Grocery retail media networks could be an $8.5B opportunity

Retail media networks represent a universe that includes both online and offline elements: Some 87% of respondents say it's important to tie in digital channels and the physical store for media monetization. Almost all (93%) CPG brands surveyed by Grocery Doppio in Q2 want the ability to tie in digital and store engagement for a complete view of the shopper journey to inform their decisions on ad spend 

The number of retail media networks will double in the next 18 months: Some 68% of grocers say investment in a media network is a high priority. For speed to market, 97% of grocers will deploy a white-label or third-party solution

Holistic omnichannel integration, network scale, and talent are needed for retail media integration success: Retail media monetization has emerged as a C-level priority for 73% of grocers and 88% say media monetization is a top growth priority. However, the study warns grocers face a short window of execution and that a meticulous strategy and execution is needed to achieve seamless digital-store integration, compelling content, and measurable ROI 

Media networks have been positively received across all shopper demographics: Most shoppers (61%) surveyed in a Q2 Grocery Doppio study said they found the in-store media content useful, with 73% of millennial respondents saying it had a positive impact on their overall experience. There’s also been a 38% increase in shopper engagement with in-store media