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Retail Media in Canada 2023

What Advertisers Need to Know About the Fastest-Growing Digital Format

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About This Report
Retail media’s positive hype is real. We expect it will disrupt the digital advertising landscape worldwide. In Canada, a handful of players—led by Amazon, Walmart, and Loblaw—have turned it into the fastest-growing ad segment in the country, and at scale.
Table of Contents

Executive Summary

The retail media ecosystem is still nascent in Canada. But it’s the fastest-growing category of digital advertising, mirroring the worldwide trend. For many consumer packaged goods (CPG) brands, retail media is now essential for engaging shoppers.

Key Question: How are retail media networks (RMNs) changing the paid media mix in Canada?

KEY STAT: Retail ecommerce sales have more than doubled in Canada since 2019, fueling the growth of RMNs.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. The online shopping boom led to the rise of RMNs.
  3. Retail media is in heavy growth mode at scale.
  4. Retail media is the fastest-growing digital ad segment.
  1. Amazon reigns.
  2. Canada’s RMNs are tied to the most influential brands.
  3. Why do advertisers invest in retail media?
  4. Retail media is now essential for certain product categories.
  1. Challenges and growing pains remain.
  2. Sources
  3. Media Gallery
Download
Share
About This Report
Retail media’s positive hype is real. We expect it will disrupt the digital advertising landscape worldwide. In Canada, a handful of players—led by Amazon, Walmart, and Loblaw—have turned it into the fastest-growing ad segment in the country, and at scale.
Table of Contents

authors

Paul Briggs

Contributors

Angela Kim
Senior Researcher
Paul Verna
Principal Analyst
Debra Aho Williamson
Principal Analyst
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