~30% of Australian Retail Media spending will be allocated from existing traditional media budgets by 2025: Morgan Stanley (Mi3)

Paul Brooks, Coles Retail Media. Morgan Stanley has forecast Australia's retail media market could top $1.9bn by 2025, with a pipeline of firms aiming to tap in. In the last year Kogan has launched into retail media, as has Metcash, while owned media consultancy Sonder reckons there could be dozens primed to enter the fray – and to date has been largely on the money. […]