The Growth of Retail Media in Canada: Insights for Marketers:
Retail media spending in Canada is surging, with ad expenditures projected to reach CA$3.8 billion by 2025 and climb to CA$5 billion by 2027, according to the Path to Purchase Institute’s Canadian Shopper Survey: Retail Media Perceptions, Engagement. This nearly doubles the ad spend from four years ago, demonstrating the rapid evolution of retail media as a cornerstone of Canada’s marketing landscape.
Key statistics from the survey emphasize its growing influence:
- 84% of respondents notice online ads, with Gen Z leading in frequent engagement.
- 70% of Canadian shoppers report noticing in-store ads that align with online campaigns, showcasing the effectiveness of omnichannel strategies.
- 36% of shoppers find ads offering discounts or promotions particularly compelling.
One significant trend identified in the research is the growing effectiveness of omnichannel strategies. About 70% of Canadian shoppers reported noticing in-store ads that align with ones they've previously encountered online. This interconnected approach not only strengthens consumer engagement but also creates cohesive brand experiences. The findings emphasize that brands can amplify their impact by investing in strategies that bridge online discovery with physical retail touchpoints.
Retail media’s incredible potential presents an unparalleled opportunity for brands and marketers to lead with strategy and innovation. Tailored and cross-channel approaches can resonate deeply with shoppers, capturing attention and driving conversions. Predictive analytics and AI-driven insights could take these strategies even further by anticipating shifts in behavior and delivering campaigns personalized to consumer preferences. Additionally, as the digital and physical worlds merge within the path to purchase, designing experiences that build discovery and nurture loyalty is key to thriving in this dynamic environment.
Now is the time for brands to act boldly and strategically, leveraging retail media to not only reach shoppers but also foster meaningful connections. Retail media’s transformative potential positions it as an essential investment for marketers eager to stay ahead in a rapidly evolving market.
