Retail media advertising is now an integral part of holistic media planning according to the IAB Australia Retail Media State of the Nation 2025 Report, which was released today. The Report found that seven in ten advertisers and agencies using retail media have increased their investment in the last twelve months and 77% now work with three or more retail media networks, up from 58% last year. However, the Report also notes that as the sector scales, brands and agencies are seeking more transparency and consistency, along with better data access, consistent metrics and unified measurement frameworks across retail networks.
Digital video advertising investment across all screens (mobile, desktop and CTV) is now a significant or regular part of marketing activity for 92% of respondents according to IAB Australia’s Video Advertising State of the Nation Report. The report, which was released today, also found the frequency of using connected TV advertising has increased over the last year and for the first time more respondents have connected TV as a significant part of advertising activity (55%) than mobile (46%) or computer (47%).
Two thirds of Australian advertisers and agencies who have used retail media now consider it as part of their holistic media planning according to a new released today by IAB Australia. The inaugural Retail Media State of the Nation Report also found that 31% of advertisers have been able to make a case to increase marketing budgets for retail media, while 69% reallocated budget from social, trade retail, digital and traditional media channels. 60% of respondents view retail media as a key part of their advertising strategy following the deprecation of third-party cookies.
