2025年美国商业媒体预测报告：新兴垂直领域站稳脚跟 零售商让出市场份额（英）

Retailers Cede Share as EmergingVerticals Find Their Footing Author: Sarah Marzano Contributors: Oscar Bruce Jr., Suzy Davidkhanian, Wendy Malloy,Emma Noyes, Naomi Rebuelta, Matt Torpey, Paul Verna Compliments of Executive Summary ▪US commerce media ad spending will exceed $100 billion by 2028.While YoYgrowth will slow throughout our forecast period, commerce media is poised to make up ▪Retail’s share of commerce media is set to fall below 90%.Retail media will continueto dominate commerce media ad spending, but its share will decline each year as ▪Nonretail commerce media will grow at a faster rate.Nonretail commerce media willenjoy a CAGR of 34.1% between 2025 and 2028, compared with 16.2% for traditional ▪Distinct nonretail commerce media cohorts are forming.Financial services, travelcompanies, and commerce intermediaries are among the distinct cohorts of commerce 1|Forecast overview (2025–2028)2|A (slowly) shifting landscape3|Distinct cohorts take shape4|Recommendations A G E N D A Commerce media spending will surpass $100 billion by 2028 billions in US commerce media ad spending, % change, and % of total digital ad spending, 2024–2028 Retailers wrote the commerce media playbook, but itsevolution has created opportunities for nonretail verticals Retail looms large over commerce media,with travel a distant second billions in US commerce media ad spending, by type, 2023–2026 1|Forecast overview (2025–2028)2|A (slowly) shifting landscape3|Distinct cohorts take shape4|Recommendations A G E N D A Nonretail commerce media spending will morethan double (from a small base) by 2028 billions in US commerce media ad spending and 3-year CAGR, retail vs. nonretail, 2025–2028 Retail’s share of commerce spending is decliningas emerging verticals find their footing % of total US commerce media ad spending, retail vs. nonretail, 2023–2028 1|Forecast overview (2025–2028)2|A (slowly) shifting landscape3|Distinct cohorts take shape4|Recommendations A G E N D A Financial services, travel companies, and commerce intermediarieshave joined retail as distinct commerce media verticals Beyond first-party data (which is table stakes),networks’ strengths and opportunities vary key differences in commerce media networks’ data and audience insights Growth in travel media network ad spending will billions in US travel media network ad spending and % change, 2023–2026 Starting from a small base, financial media network adspending growth will pick up momentum through 2026 billions in US financial media network ad spending and % change, 2023–2026 “Other” commerce media network ad spendingis set to exceed $4 billion by 2026 billions in US “other” commerce media network ad spending and % change, 2023–2026 1|Forecast overview (2025–2028)2|A (slowly) shifting landscape3|Distinct cohorts take shape4|Recommendations A G E N D A How should advertisers capitalize ▪Evaluate emerging commerce media networks for the potential to reach otherwise ▪Capitalize on the unique purchase and intent signals across commerce media networks ▪Reserve a portion of ad budgets for testing new offerings and capabilities.Establish key frameworks for evaluating success so that budgets may be scaled ▪Evaluate third-party technology partners that can streamline disparate data sets ▪Design and adjust content and messaging for contextual relevance based on where How should commerce media networks stay aheadin an increasingly competitive landscape? ▪Stay abreast of emerging verticals, capabilities, and trends to tailor your network’s ▪Weigh the benefits and ROI of building an in-house bespoke media network versus ▪Proactively explore collaboration opportunities as new verticals enter the landscape,leveraging complementary data sets in secure environments (e.g., data clean rooms) ▪Convince leadership of the need to invest continuously in platform optimization to stay ▪Gain insight into your advertising partners’ success metrics and proactively address Three commerce media trends for advertisers in 2025 This sponsored article was contributed by LiveRamp. Lori JohnshoyIndustry Strategy DirectorRetail & CPG The IAB has released retail media standardizationguidelines, and companies like LiveRamp offer toolsthat standardize campaign and audience insights withsimplified terms, priming the industry to revolutionizemeasurement standards. What will set advertisers Non-endemic advertising opens new doors Media networks are seeing a rise in demand from non-endemic advertisers as data collaboration is becoming The stage is set for commerce media in 2025. With UScommerce media ad spend predicted to reach $68.69billion this year, a 21.8% growth over 2024, perEMARKETER’s December 2024 forecast. As marketers Advertisers in finance, travel, quick-service restaurants,and health and fitness should deepen their partnershipswith commerce media networks to understand thesynergies and gaps between their consumers to targetaudiences in new ways