Retail media is expanding fast. In 2025, Canadian retail media spend will reach about C$3.7 billion, nearly 20% of all digital ad dollars. Globally, spending is forecast to surpass US$128 billion, putting retail media on track to overtake linear TV in just a few years.

For small and mid-sized CPG brands, this creates both opportunity and pressure. There’s a common perception that retail media requires deep pockets and enterprise scale. The truth is, smaller players can still compete and win with the right strategy.

The Concentration Challenge

Today, about 85% of retail media spend goes to Amazon and Walmart, leaving the other 15% split across hundreds of networks in North America. For smaller CPGs, this means budgets must be invested wisely, often with less room for error than their larger competitors.

Retail Media Strategies for Small CPG Brands in Canada

Don’t spread thin across ten networks. Focus on one or two that align with your category and shopper profile.

1. Pick your battles

Don’t spread thin across ten networks. Focus on one or two that align with your category and shopper profile.

2. Use precise audiences

Leverage custom and lapsed-buyer segments. For example, layering mobile location data with POS insights can double efficiency compared to generic targeting.

3. Activate in-store

Digital screens at checkout or sampling activations can deliver conversion rates as high as 91% purchase intent after engagement.

4. Start small, then scale

Run short test campaigns with clear KPIs, sales lift, redemption rates, or repeat purchases. Reinvest in the best-performing networks and audiences.

Best Canadian Retail Media Networks for Small Budgets

Convenience and multicultural networks are often the best starting point. These environments provide national coverage with neighborhood-level precision at a fraction of the cost of big-box retail.

      • Circle K reaches consumers at 2,132 locations in Canada, with more than 3,600 at-cash digital screens.

      • Rabba Fine Foods serves 37 neighborhoods across the Greater Toronto and Halton areas, delivering daily impressions of more than 80,000 shoppers.

      • Hasty Market operates 130 Ontario locations with AMP digital screens that capture attention at street level and checkout.

      • INS Market offers 120 high-traffic locations with POP and window screens that drive last-minute purchases.

      • Multicultural grocery networks add reach in diverse communities, with more than 400 digital screens and 264 static posters.

     

    How Data Partners Help CPGs Scale Retail Media

    Data silos and inconsistent reporting are a major risk for small budgets. Without attribution, dollars can vanish with no proof of return. 

    That’s where tools like Datalytica come in.

    Datalytica goes beyond basic reporting. It integrates point-of-sale data, mobile exposure, and digital campaign performance into a single view, connecting impressions to actual purchases. For CPG brands, that means being able to see whether a DOOH ad outside a store, a mobile retargeting campaign, or an in-aisle promotion actually moved product off the shelf.

    The platform doesn’t just unify data, it models incrementality and lift so brands know what sales were truly driven by media versus what would have happened anyway. Real-time dashboards let marketers adjust campaigns mid-flight instead of waiting until budgets are spent. Retailers benefit from transparency, while brands gain the confidence to double down on what’s working.

    Datalytica turns retail media from a gamble into a measurable growth channel, giving CPGs the proof they need to scale efficiently and justify every dollar

    The Takeaway

    Small and mid-sized CPGs are not locked out of retail media. With smart targeting, selective investment, and the right data partners, they can scale efficiently and compete with larger players. At Shopper Marketing Media, we help brands of all sizes unlock growth by turning data into actionable retail media strategies.

    FAQS

    Why should small CPGs invest in retail media?

    Retail media reaches shoppers at the point of purchase, where decisions happen. For small CPGs, it offers access to retailer data, precise targeting, and measurable ROI. Even modest budgets can drive sales lift, new-to-brand buyers, and repeat purchases.

    Which Canadian networks are best for smaller budgets?

    Convenience and multicultural networks like Circle K, Rabba, Hasty Market, INS Market, and independent grocery locations provide national coverage with neighborhood-level targeting. They’re affordable and effective for reaching diverse shoppers.

    How can small budgets be scaled effectively?

    Focus on one or two networks, run short test campaigns, and double down on top performers. Refresh creative often to avoid fatigue. This test-and-learn approach helps smaller brands grow gradually while maximizing return.

    What role does data play in scaling retail media?

    Data separates guesswork from growth. Platforms like Datalytica provide cross-retailer reporting and closed-loop attribution, helping smaller brands prove ROI, eliminate waste, and reallocate budgets with confidence.

    Can retail media work for niche or multicultural brands?

    Yes. Retail media is especially valuable for niche and multicultural brands because it connects them with specific audiences at scale. Networks like Rabba and multicultural grocery stores provide direct access to diverse communities with authentic messaging.

    Is retail media only for large brands?

    Retail media is not only for large brands. Small and mid-sized businesses can use retail media to target in-market shoppers, access first-party data, and compete on digital shelves. Many platforms offer flexible budgets and scalable tools, making retail media accessible to brands of all sizes.

    What’s the difference between convenience store media and big-box retail media?

    The main difference between convenience store media and big-box retail media is scale and targeting. Convenience store media focuses on hyper-local, impulse-driven ads near point-of-sale. Big-box retail media targets broader audiences using larger budgets, national reach, and advanced data integrations for omnichannel campaigns.