Seven in Ten Companies Plan to Increase Retail Media Budgets, But Scale and Measurement Remain Key Barriers
TransUnion (NYSE: TRU) released findings from the 2025 Annual Trends Study, conducted by The Path to Purchase Institute, showing that 70% of companies plan to increase their retail media budgets in 2025. The research reveals that 80% of marketers consider retail media as effective or more effective than other digital channels.
Key findings show that retail media spending is shifting from trade budgets (decreasing from 26% to 20%) to media budgets (increasing from 74% to 80%). However, significant challenges persist, with 88% of marketers seeking proof of sales lift and ROI from campaigns. Brands currently work with an average of eight retail media networks, with 49% engaging with five or fewer networks.
The study highlights disparities between national retailers and broader retail industry platforms, with national retailers rated 3.4x higher in capabilities related to scale, targeting, and measurement.
TransUnion (NYSE: TRU) ha pubblicato i risultati dello Studio annuale sulle tendenze 2025, condotto dal Path to Purchase Institute, che mostra che il 70% delle aziende prevede di aumentare i propri budget per i media retail nel 2025. La ricerca rivela che l'80% dei marketer considera i media retail efficaci o più efficaci rispetto ad altri canali digitali.
I risultati principali mostrano che la spesa per i media retail si sta spostando dai budget commerciali (in diminuzione dal 26% al 20%) ai budget per i media (in aumento dal 74% all'80%). Tuttavia, persistono sfide significative, con l'88% dei marketer che cerca prove di aumento delle vendite e ROI dalle campagne. Attualmente, i brand collaborano con una media di otto reti di media retail, con il 49% che si impegna con cinque o meno reti.
Lo studio evidenzia le disparità tra i rivenditori nazionali e le piattaforme più ampie del settore retail, con i rivenditori nazionali valutati 3,4 volte superiori in capacità relative a scala, targeting e misurazione.
TransUnion (NYSE: TRU) publicó los hallazgos del Estudio Anual de Tendencias 2025, realizado por el Path to Purchase Institute, que muestra que el 70% de las empresas planea aumentar sus presupuestos de medios minoristas en 2025. La investigación revela que el 80% de los mercadólogos consideran que los medios minoristas son efectivos o más efectivos que otros canales digitales.
Los hallazgos clave muestran que el gasto en medios minoristas se está trasladando de los presupuestos comerciales (disminuyendo del 26% al 20%) a los presupuestos de medios (aumentando del 74% al 80%). Sin embargo, persisten desafíos significativos, con el 88% de los mercadólogos buscando pruebas de aumento en las ventas y ROI de las campañas. Actualmente, las marcas trabajan con un promedio de ocho redes de medios minoristas, y el 49% se involucra con cinco o menos redes.
El estudio destaca las disparidades entre los minoristas nacionales y las plataformas más amplias de la industria minorista, siendo los minoristas nacionales calificados 3.4 veces más altos en capacidades relacionadas con la escala, segmentación y medición.
TransUnion (NYSE: TRU)가 Path to Purchase Institute에서 실시한 2025년 연례 트렌드 연구 결과를 발표했습니다. 연구에 따르면 70%의 기업이 2025년에 소매 미디어 예산을 증가시킬 계획입니다. 연구 결과는 마케터의 80%가 소매 미디어를 다른 디지털 채널보다 효과적이거나 더 효과적이라고 생각한다는 것을 보여줍니다.
주요 결과에 따르면 소매 미디어 지출이 상업 예산에서 (26%에서 20%로 감소) 미디어 예산으로 (74%에서 80%로 증가) 이동하고 있습니다. 그러나 88%의 마케터가 캠페인의 매출 증가와 ROI에 대한 증거를 찾고 있습니다. 현재 브랜드들은 평균 8개의 소매 미디어 네트워크와 협력하고 있으며, 49%는 5개 이하의 네트워크와 협력하고 있습니다.
연구는 국가 소매업체와 더 넓은 소매 산업 플랫폼 간의 차이를 강조하며, 국가 소매업체가 규모, 타겟팅 및 측정 관련 능력에서 3.4배 더 높은 평가를 받고 있습니다.
TransUnion (NYSE: TRU) a publié les résultats de l'Étude annuelle sur les tendances 2025, menée par le Path to Purchase Institute, qui montre que 70 % des entreprises prévoient d'augmenter leurs budgets de médias de détail en 2025. La recherche révèle que 80 % des spécialistes du marketing considèrent les médias de détail comme efficaces ou plus efficaces que d'autres canaux numériques.
Les résultats clés montrent que les dépenses en médias de détail se déplacent des budgets commerciaux (passant de 26 % à 20 %) vers les budgets médias (augmentant de 74 % à 80 %). Cependant, des défis significatifs persistent, avec 88 % des spécialistes du marketing à la recherche de preuves d'augmentation des ventes et de ROI provenant des campagnes. Actuellement, les marques travaillent avec une moyenne de huit réseaux de médias de détail, 49 % d'entre elles s'engageant avec cinq réseaux ou moins.
L'étude souligne les disparités entre les détaillants nationaux et les plateformes plus larges de l'industrie du détail, les détaillants nationaux étant évalués 3,4 fois plus élevés en capacités liées à l'échelle, à la ciblage et à la mesure.
TransUnion (NYSE: TRU) hat die Ergebnisse der jährlichen Trendstudie 2025 veröffentlicht, die vom Path to Purchase Institute durchgeführt wurde. Dabei zeigt sich, dass 70% der Unternehmen plant, die Budgets für Einzelhandelsmedien 2025 zu erhöhen. Die Forschung offenbart, dass 80% der Vermarkter Einzelhandelsmedien als effektiv oder effektiver als andere digitale Kanäle betrachten.
Wichtige Ergebnisse zeigen, dass die Ausgaben für Einzelhandelsmedien von Handelsbudgets (von 26% auf 20% sinkend) zu Mediabudgets (von 74% auf 80% steigend) verschoben werden. Dennoch gibt es erhebliche Herausforderungen, da 88% der Vermarkter nach Nachweisen für Umsatzsteigerungen und ROI aus Kampagnen suchen. Marken arbeiten derzeit mit durchschnittlich acht Einzelhandelsmedien-Netzwerken, wobei 49% mit fünf oder weniger Netzwerken zusammenarbeiten.
Die Studie hebt die Unterschiede zwischen nationalen Einzelhändlern und breiteren Einzelhandelsplattformen hervor, wobei nationale Einzelhändler in Bezug auf Skalierbarkeit, Zielgruppenansprache und Messung 3,4-mal höher eingestuft werden.
- 70% of companies planning to increase retail media budgets in 2025
- 80% of marketers rate retail media as effective or more effective than other digital channels
- Shift from trade budgets to media budgets indicates growing strategic importance
- Significant measurement and ROI attribution gaps across retailers
- adoption beyond major national platforms
- Substantial disparity in capabilities between national and regional retailers
Insights
The retail media landscape is undergoing a profound transformation that directly impacts TransUnion's market position and growth trajectory. The research highlights an accelerating shift in marketing budgets, with 70% of companies increasing retail media investments and 80% of spending now coming from media budgets rather than traditional trade allocations.
This evolution presents a significant revenue opportunity for TransUnion's TruAudience® marketing solutions. The identified pain points - particularly in measurement standardization and cross-retailer attribution - align perfectly with TransUnion's core competencies in data analytics and identity resolution. With 88% of marketers seeking better ROI proof and 45% demanding comparable cross-retailer measurement, TransUnion is well-positioned to capitalize on these market needs.
The stark capability gap between national platforms and the broader retail industry (3.4x difference in ratings) creates a compelling market opportunity. TransUnion's established position in data services and identity resolution could help bridge this gap, potentially expanding their addressable market beyond current estimates. The company's ability to provide sophisticated measurement and attribution solutions could accelerate adoption among mid-tier retailers, who currently struggle with these capabilities.
The research suggests a clear market evolution toward more sophisticated, data-driven retail media solutions - precisely the area where TransUnion excels. This alignment between market needs and company capabilities indicates potential for sustained revenue growth in their marketing solutions segment.
TransUnion Research Reveals Growing Investment and Challenges in Retail Media Networks
CHICAGO, Feb. 04, 2025 (GLOBE NEWSWIRE) -- TransUnion (NYSE: TRU) announced today newly commissioned research by The Path to Purchase Institute (P2PI), the 2025 Annual Trends Study, highlighting continued growth in retail media investment alongside persistent challenges in optimizing these platforms. The study reveals that
"Retail media is undeniably reshaping the way brands connect with shoppers, but proving its value isn’t always straightforward," said Mark Rose, senior director, market strategy for TransUnion’s retail business. "Brands face challenges with targeting and measurement consistency across retailers, as well as comparing ROI across retail media and other digital media channels. The key is solving these challenges with the development of aligned best practices to broaden participation in retail media growth industry-wide.”
Brands are optimistic on the future of retail media
Eighty percent (
Accordingly, respondents reported that retail media spending was less likely to come from trade budgets (decreasing from
Identifying room for improvement
However, gaps in measurement and ROI attribution across retailers remain critical barriers. The study identifies key priorities for marketers to address these issues, including:
88% seek proof of sales lift and ROI from campaigns45% prioritize comparable cross-retailer measurement and attribution42% call for standardized metrics and definitions39% emphasize the need for offline and online attribution
The research found significant differences in retail media networks across the industry. On average, brands were 3.4x more likely to rate the largest national retailer platforms as Excellent or Very Good in capabilities related to scale, targeting, and measurement.
“As retailers adopt industry standards they will see improved ratings,” added Rose. “However, retailers beyond the largest national platforms will also need to simplify and streamline how brands can partner with them for large-reach national campaigns.”
Areas in Which Retailers are Rated as Having Very Good or Excellent Capabilities
| Retailer Type | Traffic-driving | Targeting | Measurement | Sales Growth | ROI |
| National Platforms | |||||
| Broader Retail Industry* |
*National and regional retailers excluding the national platforms
According to the report, brands currently work with an average of eight retail media networks, with nearly half (
"Retail media can reshape how brands connect with consumers, but we must address its challenges head-on to ensure its actual growth meets projections, and in a way that enables broad participation across the retail industry," Rose concluded. "Focus on scale, targeting, and measurement is key to unlocking its full potential for everyone involved."
Explore the full findings of the 2025 Annual Trends Study and learn how these insights can inform your strategy.
Click here for more information about TransUnion’s TruAudience® marketing solutions.
About the 2025 Annual Trends Study
The 2025 Annual Trends Study was conducted by the Path to Purchase Institute between August 26 and October 9, 2024, surveying 67 professionals working with retailer media networks. The study focuses on trends in retail media investment, engagement, and performance, offering actionable insights for brands and retailers.
About TransUnion (NYSE: TRU)
TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru™ picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good® — and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world. http://www.transunion.com/business
| Contact | Dave Blumberg |
| TransUnion | |
| david.blumberg@transunion.com | |
| Telephone | 312-972-6646 |
FAQ
What percentage of companies plan to increase retail media budgets in 2025 according to TransUnion (TRU)?
How many retail media networks do brands typically work with according to TRU's 2025 study?
What are the main challenges in retail media networks identified in TRU's 2025 study?
How much more likely are brands to rate national retailer platforms as excellent compared to other retailers in TRU's study?
What percentage of marketers seek proof of sales lift and ROI from retail media campaigns according to TRU's research?
