Retail media soars in Australia but marketers seek clarity on measurement and standards

Retail media advertising is growing rapidly in Australia, but agencies and marketers are seeking clarity on measurement and standardised guidelines.

Over the last 18 months, 37% of retail media investors spent a significant amount of their media and marketing budget in retail media, up from 26% in 2023, according to IAB Australia’s Retail Media State of the Nation 2024 Report.

The study found that the top investment driver for agencies and marketers is the ability to reach shoppers at the point of purchase, closely followed by the opportunity to harness the advantages of retailer first-party data.