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In a turn which authors termed as shoppers warming up to sponsored ads launched by retail media networks (RMNs), a recent Bain & Company report titled "Retail Media: The Gift That Keeps on Giving" indicated that U.S. consumers were exhibiting growing acceptance of this advertising stream.
"With growing acceptance of sponsored ads across generations, advertisers and retail media networks can go bold this season," a Bain graphic proclaimed.
That sentiment appeared to be evident in the data presented: In 2025, a majority (61%) of respondents stated that they don't mind seeing sponsored ads for relevant brands or products, up from 47% last year; nearly half (42%) believe that the sponsored ads they see are usually relevant, up from just 24% in 2024; and more than half (53%) suggested that sponsored ads can actually be helpful when "done well," an improvement over the 40% who said so a year ago.
Generational Divide Between Millennials and Boomers Concerning Sponsored Ads, and More Metrics
Other notable statistics from the Bain report, conducted in conjunction with Rocket ROI:
- There's a generation divide in opinions regarding sponsored ads delivered via RMNs: Nearly three-quarters of millennials (70%) indicated they weren't put off by seeing relevant sponsored ads, while only 54% of baby boomers said the same. Gen Xers and zoomers fell comfortable in between these two poles.
- In terms of growth tactic rankings, retail media enjoyed a third-place position. E-commerce took the No. 1 spot, followed by marketing and media more broadly. In fourth was shopper marketing, and trade came in fifth.
- Ad buyers are lining up: Ad buyers project an increase of 11.6% in total spend with RMNs in 2025 versus 2024.
- However, consolidation in terms of preferred RMN spend is happening: Instead of six RMNs being the figure cited by ad buyers in 2024, that figure has dropped to 5, with consolidation of networks playing at least some part in calculations.
These figures echo results coming from an also-recent Zappi poll which found that consumers were showing increased acceptance of ads writ large (also echoing the age gap tied to ad enjoyment as a whole) -- and perhaps more importantly, that humor, relevance, and creativity were the major drivers between the best ads and those deemed less attractive.
"To start, many consumers enjoy advertising that helps them discover new products, stay informed and find good deals — and they appreciate entertaining, funny or creatively relevant ads," Zappi's Katie Sweet and Kelsey Sullivan outlined.
"But it’s humor and relatable content that are Americans' most valued aspects of advertising, with strong visuals and appreciated brands also boosting appeal," Sweet and Sullivan added.