We surveyed marketing professionals to get opinions from those dealing with three hot topics: Commerce Media, Creative AI, and Media Measurement.
Here, the focus is specifically on Commerce Media. Though the survey respondents were primarily based in the U.S., the findings will likely apply to other markets as universal subjects.
The findings from our Commerce Media survey are a testament to the growing importance of this channel for marketers. It's clear that brands are recognizing the potential of Commerce Media to drive sales, build brand awareness, and reach new customers. We're excited to see how Commerce Media continues to evolve and shape the marketing landscape in the future.
Jasvinder Singh Bindra
Commerce Media Director, M+C Saatchi Performance
Key Takeaways
- 48% of respondents stated they are already running Commerce Media campaigns, and 65% of those who run campaigns said they have done so for over a year.
- 74% of those surveyed said they have a commerce media-specific budget line (versus budget being tested from other channels).
- 84% plan to increase commerce media investment in the next 12 months.
- No 1 on the wishlist for emerging commerce media capabilities is more advanced audience targeting (57%), followed by AI-driven optimization (47%)
- The primary objective of commerce media remains sales/conversions (71%); however, more than half of respondents leverage it for brand awareness.
Creatives
Highlights
With 48% of respondents stating they are already running
Commerce Media campaigns and 60% of people saying
they started running campaigns in the last two years,
Commerce Media has hit mainstream adoption
While global retail media spend growth is still in double
digits (estimated to grow 11% YoY in 2025), this growth
rate is stabilized from 16% 3 years ago.
A key advantage for Amazon is its ability to reach audiences at scale at the upper funnel, thanks to
the 85% of Prime Video subscribers who view content
with ads.
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