乐观与谨慎

Retail Media Networks:Optimism Temperedwith Caution JULY 2024 TABLE OF CONTENTS INTRODUCTION.........................................................................................................................3BACKGROUND...........................................................................................................................7EXECUTIVE SUMMARY...............................................................................................................8DETAILED FINDINGS................................................................................................................10Percentage of Marketers Using Retail Media in the Past Year........................................10Future Plans to Use Retail Media..............................................................................11When Marketers Started Using Retail Media..............................................................12Number of RMNs Used by Marketers.........................................................................13Marketers’ Use of Individual RMNs............................................................................14Anticipated RMN Use in the Next Two Years...............................................................15Most Important Goals for Retail Media Campaigns.......................................................16Current View of Retail Media Investment....................................................................17Future View of Retail Media Investment.....................................................................18Retailers’ Influence on Decision to Use RMNs.............................................................19Biggest Opportunities for Retail Media in the Future...................................................20Biggest Challenges with Retail Media Today................................................................21Internal Groups Responsible for Managing RMNs.......................................................22Sources of Funding for RMNs..................................................................................23Role of Retail Media in National/Brand Equity Plans....................................................24Retail Media Spending Incrementality........................................................................25Total Budget Percentage Spent on RMNs..................................................................26Retail Media Tactics Used........................................................................................27Marketers' Future Spending Plans............................................................................28Most Important KPIs for RMNs................................................................................29Measurement Capabilities of RMNs Relative to Other Options......................................30How Marketers Are Handling Measurement of RMNs...................................................31CONCLUSIONS........................................................................................................................32ACKNOWLEDGEMENTS.............................................................................................................36APPENDIX..............................................................................................................................37 INTRODUCTION While retail media networks (RMNs) have been around for well over a decade, with AmazonAdvertising leading the charge back in 2012, they have really come into their own over the pastthree to four years. There are well over 50 retail media platforms in the U.S., with more than30 launched since 20211. RMNs are a source of newfound revenue, with fatter margins thanretailers’ on-shelf offerings, so retailers are rushing headfirst into the marketplace. Some RMNseven aspire to become full-fledged media companies. Marketers have embraced RMNs, particularly CPG companies, first as a cost of doing businesswith their established retail partners, then as an effective and proven driver of sales, and morerecently as potential “full-funnel” partners. The value of their rich first-party data cannot beunderstated. What Is a Retail Media Network? A retail media network is a network of digital channels owned by a retailer that allows marketersto purchase advertising space directed by the retailer’s first-party data to targeted shoppersand prospects. Retail media advertising can include online display advertising and paid searchacross retailer assets, as well as off-site display, video, and social placements (i.e., to otherweb and social sites), again targeted by the retailer’s first-party data. Retail media is nowexpanding to CTV, with Amazon Prime and Walmart’s purchase of Vizio. And in the latest twist,even non-retailers are finding the potential revenue stream of their first-party data too hardto resist, with so-called “commerce media networks” such as Chase Media Solutions andUnited Airlines’ Kinective Media joi