CTV Shakes Up Retail Media

#30DaysofRetailMedia | Day 24: CTV Shakes Up Retail Media

Retail media plays a starring role in TV’s evolution.

Retail media connected TV (CTV) advertising spend in the US will reach $813 million this year, jumping to $5.63 billion by the end of 2027.

Retail media and CTV are converging, as retailers and streaming unite, including:

⭐ Kroger’s partnership with Roku
⭐ Kroger’s partnership with Disney (Hulu)
⭐ Amazon Prime Video and Amazon Freevee

Why are retailers teaming up with streaming services?

📣 Retailers expand their off-site reach with ads on major media networks
🛍 Brand advertisers reach consumers earlier in their shopping journey
🎯 Streamers access retailers’ first-party data for superior targeting

Unlike traditional TV ads, retail media CTV ads enhance both branding and performance due to superior targeting and measurement.

That’s why CPG giants like P&G and L’Oréal are investing more in CTV ads with help from retail media networks.

What would you add?

#retail #ecommerce #media #CTV

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