The integration of retail media and Connected TV (CTV) is transforming the advertising landscape worldwide, offering unprecedented opportunities for targeted and measurable campaigns. This convergence is particularly significant in Europe, where both mediums are experiencing rapid growth. However, the trend is global, with significant developments in the US and APAC regions as well.
Rethinking CTV Monetisation with Retail Media
Retail media’s data-driven approach enhances CTV’s monetisation by leveraging commerce signals like purchase history and browsing activity to personalise ads. This combination allows brands to move beyond mere awareness-building to drive sales and engagement. For instance, retailers can use CTV data to create lookalike audiences, targeting a broader subset of consumers beyond their existing customer base (Marketing Dive, 2024).
What OS Makers Know that Retailers Don’t
TV operating systems possess valuable viewing data that can be shared with retailers to create seamless, addressable advertising experiences. This collaboration enables brands to target consumers based on viewing habits and purchase history, making ads more relevant and actionable. For example, partnerships between retailers and CTV companies like Currys and Titan OS facilitate the integration of first-party data with CTV insights, enhancing targeting capabilities (Currys PLC, July 2024).
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Linking Viewer Behaviour with Intent-Led Commerce
By integrating viewer behaviour with intent led commerce, brands can deliver dynamic, personalised ads across various content platforms. This integration facilitates closed-loop attribution, allowing advertisers to track the customer journey from ad exposure to purchase. Retail media networks like Kroger Precision Marketing use CTV to scale targeted ad buys across multiple platforms, ensuring that ads are both personalised and measurable (Digiday, 2025).
Strategic Advantage of Device Makers in the CTV-Retail Ecosystem
Device manufacturers like Vizio (acquired by Walmart) hold a strategic advantage in the CTV-retail ecosystem. They can integrate their platforms with retail media networks to offer enhanced targeting capabilities and shoppable experiences, positioning them as key players in the future of advertising. Such integrations allow for seamless transitions from ad viewing to purchasing, leveraging both the reach of CTV and the data richness of retail media (Forbes, 2024).
The Global Market and the Opportunity to Embrace Creativity
Global Growth Trends:
Retail media and CTV are among the fastest-growing ad mediums globally. In 2025, global retail media revenue is projected to reach $176.9 billion, surpassing total TV revenue, while CTV ad spend is expected to continue its strong growth trajectory (WARC, 2024).
APAC Market Dynamics:
In APAC, CTV is experiencing rapid growth, driven by platforms like Disney+ Hotstar and JioCinema in India, and BVOD services in Australia. This growth is fuelled by declining linear TV viewership and the expansion of streaming services (Campaign Asia, 2024).
Creative Opportunities:
The convergence of retail media and CTV also opens up new creative opportunities. Advertisers can now deliver personalised, dynamic and “Shoppable” ads that align with viewer behaviour, enhancing engagement and recall. Formats like split-screen and dynamic overlay ads are becoming increasingly popular for capturing viewer attention.
Challenges and Future Directions:
Despite the potential, challenges remain, particularly in standardising measurement and attribution across platforms. Efforts to address these challenges are underway, with clean room technologies and cross-retail attribution solutions being developed to streamline data integration and campaign evaluation.
The convergence of retail media and CTV represents a significant shift in advertising, offering brands the ability to drive both brand awareness and measurable performance. As this ecosystem continues to evolve, it is crucial for retailers, operating systems, device manufacturers, and advertisers to collaborate closely to unlock the full potential of this convergence. By leveraging the strengths of both mediums, the industry can create more targeted, engaging, and effective advertising experiences that benefit both brands and consumers alike.
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