How Retail Media and CTV Advertising Dominate Omnichannel Strategy

Ads in supermarkets, social media feeds, and streaming platforms—advertising today is everywhere. Amid this saturation, two channels are emerging as the new power players in omnichannel marketing: CTV advertising and retail media. 

In a landscape where ads are inescapable, the goal is no longer ubiquity—it’s consistency and connection. That’s where the omnichannel strategy comes in. Whether the audience is watching, scrolling, or shopping, ads must be seamlessly integrated and relevant across touchpoints.

Omnichannel advertising has given brands the superpower of seamless connection—a chance to stay consistent and reach consumers across multiple touchpoints. And now, with CTV and retail media shaking up the landscape, brands are navigating a fresh, uncharted course.

So, what’s the deal with these two? Let’s dive into the factors, trends, and impact they bring to the ad world. 

The entry of CTV advertising and retail media into omnichannel ads

Traditionally, omnichannel advertising was dominated by search (Google), social media (Facebook, Instagram, TikTok), linear TV, and programmatic display ads. These relied heavily on third-party cookies and generalized targeting. But then, the Mary Poppins of privacy—first-party data—swooped in through CTV and retail media, changing the game forever. 

When streaming platforms exploded globally, cable TV’s reach began to shrink. What started as an alternative became the new mainstream, and soon, advertising followed. From a marketer’s perspective, CTV (Connected TV) didn’t just replace traditional TV—it upgraded it. Unlike cable, CTV ads are digital, data-driven, and hyper-personalized on platforms like Hulu, Roku, and YouTube TV. Advertisers suddenly had more control, better targeting, and measurable results—a luxury cable could never offer. 

Meanwhile, retail media’s entry into omnichannel ads was a full-blown “Eureka” moment for giants like Walmart, Amazon, and Instacart. Retailers looked at their goldmine of first-party shopper data and thought, “Why let Google and Meta take all the ad revenue when we know exactly what people are buying?” And just like that, they transformed their platforms into ad powerhouses, allowing brands to reach consumers at the moment of purchase.

What started as an additional revenue stream quickly became a primary driver of digital ad spend. 

Changing of power dynamics and overtaking of traditional media channels

The two new media channels quickly claimed their spots in media ad spending. According to EMARKETER’s data, nearly 70% (69.2%) of the US population will be a CTV user in 2025. These stats change the power dynamics and stakes of CTV advertising in omnichannel ads.  

Another driving point is how retail media syncs together with CTV advertising. Retail media ad spend on connected TV (CTV) is growing quickly in the US, increasing 45.5% YoY in 2025, EMARKETER forecasts. 

Social media advertising’s dominance is slowly slipping as CTV and retail media carve out larger slices of the ad budget. Once the go-to platforms for targeted digital advertising, Meta and Google face fierce competition from these rising stars. The reason? Better targeting, richer data, and direct sales impact. 

With retail media proving itself as a direct sales driver, brands are increasingly shifting their investments toward platforms like Amazon Ads, Walmart Connect, and Instacart Ads. Unlike traditional display or social ads, retail media placements allow brands to engage right at purchase, making them far more valuable. This performance-driven approach convinces advertisers to double down on retail media as a core strategy rather than an experimental one. 

Meanwhile, CTV is taking center stage as traditional TV continues to decline. Advertisers are drawn to shoppable and programmatic video ads, making TV advertising more dynamic and measurable. With streaming platforms embracing ad-supported models, brands see CTV as the modern alternative to prime-time TV, just with better data and engagement tools. The days of guessing whether a TV spot worked are gone; now, CTV allows precise targeting and performance tracking, making it a must-have in omnichannel strategies. 

The most significant shift ahead? Brands have moved from a “social-first” to a “CTV + retail media-first” approach. Once the backbone of digital advertising, social media may increasingly become a support channel rather than the primary focus.  

Three Factors that drive CTV advertising and retail media unstoppable

The rise of CTV and retail media isn’t just about new ad placements—it’s about privacy, precision, and compelling advertising.  

First-party data makes CTV and retail powerful advertising channels without putting the audience at a crossroads with intrusive cookies and third-party channels.  

The second is precise targeting. Unlike social media or third-party tracking, these platforms offer reliable, consent-driven insights, allowing brands to target and personalize ads precisely. 

Third is hyper-personalization, which makes ads more compelling and engaging to the audience rather than pushy and annoying.  

Of course, how can we leave behind the power of togetherness? These two channels create a powerful synergy, allowing brands to merge CTV insights (what people watch) with retail media data (what people buy).  

This combination creates a full-funnel advertising loop, where a consumer’s journey from awareness to purchase is more seamless than ever.  

Imagine this: A shopper sees a compelling CTV ad for a product while watching their favorite streaming show. Later, while browsing Amazon or Walmart, they encounter a sponsored product placement for the same item.  

This interconnected approach doesn’t reinforce brand messaging and dramatically improves conversion rates by keeping the product top-of-mind across different touchpoints. 

Cut to the chase

CTV advertising and retail media are reshaping the omnichannel advertising playbook. As marketers adapt, Google search and social platforms are evolving to keep pace. But the real growth today lies in platforms that combine data, context, and purchase power—making CTV advertising a foundational pillar for future-forward campaigns