Why did the developer skip the Thanksgiving pie?
Because they couldn’t find any cookies on it!
Why did the marketer bring a pumpkin pie to Thanksgiving dinner?
Because they heard it had high organic reach!
Why did the mashed potatoes go viral?
Because they had great brand lift in the holiday season!
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Hawk Digital specializes in elevating brand visibility and engagement through cutting-edge digital media services. Our expertise spans Online, Mobile, and Connected TV (CTV) advertising, along with video production and strategic content creation. By leveraging the latest technologies, industry standards, and retail media strategies, we craft targeted advertising campaigns that deliver measurable results. Hawk is dedicated to helping brands and agencies maximize their reach and achieve successful attribution for their marketing objectives.
The retail media landscape has expanded significantly, evolving into what is now being called “commerce media.” Looking ahead to 2025, the rise of commerce media will introduce an even more competitive environment as brands, retailers, and non-retailers focus on cross-industry partnerships, in-store advertising, and improved measurement tools to maximize impact. This transformation reflects a need for networks to unify digital and physical advertising approaches, allowing brands to reach consumers across platforms, environments, and even industry lines.
1. Emphasis on Measurement for Retailers Measurement will be critical as more companies enter the retail media space. Networks such as Costco, Wawa, and Saks have launched new retail media options, while existing players like The Home Depot, Instacart, and Walmart continue to enhance their platforms. For brands, choosing the right networks will depend on these networks’ ability to prove their value with clear measurement standards. PepsiCo’s senior director, Cely Moreno-Mosier, emphasized that incremental growth and reliable measurement are essential for justifying ad investments. The Interactive Advertising Bureau (IAB) has released guidelines to help standardize measurement within retail media networks (RMNs) and aims to offer brands a standardized toolkit to assess different networks by 2025. This toolkit is expected to simplify decision-making for brands and promote adoption of uniform standards across retail networks, fostering better transparency and accountability.
2. Expansion Beyond Retail Media Commerce media isn’t limited to retail networks. New sectors, especially finance and travel, are exploring ways to build commerce media networks and capitalize on their first-party data. Travel media network ad spending in the U.S. is expected to rise by nearly 19% to $2.53 billion in the coming year. Meanwhile, financial media networks, though smaller, are projected to grow by over 100% in ad spend, reaching $710 million. This growth signals that more brands across verticals are turning to media networks to understand and influence customer behavior.
One key advantage of non-retail media is the unique insights each sector offers. For instance, financial media can provide more generalized purchase data across multiple merchants, while retail data offers SKU-level details. According to EMARKETER analyst Sarah Marzano, these differences can provide advertisers with valuable insights, especially when paired with retail’s in-depth SKU-level information.
3. Rise of Non-Endemic Advertising The commerce media landscape is blurring, leading to new opportunities for non-endemic advertising partnerships, where brands advertise on platforms not directly related to their product sales. By 2025, brands will increasingly look to leverage platforms they don’t sell on to reach new audiences. EMARKETER’s Sarah Marzano highlighted that this trend can create opportunities for networks to expand data-sharing and ad personalization. For instance, a rideshare app ad could drive a consumer to purchase a related product at a retail location, linking two seemingly unrelated networks in an effective attribution model.
Such partnerships, however, will require networks and brands to be mindful of their approach to avoid overwhelming consumers with irrelevant ads. PJ Triboletti of Fluent suggested that non-endemic ads should be presented as “rewards-based” offers that feel like value-added benefits to consumers. For instance, offering a free trial to a streaming service as a bonus for a purchase could strengthen consumer loyalty rather than disrupt their experience with invasive advertising.
4. Growth of In-Store Media In-store retail media represents a promising yet largely untapped opportunity for brands, as physical retail still accounts for more than 80% of total retail sales in the U.S. Although in-store retail media currently comprises less than 1% of the total retail media market, it is forecasted to grow by 46.5% in 2025. However, retailers face challenges in adopting in-store media, primarily due to the complexities of integrating new technology with existing infrastructure and legacy systems.
Despite these hurdles, in-store retail media does not need to be highly digital from the start. Retailers can explore simpler integrations that draw upon consumer insights from online behaviors. As Jeffrey Bustos of the IAB suggests, in-store retail media doesn’t have to resemble a high-tech digital display; it can start with small, data-driven tactics that bridge the gap between consumers’ online and in-store shopping behaviors.
The Future of Commerce Media As commerce media evolves, industry experts predict it will foster increased collaboration across sectors, better data-sharing practices, and innovative advertising strategies that respect consumer experience. By 2025, advertisers will have more sophisticated tools to measure campaign success, providing clearer insights into return on investment and helping brands tailor their strategies to individual consumers across platforms.
Commerce Media in 2025: Key Takeaways
- Measurement will be essential for retailer networks as competition intensifies.
- Non-retail media networks, especially in finance and travel, will grow rapidly, offering unique behavioral insights.
- Non-endemic advertising will become a cornerstone of commerce media, facilitated by data collaboration across diverse platforms.
- In-store retail media, while challenging to implement, will gain traction and tap into the offline consumer experience.
- Overall, commerce media will offer a comprehensive ecosystem that allows advertisers to reach consumers across various touchpoints, from digital to in-store, fostering greater engagement and brand loyalty.
The 2025 commerce media landscape will prioritize transparency, standardization, and consumer-centric advertising approaches, opening doors for retailers, advertisers, and non-retail brands alike to reach audiences in new, meaningful ways.
