WFA Benchmark Results: Taking a Deeper Dive into Retail Media

In 2022, the WFA  released a report focusing on Delivering a Successful eCommerce Strategy. Through conversations with members and results from our recent priorities survey we decided to build on this report by taking a deeper dive into the retail media aspect to get a better idea of how advertisers are tackling this rapidly growing and changing environment.

For the absence of doubt, we are defining retail media as:

“Advertising within retailer sites and apps – usually by brands that directly sell products with retailers (though this is not necessarily the case). Retail media advertising can also come from non-endemic brands in verticals such as financial services or travel—ones that are interested in retailer audiences but don’t necessarily sell products on those retailers’ sites and apps.”

33 companies responded to the survey overall. The total global ad spend of advertisers that took part amounts to approximately $53 billion per annum.

Almost 75% of respondents described their area of responsibility as global.

You can download the full report below: