Retail media to dominate 2024 marketing strategies as digital ad spend soars

This report summarises retail media trends in Nielsen’s 2024 Global Annual Marketers Survey.

Globally, 70% of marketers consider retail media to be more important to their marketing strategies in 2024 compared to the previous year, according to Nielsen’s latest Annual Marketing Report. This shift is driven by the perceived effectiveness and the rising popularity of retail media networks​.

The same respondents also said that their investment in brand-building will reduce in 2024 as goals shift towards performance marketing. While 80% said they are very likely to shift their ad spending towards digital, 70% said they want to concentrate more on performance advertising than brand building.

The report also indicates that the...

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