12 spots left to attend the Digiday Programmatic Marketing Summit
Digiday+ Research: Non-Amazon retail media still not commanding significant ad budgets
This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →
Looking past, or around, the proverbial 800-lb. gorilla in the retail media room that is Amazon, other massive retail players in the big box and digital space — including Walmart, Target, Kroger, Best Buy and even eBay — have yet to see large spikes in brand marketing investment in their respective media channels.
A February survey of 59 agency and brand executives found only a thin sliver of marketing spend goes to these retailers, with well over half saying they spend very small amounts or nothing at all on retail media. More than 70% said they spend nothing on either Best Buy or eBay.
And of the 105 agency execs and 40 brand professional respondents surveyed in February who were asked to express levels of confidence in marketing channels, the majority of brand professionals placed their bets on Facebook, Instagram and online display ads. TikTok and Amazon were the two platforms in which brands displayed the least confidence.
As for agency execs, they said they were confident about Google, Facebook and Instagram as marketing channels — and like their brand colleagues, not confident at all in Amazon and TikTok.
Among both sets of respondents, influencers generated little to no confidence.
More in Media
TikTok touts livestreaming as next big revenue stream for creators and agencies
Through private Discord servers and Zoom webinars, TikTok’s livestreaming push is educating creators about live gifting on TikTok Live.
WTF are gray bots?
AI agents, scrapers and crawlers powering the agentic era are quietly reshaping the web — and potentially the digital economy.
Music promoters turn to other platforms besides TikTok to invest in as part of a broader creator playbook
Music promotion on Instagram Reels and YouTube Shorts is ramping up in the wake of the TikTok ban situation.