Retail Media Radar– February 2025: Growth, Pets & the Super Bowl Effect
As we progress into 2025, retail media continues its rapid evolution, with major developments shaping the industry. From a $10 billion surge in ad spending to in-store media advancements, a pet-friendly Retail Media Network and even a Super Bowl ad redefining retail media, this month is packed with insights.
Grab a coffee and dive into the latest trends transforming retail media.
1. $10 Billion in Incremental Ad Spending Set to Flow into US Retail Media in 2025
Retail media in the US is set to receive an additional $10 billion in ad spending this year, further cementing its position as a key advertising channel.
This surge is driven by an increasing number of non-endemic brands—those outside of traditional retail categories—investing in retail media networks to reach highly engaged shoppers.
Analysts predict that retail media will surpass linear TV ad spend by 2028, as brands shift budgets toward performance-driven, data-rich environments.
The growth is largely fuelled by AI-powered ad optimisation, helping brands target consumers with greater precision and measure ROI more effectively.
Amazon remains dominant, but new entrants and expanding retail networks are increasing competition, pushing innovation across the sector.
This acceleration highlights the untapped potential of retail media. The key for brands and retailers will be refining their measurement capabilities to ensure maximum efficiency and effectiveness.
Find out more here.
2. A Retail Media Network for Pets
Petbarn in Australia has launched PetAds making it Australia's first scalable pet media platform.
It leverages insights from PetAds’s loyalty programme that has 2.9 million members to deliver targeted, personalised retail media campaigns delivered against measurable sales outcomes.
Campaigns can also be delivered via onsite, off-site, and in-store media solutions, as well as Petbarn’s in-store screen network.
Petbarn can extend that reach though oOh!media’s out-of-home network near store locations.
It’s another great example of retail media’s ability to target customers (and pets!) across the shopper journey.
Find out more here.
3. Kevel Acquires Nexta
Kevel, a provider of API-based retail media ad-serving technology, has acquired Nexta, an AI-driven advertising self-serve platform.
This acquisition integrates Nexta's technology into Kevel's Retail Media Cloud™, offering retailers a comprehensive solution for managing multi-channel ad investments and optimising performance.
The combined platform allows retailers to extend their advertising reach into major social media platforms, often referred to as walled gardens, such as TikTok, Meta, and YouTube, enhancing customer engagement beyond their own platforms.
Many mid-sized retailers lack the infrastructure to launch their own retail media network. And this is an area that we have been helping retailers develop their own in-house capabilities. Platforms, like Kevel makes it easier for retailers to monetise their traffic and compete with larger players without heavy investment in tech development.
Find out more here.
4. Asda Expands Retail Media Network with Digital Vending Machines and New Ad Formats
Asda has expanded its retail media network with the introduction of digital vending machines, offering exclusive product sampling for Asda Rewards customers.
Positioned as a ‘first-to-market innovation’, this retail media tool is designed to drive brand awareness and revolutionise in-store sampling.
The machines allow brands to showcase dynamic content on digital screens, encourage trial of new products, and engage customers in a seamless way.
Customers simply scan their Asda Rewards loyalty app to receive a free sample, strengthening brand engagement and reinforcing loyalty program participation.
Asda plans to roll out digital vending machines in prominent in-store locations, supported by post-campaign analytics to help brands measure impact.
In addition to this, Asda has launched digital audio ads and on-site sponsored video content, enhancing its multi-format retail media offering.
Combining data-driven product sampling, personalised advertising, and interactive in-store experiences, Asda is setting a new standard for retail media innovation.
Retailers that integrate immersive in-store experiences with digital engagement will have a significant advantage. The ability to combine sampling, loyalty incentives, and real-time data will reshape how brands interact with shoppers.
Find out more here.
5. Instacart’s Super Bowl Ad: Retail Media on the Big Stage
Instacart’s 2025 Super Bowl campaign takes retail media beyond the digital shelf, featuring iconic brand mascots in a high-profile, nationally televised ad.
Unlike traditional Super Bowl ads, brands did not pay to be included in the campaign. Instead, Instacart collaborated with brands to secure the rights and intellectual property of each mascot, reinforcing its role as a platform that connects brands with shoppers.
The ad highlights products available on Instacart, reinforcing the direct link between media spend and purchase intent by showcasing items consumers can buy immediately.
This marks a shift in retail media—moving beyond banner ads and product listings into high-impact storytelling on national TV.
Instacart’s use of first-party shopper data allows brands to track conversions and measure the effectiveness of their Super Bowl exposure within the retail media ecosystem.
By leveraging brand nostalgia and storytelling, Instacart is demonstrating how retail media can merge advertising and commerce in a way that is both entertaining and data-driven.
The ability to merge brand storytelling with retail data is a powerful shift. Expect to see more retailers blurring the lines between traditional advertising and performance-driven media strategies, integrating entertainment with shoppable moments.
Find out more here.
6. Retail OOH Advertising Gets a Boost with Real-Time Audience Measurement
Limited Space, a UK-based retail OOH (out-of-home) advertising provider, has partnered with Data Jam to introduce real-time audience measurement.
This innovation allows advertisers to track audience exposure and engagement levels in real-time, improving campaign efficiency.
By integrating mobile data, Wi-Fi analytics, and footfall tracking, brands can better understand shopper behaviour and adjust OOH campaigns dynamically.
The partnership enhances the ability to correlate in-store traffic with ad performance, offering a more precise attribution model for OOH campaigns.
The move follows increasing demand for greater transparency and accountability in OOH advertising, aligning it with the measurement capabilities of digital media.
Real-time measurement is a game changer for OOH advertising. As physical retail spaces become more digitally connected, brands will expect the same level of data-driven insights in-store as they do online.
Find out more here.
Summary
Retail media’s rapid expansion shows no signs of slowing down, with multi-format advertising, real-time measurement, and platform innovation shaping the industry. The $10 billion surge in US retail media spending highlights the sector’s dominance, while ASDA’s digital vending machines and Instacart’s Super Bowl campaign prove that retail media is evolving far beyond digital banners.
At the same time, Petbarn’s PetAds platform demonstrates the growing demand for niche retail media networks that serve highly engaged customer bases, while Kevel’s acquisition of Nexta signals a shift toward more accessible retail media solutions for mid-sized retailers looking to compete with larger players. Meanwhile, the intersection of OOH and real-time data tracking is ushering in a new era for in-store media measurement, giving advertisers greater transparency and accountability.
As the industry matures, brands and retailers that embrace emerging formats, prioritise measurement, and integrate retail media across channels will gain a significant advantage. We remain committed to helping our clients navigate this fast-moving space, ensuring their investments deliver measurable impact and long-term success.