The U.S. retail media market offers a useful window into where commerce media is heading. IAB U.S. has published an assessment of where commerce media networks are finding it hardest to gain traction: too many chasing scale without a clear strategy, too few making deliberate choices about what they're building. The average brand now buys from just six CMNs globally, which means differentiation matters as much as presence.
New Zealand is at an earlier stage. We have fewer networks, a smaller advertiser base, and retail media that's still growing its share of brand budgets. But patterns that emerge in more developed markets are worth understanding ahead of time.
The practical value of this report is the six-path framework. It gives New Zealand retailers and commerce players a useful framework for thinking about where they want to be, and what kind of media business they are building for the long term.
New Zealand has fewer networks, a smaller advertiser base, and retail media that's still evolving and growing - but looking ahead to more developed markets is always useful for forward planning. IAB New Zealand Members can download the full report below.
IAB New Zealand Members can download the full report via this link
For further information or to become an IAB New Zealand Member, please get in touch.
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