DoubleVerify：零售媒體的崛起2024 THE RISE OF RETAIL MEDIA WHAT TO EXPECT IN 2024

THERISEOFRETAILMEDIA:

WHATTOEXPECTIN2024

Sector-specificinsightsfrommarketersononeofdigitaladvertising’sfastest-growingchannels

THERISEOFRETAILMEDIA

TheViewfromDV

Retailmediaisoneofthefastestgrowingchannelsinadvertising.

Withe-commerceontheriseandthechannel’sprivacy-friendlyreachpotential,brandsareinvestingheavilyinthisspace.

Byworkingcloselywithadedicatedgroupofearlyretailmediaadopters

wehaveseenthechallengesandopportunitiesfirsthandbyhelpingmaximizeperformancefortheseintrepidbrandsandnetworks.Digitalmediaprotectionisofvitalimportanceasbrands,agenciesandretailmedianetworksestablishafoundationoftrustthathelpsbuyersandsellerstransact.Thefollowing

insightsprovideclarityonthedevelopingtrendstohelpkeyplayersunderstandwhatthefutureholds.

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THERISEOFRETAILMEDIA

TOTALRESPONDENTS:401

DEMOGRAPHICS

Methodology

Tobuildthisreport,DVpartneredwithSapioResearchtosurveyabroadrangeofadvertisersandmarketersonretailmedianetworks(RMNs)acrossfourkeymarkets.RespondentswereaskedanumberofquestionsabouttheirengagementwithRMNstohelpusunderstandshiftingtrendsandsentimenttowardthisadvertisingchannel.

Country

ofResidence

11%ofrespondentsheldC-suitelevelpositions

17%ofrespondentsheldOwnerpositions

21%ofrespondentsheldDirectorlevelpositions

50%ofrespondentsheldManagerpositions

Agency:37%

Consultant:8%

RoleType

GERMANY:100

Brand:55%

FRANCE:100

Audience

UK:100

US:101

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THERISEOFRETAILMEDIA

ExecutiveSummary

TheCOVID-19pandemicsignificantlyimpactedretailmediagrowth.Thisincreaseinengagementbroughtadditionalopportunitiesforretailersandadvertiserstoreachhigh-intentconsumersspendingmoretimeonline.Accordingto

VerifiedMarketResearch,

theretailmediamarketisnowthethird-largestdigitaladvertisingchannel

intheU.S.andisexpandingglobally.

AspartofDV’smissiontomaketheinternetstronger,

saferandmoresecure,wesetouttoanswerkeyquestionsabouthowadvertisersareapproachingtheirinvestmentsinRetailMediaNetworks.

WhatisaRetailMediaNetwork?

Aretailmedianetwork(RMN)isanadvertisingchannelofferedby

e-commerceplatformsthatleveragesaretailersfirst-partyconsumerdatatoreachaudiencesacrosstheirownproperties,andaspartofextendednetworks.

Growth

HowhighisdemandforRMNs

andwhereisitfocusedglobally?

Value

WhyareadvertisersusingRMNs

andwhichKPIsaretheyfocusingon?

Challenges

Whatbarriersarelimitingfuture

RMNadoption?

Verification

HowcanRMNsandadvertisersalign

onadqualityandmeasurement?

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THERISEOFRETAILMEDIA

17%

Increase

Decrease

StaytheSame

14%

69%

STATEOFPLAY

RetailMediaNetworksataGlance

ADVERTISERS

HowRMNAdSpendWillChangeOvertheNextYearAverageShareofAdSpendGoingtoRMNs

Brands

24%

Agencies

25%

AverageDurationofRMNUsage

59%Morethanayear

41%Lessthanayear

6+Years

3-5Years

1-2Years

6MonthstoaYear

Lessthan

6Months

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THERISEOFRETAILMEDIA

U.S.

51%

REGIONALDIFFERENCES

U.S.FirsttoRetailMediaMarket

RespondentsSayingRMNs

PerformBetterThanAlternatives

73%

EMEA

AverageShareofAdSpendGoingtoRMNs

U.S.

30%

EMEA

22%

AverageRMNUsage

Duration(Months)

U.S.

21

EMEA

15

RespondentsPlanning

toIncreaseRMNSpend

U.S.

83%

EMEA

62%

RespondentsUsingRMNs

U.S.

87%

EMEA

63%

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THERISEOFRETAILMEDIA

1st

2nd

3rd

POPULARITY

BigE-CommerceNamesReaptheRewards

Whileretailersspinupnewadplatforms,thelargestRMNsareseeingthemarketsharebenefitsofearlyadoption.

Ofthosesurveyed,avastmajorityworkprimarilywithAmazonAdvertising,whichpioneeredmanyoftheRMNstandardsweseeacrossthewebtoday.*

U.S.

UK

FRANCE

GERMANY

*Onlyaskedtothoseusingretailmedianetworks

THERISEOFRETAILMEDIA

MEASUREMENT

BrandsandAgenciesSplitonMeasuringSalesvs.Shoppers

Everyadvertisercaresaboutmeasurement,butformediabuyersworkingwithRMNs,thoseKPIscanvary.Marketersmaybasedecision-makingoninternaldataaboutincreasedin-storeoronlinesalesorrelyondigital-firstdatapointssuchas

clicksorconversions.Withsomanypossibilities,RMNsneedtounderstandtheKPIsonwhichthey’rebeingevaluated.

HowDoYouMeasuretheEffectivenessofRMNCampaigns?

Brands

Increaseinin-storeoronlinesales

Conversions

(CPA/CPL)

Clicks(CPC)

50%

43%

39%

Impressions/Reach

Increaseinin-storeor

onlinesales

Clicks(CPC)

Agencies

43%

42%

41%

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THERISEOFRETAILMEDIA

40%

37%

MARKETERGOALS

GettingNewCustomersintheDoor

TheperceivedbenefitsofRMNsfocusonreachandaudiencegrowth,echoingthegoalsweheardfrommarketers

usingRMNstodayorplanningtointhefuture.However,secondarybenefitsdiverge.Brandsranktheincreasedpotentialtoreachtargetaudiences(37%)asthetopbenefit,whileagenciesfavoranimprovedshopperexperience(30%).

WhatAreYourPrimaryGoalswithUsingRMNs?

45%

Targetspecificdemographicsandproductinterests

Reachconsumersatthepointofpurchase

Attractfirst-time

customers

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THERISEOFRETAILMEDIA

CHALLENGES

ConvertingShopperstoCustomers

AdvertisersusingRMNstodayhavebeenoptimisticaboutgrowth.Butroadblockslimitwideradoption.

WhatAretheGreatestChallengesYouFaceWhenUsingRetailMediaNetworks?

Limitedactivationoptions

Limitationsofon-siteadspace

Highcosts

Lackofqualityverificationby3rdparties

ManagingmultipleRMNs

Lackofindustrystandards(formats,tracking,metrics,etc.)

Limitedreportingonretailer’sfirst-partydata

Measurementandattributiondifficulties

30%

30%

30%

30%

27%

27%

26%

22%

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THERISEOFRETAILMEDIA

COSTSANDRETURNONADSPEND

CheckingOutwithaFullCart

AlthoughmanyrespondentsfeelthatRMNsarepricierthanotherchannels,thereisadifferenceinperceivedvaluebetweenthosewhoareusingRMNsversusthosewhoarenot.RespondentswhodoleverageRMNsseetheirvalue,whilethosewhodonotmayneedmoreconvincing.

RespondentsWhoFeltthatRMNCPMsWereMoreExpensiveThanOtherChannels

Agencies58% Brands43%

AllRespondents48%

RespondentPerceptionofRMN

ReturnonAdSpend(ROAS)

19%

ThinkRMNs

PerformBetter

NotUsingRMNS

37%

AreUnsureof

RMNPerformance

Using

RMNS

ThinkRMNs

PerformBetter

AreUnsureofRMNPerformance

2%

61%

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THERISEOFRETAILMEDIA

VERIFICATION

BuyingBasedonQuality

Likealladvertisingontheopenweb,retailmediaadqualityisnotguaranteed.Bothbrandsandagenciesarealignedontheimportanceofthird-partyverificationtoensureadqualityonRMNs.

Qualitymeasurementprovidesmarketerswithpeaceofmindthatultimatelydrivesincreasedadspend.Similartotheregionaldifferencespresentelsewhere,US-basedmarketersaremorelikelytoprioritizeverificationovertheirEuropeancounterparts.

RespondentsWhoAgreewiththeFollowingStatement

Thereisaneedforthird-partyverificationonretailmedianetworks

78%

Ensuringadqualitywithinretailmedianetworksisimportant

US

France

Germany

UK

89%

73%

63%

US

France

Germany

UK

61%

43%

59%

77%

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KeyTakeaways

RMNsgarnerhighspendandreturn:RetailMediaNetworksarealreadyamajorplayerindigitaladvertising,demandinglargeamountsofadbudgetsasbrandsrecognizethevalueofreachingaudiencesatthepointofpurchase.

Opportunitiesforinternationalgrowth:ThepaceofretailmediaadoptiondiffersbetweentheU.S.andEMEA,showcasingtheneedforRMNstodriveadoptionandgrowthwith

region-specificgoalsinmind.

RoomforRMNstoeducateanddemonstratevalue:ContinuedgrowthinretailmedianetworksreliesuponRMNseducatinganddrivingdemandthroughstrongnarrativesfocusedon

omnichannelcampaignbenefitsandpotentialROAS.

Trustandtransparencyareessential:Brandsandagenciesagreethatthird-partyverificationisneededtobuildtrustinthisgrowingmarket,givingRMNstheopportunitytogrowadrevenuebyprioritizingadqualityandtransparency.

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THERISEOFRETAILMEDIA

PowerScaleandPerformancewithDV

DVprov