Lauren WakefieldIn order to understand the status of Retail Media across Europe on both the buy-side and sell-side of the digital advertising industry, our Retail & Commerce Media Committee developed the Attitudes to Retail Media survey. Now in its second year, the full report provides an industry benchmark for Retail Media adoption, drivers, barriers and growth areas.
The survey received over 180 respondents from advertisers, agencies, and Retail Media Networks in 31 markets. The majority of respondents (75%+) manage annual advertising budgets of €1m or above, with half (48%) investing more than 41% in digital advertising. Many of the respondents were either Heads of Retail Media, Heads of Commerce, or Media Directors.
The survey covers the following areas on the buy and sell-side:
Read the press release here and download the full report here to discover the following highlights and more:
Retail Media Partnerships are Deepening and Diversifying
The percentage of buy-side stakeholders in retailer partnerships lasting more than a year rose from 50% to 63%. Meanwhile, the number of brands working with 4–6 networks more than doubled (10% to 24%).
On-site Retail Media Remains Dominant
Over 90% of buyers allocate at least 41% of their digital Retail Media spend to it. Off-site investment is on the rise, jumping from 30% to 46% of buyers allocating similar budgets, driven by growth in display and social formats. In-store digital screens are gaining interest but still see limited investment.
Growth Driven by Data and Emerging Channels
Buy-side growth is being fuelled by first-party data activation, point-of-sale reach, and the rise of emerging channels like CTV, Audio, and OOH. On the sell-side, motivations such as additional revenue, strategic alignment, and competitive advantage are gaining ground.
Fragmentation and Lack of Standards Hinder Growth
While concerns around data access and technology have eased, network fragmentation (51%) and lack of standardisation (53%) remain the most significant barriers to Retail Media growth.
Measurement and Transparency Take Centre Stage
Buyers prioritise transparency (82%), performance (76%), and measurement options (75%) when evaluating Retail Media partners, with Return on Ad Spend (ROAS) emerging as the most in-demand metric (88%).
The report forms part of a comprehensive programme of educational and insight outputs on Retail & Commerce Media in Europe. You can find out more on our Retail Media Hub here.
View our supporting infographic below or download your copy here.
