Retail’s New Ad Playbook: Why Brands Are Shifting Spend from Web to Apps
Retail media is going through a noticeable shift. With uncertainty around third-party cookies and people spending more time in mobile apps and on connected TVs (CTV), brands are rethinking how they show up. More and more, budgets are moving away from traditional web placements and into high-attention environments where results are easier to measure and more aligned with how people engage with content today.
Moving On from the Cookie-First Mindset
For years, cookie-based targeting shaped digital advertising. But as privacy regulations tighten and browser support declines, marketers are turning to channels that offer stability, performance, and precision.
Retailers are responding by expanding their retail media networks (RMNs) beyond their owned websites. These networks now stretch into offsite ecosystems — especially mobile apps and CTV — powered by rich first-party data like loyalty programs and purchase history. Brands are taking notice and reallocating spend into environments where they can command attention and drive action.
According to eMarketer, U.S. retail media ad spend is expected to grow by 88.5%, from $51.94 billion in 2024 to $97.91 billion in 2028. Much of this growth is driven by the rise of offsite channels that deliver scale, performance, and identity-safe targeting.
Why Mobile Apps and CTV Are Winning
Mobile apps and CTV aren't just emerging alternatives — consumers are spending more time in apps than ever before, over 92% of their mobile time, according to eMarketer. On the big screen, Statista reports a surge in CTV usage and advertising, making it one of the most powerful drivers of video engagement today. These behaviors are prompting advertisers to follow the attention.
What makes these channels so compelling? Apps deliver frictionless, personalized experiences. CTV offers immersive, brand-safe content at scale. Together, they help brands break through and connect with consumers in moments that matter.
At MobileFuse, we enable brands to take full advantage of this shift. By leveraging first-party retailer data and advanced identity signals like UID2.0 and RampID, we enable campaigns that achieve strong CRM match rates and exceed industry benchmarks for performance.
Driving Omnichannel Results with Measurable Impact
Mobile and CTV go beyond capturing attention; they actively support omnichannel strategies by linking digital engagement to physical-world results. Brands can monitor how audiences interact across screens and attribute those moments to tangible outcomes like store visits, product interest, or purchases.
MobileFuse supports this with closed-loop measurement across top partners like Lucid, Claritas, Cuebiq, and NCSolutions. Our log-level data empowers advertisers to connect every impression to real-world outcomes. And the numbers prove it:
- 45% average lift in store visits
- 29% increase in brand awareness
- 12% lift in retail sales
Real Results from Top Retailers
Retailers partnering with MobileFuse are already seeing these benefits. A health-focused seasonal campaign generated over 140,000 cart transfers and a ROAS exceeding $3. Another initiative targeting younger, multicultural shoppers drove more than 40,000 cart transfers through a strategic mix of mobile and CTV placements.
The New Standard in Retail Media
As retail media evolves, there's never been a better moment to explore new strategies. These channels are no longer "extensions" — they're essential parts of the modern retail media mix.
MobileFuse helps brands transform first-party data into high-impact app and CTV experiences that drive measurable, omnichannel results. Get in touch with our team or take a look at our creative solutions to learn more.
