The home improvement retailer is in good company: Walmart Connect started selling inventory to non-endemic advertisers in April 2024, and Amazon has been doing so since 2022. Together, Amazon and Walmart accounted for 84.2% of retail media digital ad spending in 2024, according to Emarketer. Analysts at the firm expect that share to hold steady in 2025.
The partnership between H&R Block and Orange Apron Media is a “smart extension of non-endemic advertising,” Emarketer’s Sarah Marzano told ADWEEK.
“In retail media, category-specialist retailers can offset the limitations of their endemic assortments by leveraging their deep understanding of specific consumer segments,” Marzano continued. “It’s a strategic play that underscores how retail media can go beyond traditional endemic brands to drive meaningful consumer benefits.”
