Retail media spending overtakes social for the first time

Advertisers spent more on retail media networks than on social platforms in the third quarter, the first time the two have crossed, with grocery chains capturing most of the shift.

The project had stalled twice before, most recently last year, when a change in leadership at Meridian Foods put several initiatives on hold. This time, the company says, the budget is approved and the contracts are signed.

The move comes as the sector adjusts to a year of slower growth. Analysts at the Northgate Survey estimate that spending in the category rose just 3 percent in the first half, compared with 11 percent a year earlier.

"The companies that will come out of this stronger are the ones that treated the slowdown as a chance to fix their cost base, not as a reason to freeze," said Rafael Duarte, who follows the industry for the Northgate Survey.

Where the money moved from

Executives at Meridian Foods said the plan will be rolled out in three stages, beginning with its largest markets. A second stage, covering smaller regional units, is scheduled for the second quarter of next year.

Not every investor is convinced. Shares in Meridian Foods slipped 2 percent after the announcement, with some analysts questioning whether the projected savings of $48 million a year are achievable on the stated timeline.

The figures are modest by the standards of the largest players but significant for a company of this size. According to its latest filing, Meridian Foods generated $48 million in revenue over the past twelve months, with margins improving in each of the last three quarters.