Sonder 2026旗下媒体全球报告

ABOUT THE AUTHORSSonder is an independently owned international media valuation and softwarebusiness. Having unlocked over $12Bn in owned media value for brandsand businesses in the past decade, across 10 industry sectors, in 22 different Sonder pioneered leveraging owned media via retail and commerce medianetworks and has worked with leading organisations around the world, For this, Sonder’s fourth market report, we partnered with leading retail mediacommentator Andrew Lipsman. Andrew is an independent analyst previouslyat EMARKETER, focusing on retail and ecommerce. Our research partner for Owned media spans a vast array of channels and formats that an organisation Executive Summary The Forefather of Retail Media The Modern Owned Media Landscape The Strategic Value of Owned Media How to Value Owned Media Commercial Potential by sector and region Innovations by Sector24 Owned Media Leverage as a ‘Whole Business’ Opportunity Conclusion: 3 Things Every CMO Should Know Appendix – Glossary & Methodology ▶The global commercial potential ofowned media is $573 billion– While theUnited States accounts for over one-third media opportunity, it drives less than 1%of US retail media ad revenues. ▶The commerce media flywheel is the keyto maximizing owned media revenue–Retail and commerce media networks ▶Less than 30% of the global commercialpotential of owned media is currentlybeing captured– With global retailmedia expected to reach $160 billion, ▶Retail media has 4x the commercialpotential of commerce media– Theglobal commercial potential of retailmedia tops $450 billion compared with ▶Physical retail is the biggest ownedmedia opportunity for non-pureplayonline retailers– Across all sectors,websites are the biggest owned media ▶In-store retail media is more valuable forFMCG-focused retailers– Physical storesare 54% of the owned media potential for ▶Large telco companies have the biggestunrealized media network opportunity– Across the US, UK, and Australia,telcos are currently minor players in the ▶Physical stores have a massive ownedmedia monetization gap among US THE FOREFATHER OF John Wanamaker: John Wanamaker—known today by his oft-cited aphorism “Half the money I spend onadvertising is wasted; the trouble is I don’t John Wanamaker was, byany reasonable standard, theforefather of retail media. What many don’t know is that he wasfirst and foremost a retail pioneer andmastermind behind the modern department Wanamaker’s innovations went beyondthe channel itself. He introduced eventsand dining options to establishments togive customers a reason to stick around.He insisted on transparent pricing and the Wanamaker’s true genius was understandingthe interplay between media, advertising,and commerce. He leveraged his storesas media channels, ran mass reachand targeted ads to drive traffic, and Central to his retail success was a deepunderstanding of the value ofowned media.Wanamaker realized that his physical stores The Physical Store as Theater Wanamaker regarded the retail store asmuch more than a location to stock andbuy goods. He saw it as a place for peopleto convene in shared experiences, includingdining, concerts, and art exhibits. With THE FOREFATHER OF The Retail Catalog famously printing and distributing onemillion copies of a brochure about his retail Wanamaker published his own retailcatalogs, which not only operated as a salesand marketing channel but also carriedadvertisements from brands sold in hisstores, as one of the first instances of retailadvertising. In the early 1900s, Wanamaker Wanamaker believed so deeply in the valueof print media that he developed his ownin-house publishing capability, which wasused to print advertising brochures and evena fashion magazine calledLa Derniere Heure Social & Community Events Mass Reach Advertising Wanamaker viewed his stores as vital forceswith their communities that served not onlyas commercial enterprises, but institutionsto elevate civic and social life. They were Wanamaker was also a pioneer of massreach advertising as one of the first retailersto advertise in newspapers. He garneredwide attention for prominently placed THE MODERN OWNED THE MODERN OWNED Fast forward to today the global owned Modern retailers possess many of the same573Bn core assets leveraged by Wanamaker acentury ago—the primary difference beingthat several are digitized versions of theoriginals. Now instead of distributing fliers The physical store remains a valuable butunder-utilized owned media channel forretailers. In the US, in-store digital retailmedia is less than 1% of retail media ad Top Channels in Which Partner Brands “The first voices I heard regarding thevalue of in-store media came—quiteloudly, in fact—from brands themselves,”said Keith Bryan, former President of BestBuy Ads. “And while both traffic and retailmedia have trended toward ecommerce As part of this report, Sonder partnered withthe CMO Council to conduct a survey ofseni