How Retail Media Networks Are Reshaping Brand Growth and Advertising in 2025

Retail media advertising is fast becoming a backbone in brand strategy for 2025. As digital ad space gets more competitive and privacy changes shake up how we track customers, retailers are stepping in with a new offer: ad space on their own platforms. Whether it’s a promoted product on a supermarket website or a digital screen in a physical store, retail media networks are changing how (and where) brands connect with shoppers. For anyone curious about how retail media networks work, this article should be useful reading.

What Are Retail Media Networks and Why Are They Growing So Fast?

Retail media networks (RMNs) are essentially advertising ecosystems owned by retailers. Think of platforms like Woolworths’ Cartology or Amazon Ads. They allow brands to pay for placement within the retailer’s digital and physical space. From banner ads on a product listing page to targeted display screens at the end of an aisle, they create high-impact moments that target shoppers to help influence decisions in real time.

So why is this model booming?

First, retailers have something incredibly valuable: first-party data. Unlike third-party cookies that are on the way out, retailers know exactly what their customers are buying, browsing, and clicking. This means brands can now reach shoppers at the precise moment they’re ready to make a purchase.

Second, the benefits of retail media for brands are clear: improved targeting, better ROI tracking, and access to shoppers already deep in the buying mindset. For retailers, it’s an entirely new revenue stream, and one that doesn’t involve holding more stock.

The Benefits for Retailers and Brands

Retail media networks work by using the digital and physical real estate retailers already own. From on-site product recommendations and homepage banners to email campaigns and in-store digital screens, these touchpoints become valuable advertising slots.

And with advances in in-store advertising technology, that value is only increasing. You’ve likely already seen smart screens near shelves or point-of-sale terminals that promote timely offers or brand campaigns. These aren’t just flashy displays—they’re strategically placed, data-informed ad units that can directly influence a purchase decision.

Retailers benefit by monetising their platforms. Brands benefit by being front and centre when it matters most. It’s a win-win, as long as the execution is done right.

Targeted Exposure at the Point of Purchase

One of the standout advantages of RMNs is their ability to deliver shopper marketing strategies in 2025 where and when they’re most effective.

Rather than hoping someone sees an ad on social media and remembers it days later, retail media puts your product in front of a customer right before they check out. That could mean a sponsored product suggestion on a mobile app or a limited-time offer on a digital display near the relevant aisle.

As we move deeper into 2025, we’re seeing brands get smarter with this. Instead of casting a wide net, they’re using personalised, behaviour-driven campaigns that speak directly to the individual shopper’s interests and habits.

Real-Time Campaign Data and Attribution

Here’s where retail media really separates itself from traditional advertising: real-time performance data. With many of these platforms integrated into the retailer’s point-of-sale and loyalty systems, brands can see exactly how their campaigns perform.

Unlike conventional media, where impressions and clicks are often the only metrics, RMNs can link ad exposure directly to purchases—both online and in-store. This is a game changer for marketers who need to justify spend and optimise for ROI.

Expect to see even more sophisticated digital media in retail stores this year, including interactive displays and AI-powered recommendations that respond dynamically to shopper behaviour.

Examples of Retailers Using Media Networks Effectively

Retailers big and small are jumping into retail media. Amazon and Walmart pioneered the model, but local players are catching on quickly.

In Australia, Woolworths’ Cartology has become a serious contender, offering everything from in-store digital ads to sponsored email placements. Coles 360 has followed suit, building a robust platform that brands can tap into to reach millions of active shoppers.

Other retail media standouts include:

• Bunnings, using digital aisle screens to push seasonal promotions.

• Chemist Warehouse, integrating product placements and banners within their mobile app.

• Catch.com.au, offering native ad units in search results and category pages.
  

Each of these retailers is turning everyday shopper interactions into high-value advertising opportunities.

How to Start Leveraging Retail Media in Your Business

If you’re thinking about using retail advertising platforms, the good news is: you don’t need to be a multinational brand to get started.

Here’s how to begin:

1. Find the right fit – Start by identifying which retail media networks your target audience already shops with.

2. Use your data wisely – Combine your brand’s customer insights with the retailers to build smarter campaigns.

3. Tailor your creative – Ads that feel native to the platform tend to perform better.

4. Optimise continuously – Many platforms allow you to test different creatives, audiences, and placements.

5. Track what matters – Make sure your team is clear on how the campaign will be measured—and what counts as success.
   

Even if you’re new to the space, many RMNs offer support and templates to help get your campaigns up and running.

What’s Next for Retail Media in Australia?

Retail media in Australia is just getting started. While the major supermarkets and online marketplaces are already deep into the space, we’re starting to see mid-tier retailers build out their own networks.

Here’s what to expect in the near future:

• AI-powered media buying, with algorithms helping optimise placements across digital and in-store assets.

• More collaborative partnerships between retailers and brands, including co-branded campaigns.

• An expansion into niche verticals, where even smaller players (think pet stores or specialty food chains) offer ad space to align brands.
  

As the ecosystem grows, we’ll also see stronger measurement standards and tighter integration between online and offline marketing efforts. Retail media is becoming more than just a trend; it’s turning into a core revenue and growth strategy for both brands and retailers.

Final Thoughts

Retail media networks are reshaping how we think about advertising. They’re not just another place to run ads—they’re the future of brand visibility at the exact moment a customer is ready to buy.

If you’re attending Retail Fest or following the latest trends in retail innovation, now’s the time to dig into this space. The brands that win in 2025 will be the ones that meet their customers where they shop—with messages that matter, powered by data that delivers.