Retail Media CTV Ad Spend Expected to Hit $5B In 2025

• by Wayne Friedman , Staff Writer, 7 hours ago

A growing part of retail media is coming via connected TV (CTV) efforts on those retail media networks that see the combination resulting in strongly engaging customers.

“We expect retail media CTV to account for a significant portion of retail media display growth,” says eMarketer in a recent report. “Advertisers will spend just shy of $5 billion on retail media CTV in 2025.”

Retail media networks like Amazon Ads, Walmart Connect, and Target Roundel are using CTV advertising to expand their reach and offer advertisers more targeted campaigns. This year it is expected that retail media CTV spending would have a 15% share.

By 2028 -- after three years of 27.2% compounded annual growth -- the ad spend of this year’s results is expected to double -- exceeding $10 billion, according to eMarketer.

By comparison, retail media display ad spending is estimated to near $23 billion this year -- rising to $35 billion in 2027.