Physical Stores Drive Most Sales but Capture Small Share of Retail Media Revenue
· 2h ago · Originally reported by MarketScale
While brick-and-mortar stores account for the majority of retail sales, they receive only about 5% of retail media revenue. This highlights a significant gap between where purchases happen and where advertising dollars are spent in the retail sector.
Why it matters
Understanding this gap is important because it shows how digital advertising and in-store experiences are not yet fully connected, which could mean missed opportunities for brands and retailers.
Explain it like I’m new here
Even though most shopping happens in stores, almost all the ad money goes to online spaces, not the stores themselves.
Read the original at MarketScale
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