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EMARKETER

Shoppable Media 2025

Retailers and Media Partners Pave the Way for the Next Phase of Shoppable Advertising

Report by Blake Droesch  |  Feb 24, 2025
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Table of Contents
Executive Summary
The state of shoppable media: The blueprint has been established, and marketers are ready to experiment
To gauge investments, advertisers need to assess consumer usage of shoppable media
Sources
Media Gallery
About This Report
Shoppable ads will be a focus for brands in 2025 as they test new formats offered by retail media networks and their media partners.
Topics
Content Marketing
United States
Table of Contents
Executive Summary
The state of shoppable media: The blueprint has been established, and marketers are ready to experiment
To gauge investments, advertisers need to assess consumer usage of shoppable media
Sources
Media Gallery

Retailers and their media partners are leading the charge with new shoppable ad formats. As brands experiment, it will be crucial to understand which forms of shoppable media are resonating with consumers.

Key Question: How should advertisers invest in shoppable media?

More Than 1 in 3 Marketers Plan to Increase Focus on Shoppable Ads in 2025 (% of US ad buyers who plan to focus more on select ad types/tactics in 2025, Dec 2024)
E-Mail ChartDownload

Key Stat: Over a third (38%) of US ad buyers will focus more on shoppable ads in 2025.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

9charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. The state of shoppable media: The blueprint has been established, and marketers are ready to experiment
  1. To gauge investments, advertisers need to assess consumer usage of shoppable media
  2. Sources
  1. Media Gallery

Charts in This Report

More Than 1 in 3 Marketers Plan to Increase Focus on Shoppable Ads in 2025 (% of US ad buyers who plan to focus more on select ad types/tactics in 2025, Dec 2024)Nearly All Digital Media Can Be "Shoppable"
Shoppable Media Is Not an Essential Ad Format, but Nearly 1 in 4 Advertisers Use It (% of creative brands and agencies worldwide, July 2024)Nearly 30% of US Internet Users Will Make a Shoppable Media Purchase This Year (millions of US shoppable media buyers, % change, and % of internet users, 2024-2028)
Livestreaming Is an Increasingly Popular Form of Shoppable Media in the US (millions of US livestream retail ecommerce buyers, % change, and % of shoppable media buyers, 2024-2028)US Social Commerce Sales Will Surpass $100 Billion in 2026 (billions in US social commerce sales, % change, and % of total retail ecommerce sales, 2022-2028)
Shoppable Media Is More Widespread on Social Media, but CTV Is Catching on With 18-34 Year Olds (% of US 18-34-year-old digital buyers vs. total digital buyers, Dec 2024)Consumers Most Often Encounter Shoppable Media as QR Codes in TV Advertisements (% of US consumers, May 2024)
Consumer Attitudes Toward Shoppable Media Are Mixed, but Not Overwhelmingly Negative (% of US consumers, May 2024)

authors

Blake Droesch

Contributors

Suzy Davidkhanian
VP, Content
Vladimir de Leon
Chart Editor
Donte Gibson
Senior Charts Editor
Wendy Malloy
Director, Reports Editor
Sarah Marzano
Principal Analyst, Retail Media
Oscar Orozco
Senior Director, Forecasting
Amy Rotondo
Director, US Research
Ali Young
Senior Copy Editor and Manager of Content Operations
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