Top 10 Retail Media Network Trends to Watch in 2025
The retail media landscape is undergoing a transformative evolution as brands and retailers increasingly embrace the potential of retail media networks (RMNs). With RMNs predicted to generate $67.28 billion in ad spend by 2025, according to eMarketer, the significance of these platforms cannot be overstated. They’re reshaping the way brands engage with consumers, offering targeted advertising opportunities and new revenue streams for retailers.
As we approach 2025, here are the top 10 trends poised to redefine retail media networks in the coming year.
1. AI-Driven Ad Personalization
Artificial Intelligence (AI) continues to revolutionize retail media by enabling highly personalized advertising experiences. AI algorithms analyze vast amounts of customer data to deliver hyper-targeted ads based on shopping behavior, preferences, and demographics.
For example, an RMN could display tailored product recommendations on in-store digital screens or e-commerce platforms, increasing relevance and engagement. Expect AI-driven personalization to become the cornerstone of successful RMNs in 2025.
2. Expansion of Programmatic Ad Buying
Programmatic Digital Out-of-Home (pDOOH) is gaining momentum within RMNs. This automated approach allows advertisers to purchase ad space dynamically, targeting specific audiences based on time, location, and environmental factors like weather.
In 2025, RMNs will integrate deeper with programmatic platforms, offering real-time bidding and advanced audience segmentation. Retailers will benefit from optimized ad inventory monetization, while brands will enjoy greater flexibility and precision.
3. In-Store Digital Signage Integration
Retailers are investing heavily in in-store digital signage as part of their RMNs. These displays act as powerful advertising tools, showcasing brand promotions, product highlights, and personalized offers.
Cloud-based digital signage CMS platforms, such as onQ CMS, will play a pivotal role in this trend. By enabling seamless content updates and dynamic ad delivery, retailers can maximize the impact of their in-store media networks.
4. Omnichannel Advertising Strategies
RMNs are evolving beyond in-store screens and retailer websites to encompass a truly omnichannel approach. Brands will leverage RMNs to reach consumers across multiple touchpoints, including mobile apps, email campaigns, and social media.
Omnichannel integration ensures consistent messaging, reinforcing brand presence and driving conversions regardless of where consumers interact with the retailer.
5. Enhanced First-Party Data Utilization
As privacy regulations tighten, first-party data is becoming increasingly valuable for retail media networks. RMNs will harness this data to create detailed customer profiles, enabling precise ad targeting without relying on third-party cookies.
Retailers with robust first-party data will gain a competitive advantage, offering advertisers unparalleled insights into shopper behavior and preferences.
6. Self-Service Ad Platforms
To streamline ad buying, many RMNs are adopting self-service platforms. These tools empower brands to create, manage, and optimize their campaigns directly within the retailer’s network.
In 2025, self-service platforms will become more sophisticated, offering intuitive dashboards, real-time analytics, and AI-driven campaign suggestions. This democratization of RMNs will open doors for smaller brands to access premium ad space.
7. Collaboration Between Brands and Retailers
Cooperative advertising strategies will become more prevalent as brands and retailers recognize the mutual benefits of collaboration. Through RMNs, brands can partner with retailers to develop co-branded campaigns that leverage the retailer’s audience reach.
This trend will lead to innovative ad formats, such as interactive product showcases or curated content hubs, enhancing the shopper experience and driving higher ROI.
8. Sustainability in Retail Media
As sustainability becomes a top priority for consumers and businesses alike, RMNs will integrate eco-friendly practices into their operations. Retailers will explore carbon-neutral ad delivery methods, energy-efficient digital signage, and sustainable content production.
Brands aligned with these initiatives will benefit from enhanced credibility and appeal to environmentally conscious shoppers.
9. Advanced Attribution Models
Measuring the effectiveness of retail media campaigns will take center stage in 2025. RMNs will adopt advanced attribution models to provide advertisers with deeper insights into campaign performance.
By analyzing metrics such as in-store foot traffic, online conversions, and customer lifetime value, RMNs will offer brands a clearer understanding of their ROI and help optimize future campaigns.
10. Growth of Retail Media Beyond Traditional Retailers
While RMNs have traditionally been dominated by retail giants like Walmart and Amazon, non-traditional players are entering the space. Travel hubs, fitness centers, and healthcare facilities are leveraging RMNs to monetize their physical and digital touchpoints.
This trend expands the scope of retail media, creating new opportunities for advertisers to reach untapped audiences in diverse environments.
The Future of Retail Media Networks
Retail media networks are rapidly evolving, offering brands and retailers unprecedented opportunities to connect with consumers. From AI-driven personalization to sustainability and advanced analytics, the trends shaping RMNs in 2025 promise to deliver more impactful and innovative advertising solutions.
Looking to leverage retail media networks to their full potential? Partner with onQ Digital to integrate cutting-edge digital signage solutions and drive success across your RMN strategy.
https://www.onqdigitalgroup.com.au/retail-media-cms
Sources
- eMarketer, Retail Media Ad Spending Forecast H1, 2024.
- eMarketer, Programmatic Digital Out-Of-Home (DOOH) Ad Spend Will Cross $1 Billion in 2025, 2023.
- McKinsey, Automation in Retail: An Executive Overview for Getting Ready, 2019.
1.png)