To download the Report Card, fill out the form below.
Retail media ad spending in Canada is projected to grow 26% in 2024 to surpass C$3 billion mark — nearly double the total of three years ago, according to eMarketer.
And while that level of growth will slow a bit over the next few years, total spending is expected to reach nearly C$5.1 billion in 2027.
Retail media is fast becoming a cornerstone of digital advertising in Canada — and already accounts for 20% of all digital ad spending, eMarketer estimates.
As the influence of ecommerce on the retail marketplace grows, many retailers are establishing their own retail media networks to connect brands directly with consumers at crucial points in their evolving shopping journey. Canadian giants including Loblaw Companies Ltd., Walmart, and Canadian Tire are at the forefront of this trend, offering brands the opportunity to advertise through their owned & operated digital channels such as websites, apps, and in-store media.
The appeal of retail media lies in its ability to deliver personalized, data-driven advertising that is deeply integrated with the shopping experience. Through access to first-party data, these networks allow brands to target shoppers more effectively by creating advertising campaigns that speak directly to specific shopper behavior and influence purchase. Retailers, in turn, gain an entirely new revenue stream while offering advertisers high-impact opportunities to reach engaged shoppers that will likely also drive incremental sales.
The Importance of Measurement
As retail media grows, the need for standardized measurement has become increasingly clear. Brands want to ensure that their investment delivers measurable results, whether through increased sales, stronger brand awareness, or higher return on ad spend (ROAS). Currently, the retail media landscape in Canada lacks consistent measurement frameworks, which poses challenges for brands looking to compare performance across the different networks.
IAB Canada has taken a proactive stance on the issue, pushing for clearer, more universal metrics to measure effectiveness. In particular, the organization emphasizes the importance of transparency and accountability, encouraging retailers to provide comprehensive reporting on metrics such as impressions, clicks, conversions, and sales lift. Standardized measurement not only helps brands better assess their media performance, it also builds trust between advertisers and retailers, fostering stronger partnerships.
Mars United’s Role
Mars United Commerce is deeply involved in helping our clients navigate this evolving retail media landscape. We leverage our global expertise and strong Canadian market presence to ensure that clients will capitalize on these new opportunities.
Following our recent acquisition by Publicis Groupe, our capabilities in data, analytics, and media buying have expanded significantly, allowing us to deliver even more integrated solutions that can drive meaningful results.
In line with IAB Canada’s focus on measurement, we prioritize transparency and data-driven insights in our approach. We work closely with both clients and our retail media partners to establish clear KPIs, optimize investments, and continually assess performance through robust reporting. By doing so, we ensure that every dollar spent on retail media contributes to a brand’s broader business objectives, from sales growth to brand loyalty.
As retail media continues to develop, the partnership between brands, agencies, and retailers will be key to unlocking its full potential. With the right measurement tools in place and a focus on collaboration, retail media can become an even more powerful engine for growth in Canada. At Mars United, we are committed to being at the forefront of this transformation, helping brands harness the power of retail media to drive success now and in the future.
New Features This Quarter
Each Report Card is updated to reflect the ongoing enhancements made by these platforms, to evaluate additional platforms, and to modify our analysis as needed to continue reflecting best practices across the industry.
In this report we initiate coverage of two additional platforms: The Home Depot Canada’s Orange Apron Media, and Canadian Tire’s Triangle Retail Media. We’ve also added 24 more capabilities to our evaluation criteria, most notably by expanding our coverage of Media Opportunities to include more offerings and distinguish between onsite, offsite, and on-location options.
These updates reflect the speed with which the Canadian retail media marketplace is growing in both size and sophistication as networks strive to meet the needs (and sometimes demands) of their brand partners.
We hope you enjoy the second edition of Mars United Commerce’s Retail Media Report Card Canada.
To download the Report Card, fill out the form below.
