Uber-owned alcohol delivery service Drizly is the latest business to launch its own retail advertising division
Retail media as a whole went from generating $88 billion in advertising revenue last year to $101 billion this year, accounting for 11% of total ad sales and 18% of digital ad sales on a global basis, according to GroupM, the media division of ad holding companyAlcohol’s status as one of the most heavily-regulated consumer goods categories limits brands’ ability to market their products relative to most other categories.
Drizly has collaborated with most of the top 50 alcohol suppliers and plans to increasingly pitch midsize and emerging brands that are interested in reaching its core demographic of millennial and Gen Z drinkers, but work with limited budgets, Mr. Patel said.
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