2024年零售媒体现状报告

THE STATE OFRETAIL MEDIATHE COMPLETE RESULTS TABLE OF CONTENTS INTRODUCTION Retail media’s growing role inthe marketing mix If there’s one thing that’s clear, it’s that retail media is no longerjust an emerging channel—it’s a cornerstone of consume rgoodsmarketing strategies. Over the past year, the conversation Key factors driving budget The rising importance of The good news? Retail media continues to hold its ground asthe most important marketing channel for 92% of consumergoods marketers in our study. With social advertising at 91% Accelerators and roadblocks in Social commerce as a growingpillar in retail media strategies Technology maturity andadoption trends in retail media Now in its fourth year, the State of Retail Media study exploreshow brands navigate this dynamic landscape. From investmenttrends to tactical innovations, this edition’s findings offer Expanding channel capabilitiesto enhance efficiency KEY TAKEAWAYS FROM THE SURVEY RETAIL MEDIA DOMINATES BUDGETS BUT FACES SOCIAL COMMERCE LEADS THE EXPANSION OF Social commerce is emerging as a critical retail media priority, with 71%of marketers planning to increase budgets in 2025. Bridging discoveryand purchase, social commerce has seen significant growth, with 91%of marketers emphasizing its importance—a 23% increase over the Retail media remains the leading marketing channel for consumergoods organizations, with 92% ranking it as their most importantstrategy. While budgets continue to grow, challenges around ROIand incrementality are becoming increasingly evident. Smaller CONSOLIDATION AND TECHNOLOGY ADOPTION FULL-FUNNEL STRATEGIES DRIVE FUTURE VALUE The full-funnel retail media approach is gaining traction, with 61%of leaders emphasizing its ability to ensure consistent messaging,and 59% say it helps to influence consumers at every stage of thecustomer journey. Despite its potential, budget constraints and a Marketers prioritize platform consolidation and improved techadoption to streamline performance and maximize efficiency. While57% of leaders rank consolidation as highly important, tools like AIand data clean rooms remain underutilized, with only 2 in 5 reporting INCREMENTALITY GAPS HOLD BACK RETAIL Incrementality is now the top challenge for retail media marketers,as proving incremental value remains elusive. Limited tools andunclear methodologies hinder confidence in scaling budgets.While 40% of respondents believe improved insights could unlock MEASUREMENT WILL NEED TO TAKE A GIANT LEAP FORWARD Retail media measurement takes center stage in 2025. As ad spend reaches record highs, advertiserswill demand transformative advancements in measurement to validate and optimize theirinvestments. Incrementality and ROI will dominate the conversation, with innovative tools and TRENDS HOW RETAIL MEDIAWILL EVOLVE IN 2025 SOCIAL COMMERCE IS SET TO EXPLODE 2025 is the breakthrough year for social commerce. Social media platforms have evolved intodynamic content ecosystems, making them ideal for blending discovery with seamless purchasing.With trusted brands like Amazon and Walmart embedding their functionality into social platforms, We’ll look back at 2025 as atransformative year for retailmedia. With record-breakinginvestments and technologicaladvancements, retail mediais no longer an emergingchannel—it’s an essential CONNECTED TV FUELED BY RETAIL MEDIA DATA 2025 could be a turning point for Connected TV (CTV) as more retail media marketers explore itspotential amid the decline of linear TV. Retail media data—like purchase history and browsinghabits—enables personalized, dynamic ad experiences, positioning CTV as a bridge between brand THE RETAIL MEDIA NETWORK GOLD RUSH WILL EVOLVE The retail media network (RMN) landscape will undergo a significant shakeout in 2025. Withover 200 RMNs competing globally, only those that innovate will thrive. Networks that introducegroundbreaking ad experiences, deliver advanced measurement capabilities, and provide unique COMMERCE MEDIA IS HERE In the 2024 report, we predicted that retail media was ushering in abroader concept called commerce media — a more expansive androbust approach that leverages commerce data for media planning & The shift to commerce media has unlocked new opportunities formarketers to maximize retail media but also engage consumersholistically by breaking down the long-standing silos between In 2025, success in commerce media requires brands to embraceadvanced measurement frameworks, optimize data-drivenprocesses, and invest in technology that bridges retail, digital, "Taking a few steps back and connecting thedots on these key growth areas indicates a moreexpansive and robust transformation for retail — Skai 2024 State of Retail Media Commerce media has emerged as a fully integrated, omnichannellayer that enables marketers to take control and leverage retailmedia and other channels to address every stage of the consumer ORGANIZATION PROFILE: BRANDS O