Written by Colin Lewis
Retail media is advertising within a retailer’s ecommerce website or apps – this is onsite retail media. It’s typically sold by retailers to brands who wish to boost visibility on the ‘digital shelf’ and promote their brands in a more focused way to a targeted audience and as close to the point of sale as possible. Leveraging the retailer’s first party customer data it allows adverts to be precision guided to reach the right shopper at the right moment.
While it is hard to put an exact price on what retail media generates – with most retailers not revealing their ad revenue figures – a conservative estimate puts it at $150bn in 2024, hitting more than $177bn by the end of 2025. Some 80% of this is derived from onsite retail media.
The RetailX Retail Media: Onsite 2025 report takes a look at what onsite retail media is, the models underpinning its operation, the measures of success and steps to create an onsite retail media strategy, drawing on extensive sector research and analysis.
Inside the report:
- Strategic overview outlining what retail media is and how it works in its broadest sense.
- Market dynamics exploring the revenue generation aspects of retail media and where onsite fits into that alongside the challenges faced in making it work.
- Onsite models showcasing the different kinds of onsite retail media offerings from display ads to sponsored products to sponsored pages and stores.
- Onsite success factors looking at what is needed to create a successful onsite retail media offering from data and technology to experiences and relationships.
- Measuring onsite success guides you through understanding your ROI, ROAS and iROAS elements needed to assess how successful onsite is
- Strategic considerations 2026 rounds off the report, outlining what your boardroom needs to know to better develop onsite retail media in the year ahead.
Company Profiles
Our analysis of the Onsite Retail Media sector is illustrated with company profiles showcasing the approaches being taken by seven retailers from around the world. Each profile focusses on how each of these retailers approaches onsite retail media and what it has delivered for both the retailer’s bottom line and the brands that have chosen to advertise with those retailers. These include:
- Amazon Advertising
- Douglas Marketing Solutions
- GrubHub
- MediaMarkt
- Stadium
- Tesco Media & Insight
- Uber
