IAS：推动零售媒体网络上的投资回报 DRIVING ROI IN RETAIL MEDIA NETWORKS 2023

RESEARCH

DRIVINGROIINRETAILMEDIANETWORKS

AUGUST2023

1

IntegralAdScience(IAS)conductedasurveytounderstandindustry

perspectivesonretailmedianetworkadvertising.Thisstudyprovidesinsightintothevalueandchallengesoftherapidlyexpandingretailmedianetworkadvertisingmarketforbothmarketersandconsumers,focusingonhow

mediaqualitycanovercomechallengesandmaximizeKPIsinthespace.

Inadditiontoconsumerdata,thisstudyintegratesfindingswithinformationfromexternalB2Bstudiesandobservationaldataanalysestofurther

understandindustryperspectivesofretailmedianetworkadvertising.

Studyobjectivesanddesign

DRIVINGROIINRETAILMEDIANETWORKS

ConsumerStudy

FIELDDATE

March2023

PARTICIPATION

n=1669U.S.retail

mediashoppers

DRIVINGROIINRETAILMEDIANETWORKS|2

RETAILMEDIANETWORKS

AREBECOMINGAKEY

PILLAROFADVERTISING

STRATEGIES

Retailmedianetworks(RMNs)letbrands

advertiseacrossarangeofdigitalchannels,

placingadsinfrontofconsumerswhoareina

shoppingmindset.

MorethanhalfofadvertisersusedRMNsin

theiradvertisingstrategiesin2022,andthis

numberwillcontinuetogrow.1

Proportionsofadvertiserswhoused

RMNsinthepastyear

2022,%ofrespondents

42%

Didnotuse

RMNsinthe

pastyear

58%

UsedRMNs

inthepastyear

Source:“RetailMediaNetworks:AForcedMarriageorPerfectPartnership,”ANA,January2023

1”RetailMediaAdSpendingForecast2022,”eMarketer,August2022

DRIVINGROIINRETAILMEDIANETWORKS|3

$51.4

18.1%

$40.8

57.3%

16.4%

$31.1

49.3%

14.7%

$20.8

31.4%

25.8

13.6%

$13.2

19.3%

10.0%

RMNINVESTMENT

ISTHESECONDFASTEST

ACCELERATINGAD

CATEGORY

RMNadspendisacceleratingfasterthan

anyotheradcategoryotherthanCTV,

andisexpectedtogrownearly26%

year-over-yeartoexceed$51billionin

2023.

RMNadspendintheU.S.,2019-2024

billions,%change,%digitaladspend

$61.2

19.1%

201920202021202220232024

RMNadspend%change%ofdigitaladspending

Source:“RetailMediaAdSpendingForecast2022,”eMarketer,August2022

DRIVINGROIINRETAILMEDIANETWORKS

4

RMNADSPENDIS

FOLLOWINGCONSUMER

SHOPPINGHABITS

98%ofU.S.internetusersshoppedon

RMNsinthepast12months—andthis

behaviorisn’tslowingdown.

98

ofU.S.internetusers

shoppedonRMNsinthepast12months.

%

Internetusers’expectedchangein

shoppingonRMNsoverthenext12months

%ofrespondents

71%

20%

9%

Lessshoppingonretailplatforms

Aboutthesame

amountofshoppingonretailplatforms

Moreshoppingonretailplatforms

Q.Thefollowingisalistofretailplatforms.Whichofthefollowinghaveyouusedforonlineshoppingoverthepast12months?;

Comparedtolastyear,howmuchshoppingononlineretailplatformsdoyouplantodooverthenext12months?

DRIVINGROIINRETAILMEDIANETWORKS|5

36.4%

17.8%

18.4%

17.1%

15.8%

14.7%

14.6%

14.6%

11.3%

11.1%

10.5%

9.6%

ASCONSUMERS

CONTINUETOSHOP,RMNSALESWILLINCREASETO

$1.2TRILLIONIN2023

RMNsalesareexpectedtocontinueto

growoverthenextfewyears,takingan

increasinglylargersliceofoverallretail

sales.

RMNretailsalesintheU.S.,2020-2025

March2022;trillions,%change,%RMNsales

$1.4

$1.3

$1.2

$1.1

$1.0

$0.8

202120212021202120212021

RMNretailsales%change%oftotalretailsales

Source:“USRetailEcommerceSales,2020-2026,”eMarketer,November2022

DRIVINGROIINRETAILMEDIANETWORKS

6

ATTENTION

CLICKS

89

48

%

ofRMNshopperspayattentiontoatleastonetypeofretailmediaad

%

ofRMNshoppersclickedonaretailmediaadinthelast12months

RMNADSAREHIGHLYEFFECTIVEATCAPTURINGCONSUMERS’

ATTENTIONANDMOTIVATINGPURCHASEDECISIONS

PURCHASES

86

ofRMNshopperspurchasedaproductfromaretailmediaadinthelast12months

%

Q.Whichofthefollowingtypesofadsdoyoupaythemostattentiontoonretailplatforms?;Ofthefollowingtypesofads,whichhaveledyoutoproductsthatyouhavepurchasedoverthepast12monthsonretailplatforms?;Overthepast12months,howhaveyouinteractedwithadsonretailplatforms?

DRIVINGROIINRETAILMEDIANETWORKS|7

24

20

%

ofRMNshoppersvisitedastoretoshopforan

%

ofRMNshopperspurchasedanadvertisedproductatanin-personstore

RETAILMEDIAADS

INSPIREIN-STORE

FOOTTRAFFIC

RMNscanworktowardmeasuring

in-storepurchaseswhendetermining

theefficacyofRMNadcampaigns.

advertisedproduct

Q.Overthepast12months,howhaveyouinteractedwithadsonretailplatforms?

DRIVINGROIINRETAILMEDIANETWORKS

8

RMNSHOPPERS

PURCHASEPRODUCTS

FROMADSTHEYPAY

ATTENTIONTO

Consumersaremostlikelytopay

attentiontoandmakepurchasesfromadsthatpromotesales,followedbyadsfeaturingbestsellingitems.

Theypaytheleastattentiontoanddo

notpurchaseproductsfeaturedin

unrelatedads.

Adsforproductsthatareonsale

Adsforbest-sellingitemsintheproductcategoryyou'rebrowsing

Adssuggestingproductsthatyou"mayalsolike”

Adssuggestingproductsthat"customersalsoviewed"

Adsforproductsthatareunrelatedtotheproductsyou'rebrowsing

ShareofU.S.RMNshopperspayingattentiontoandpurchasingtypesofRMNads

%ofrespondents

44%

44%

37%

41%

36%

32%

27%

14%

15%

51%

AttentionPurchase

Q.Whichofthefollowingtypesofadsdoyoupaythemostattentiontoonretailplatforms?;Ofthefollowingtypesofads,whichhaveledyoutoproductsthatyouhavepurchasedoverthepast12monthsonretailplatforms?

DRIVINGROIINRETAILMEDIANETWORKS|9

ofRMNadvertisersagreethat

expandingtargetingoptionsisthe

mostimportantcapabilityRMNscanoffertodeliveraneffectivecampaign

77%

Source:“StateofRetailMedia,”PathtoPurchaseInstituteincollaborationwithCriteo,August2022DRIVINGROIINRETAILMEDIANETWORKS|10

RMNFIRST-PARTYDATA

FORCONSUMER

TARGETINGISLIMITED

BYPRIVACYCONCERNS

%

ofRMNshoppersare

concernedorveryconcernedabouttheprivacyoftheir

datainretailmedianetworks

66

Advertisers’perceptionsofthemostimportantfutureopportunitieswithRMNs

2023,%ofrespondents

56%

51%

35%

27%

23%

Leveraging

first-partydata

Source:“RetailMediaNetworks:AForcedMarriageorPerfectPartnership,”ANA,January2023

Directlydriving

sales

Integrationof

merchandisingand

marketingat

retailer

Strengthening

overallcommsplan

integration

Improvedretailerrelations

DRIVINGROIINRETAILMEDIANETWORKS|11

ALMOSTHALFOFRMN

SHOPPERSHAVE

ALREADYOPTEDOUTOF

DATATRACKING

ShareofU.S.RMNshopperswhooptout

ofdatatrackingonRMNs

%ofrespondents

49%

21%

19%

11%

Yes,Ihaveoptedout

No,andIdon’twanttooptout

Unsure

No,butIwouldlike

tooptout

Q.Doyouoptoutofdatatrackingonretailplatforms?

DRIVINGROIINRETAILMEDIANETWORKS

12

CONSUMERSARE

39

20

UNCOMFORTABLE

%

ofRMNshoppersarenotcomfortablewithRMNs

usinganyoftheirdata

outsideoftheirplatforms

%

ofRMNshoppersarenotcomfortablewithRMNsusinganyoftheirdatawithintheirplatforms

WITHRMNSUSING

THEIRDATAWITHIN

ANDOUTSIDEOF

RMNPLATFORMS

AsRMNsexpandtooffer

advertisingoptionsonexternal

sites,theseconsumerprivacy

concernsarelikelytobuild.

Q.Whichofthefollowingpersonalinformationareyoucomfortablewithretailplatformsusingwhenservingadstoyouwithintheirownplatform?;Whichofthefollowingpersonalinformationareyoucomfortablewithretailplatformsusingwhenservingadstoyouonwebsitesoutsideoftheirownplatform?

DRIVINGROIINRETAILMEDIANETWORKS|13

CONTEXTUAL

TARGETINGIMPROVES

ROIWITHOUTUSING

COOKIESORPERSONAL

DATA

Brandsandagenciesbothagreethat

contextualtargetingcanalignwith

audienceinterestsandimproveROI

withoutinvadingconsumerprivacy.

Alignswithaudienceinterests

ImprovedROI/ROAS

Increasedadengagement

Doesnotrequirecookiesorpersonalinformation

Bettercreativepersonalization

Easytoimplement

Increasedbrandsafety

Bettermeasurement

TopbenefitsofcontextualtargetingreportedbyU.S.agencyandbrandmarketers

2022,%ofrespondents

51%

42%

35%

29%

28%

26%

23%

18%

Source:“CookielessStrategieswithaDashofAI,”AdvertiserPerceptionscommissionedbyStackAdapt,October2022DRIVINGROIINRETAILMEDIANETWORKS|14

ofRMNshoppersarelikelytopurchaseproductsfromadsthataredisplayedinrelevantcontextsonretailplatforms

38%

Q.Whichofthefollowingstatementsdoyouagreewith?Iamlikelytobuyproductsthataredisplayedinrelevantplacesor

timesonretailplatforms

DRIVINGROIINRETAILMEDIANETWORKS|15

ADVERTISERS

MEASURESUCCESSOF

RMNCAMPAIGNSWITH

ADCOSTSAND

GENERATEDREVENUE

Industryexpertscanmeasuretheir

successbycomparingoveralladcostsandrevenuemetricssuchasadvertisingcostofsalesandreturnonadspend.

Advertisingcostofsales(ACoS)

Returnonadspending(RoAS)

Sales/ordervolume/revenue

Profit

Costperacquisition(CPA)

Share

Averagecost-per-click(CPC)ofmedia

Costofgoodssold(COGS)

MediacostCPM

MostimportantKPIstomeasuresuccessofRMNadvertising,reportedbymediaexperts

April2022,%ofrespondents

81%

81%

56%

40%

39%

26%

19%

10%

10%

Source:“TheStateofRetailMedia2022,”SkaiandBWGStrategy,April2022

DRIVINGROIINRETAILMEDIANETWORKS

|16

COMPAREDTO

OTHERCHANNELS,EXPERTSPERCEIVERMNADVERTISING

TOHAVEPOORROI

Mediaqualitysolutions,likeviewabilitymeasurement,canliftROIonretail

medianetworkcampaigns.

PoorROIrelativetootheradvertisingchannels

Supplychainissuesandspecificretailerfulfillmentconstraints

Provingincrementalityofinvestment

SellingmoreD2C

(Direct-to-consumer)lessrelianceonretailers

Thechallengesofmanagingsomanyretailers

Lackofproductassortmentforourdesiredaudience

Missingtalentorexpertisefortheretailmediaspace

Poororinconsistentcontent

Toonew,notenoughbestpracticestomaximizeinvestments

Source:“TheStateofRetailMedia2022,”SkaiandBWGStrategy,April2022

CriticalchallengesthatslowgrowthofRMN

advertisinginvestments,accordingtomediaexperts

April2022,%ofrespondents

22%21%

19%

11%

7%

7%

6%

5%

3%

DRIVINGROIINRETAILMEDIANETWORKS|17

InanobservationalanalysisofaCPGbrand’sQ1campaign,in-viewadsupliftedconversionsby200%.

0.00%

InView

NotInView

0.06%

0.02%

Conversion

Rate

200%

conversionlift

ObservationalStudy

ADVIEWABILITYRAISEDCONVERSIONSBY200%

ObservationalStudy

METHODOLOGY

Sample:blinded

CPGbrand’sQ1

2023data

APPROACH

Wecompared

conversionsandROIacrossviewableand

notviewable

impressions

DRIVINGROIINRETAILMEDIANETWORKS|18

Inthesameobservationalanalysis,viewabilityresultedina268%liftinROI,oranadditional$2.25returnoneverydollarspent.

$0.00

InView

NotInView

$3.09

$0.84

ROI

$2.25

returnoneverydollar

ObservationalStudy

ADVIEWABILITYINCREASEDROIBY$2.25

ObservationalStudy

METHODOLOGY

Sample:blinded

CPGbrand’sQ1

2023data

APPROACH

Wecompared

conversionsandROIacrossviewableand

notviewable

impressions

DRIVINGROIINRETAILMEDIANETWORKS|19

1

KEYTAKEAWAYS

RETAILMEDIA

NETWORKSAREA

GROWINGPLATFORM

FORSHOPPERSAND

ADVERTISERS

RMNplatformswillcontinuetogrowas

consumersrampuptheironlineshopping

activity.

$1.2T

$51B

98%

Expectedretail

e-commercesales

in2023

Expecteddigital

retailmediaad

spendin2023

ofU.S.internet

usersshoppedon

RMNsinthepast12

months

DRIVINGROIINRETAILMEDIANETWORKS|20

:

KEYTAKEAWAYS

CONTEXTUAL

TARGETINGREACHES

AUDIENCESWITHOUT

PRIVACYCONCERNS

RMNadvertiserscanturntocontextual

targetingtoreachconsumerswithoutusing

personaldata,ensuringconsumerprivacy

andpeaceofmind.

77%

66%

49%

29%

ofRMNadvertisersagreethat

expandingtargetingoptionsis

themostimportantcapability

RMNscanoffer

ofRMNshoppersare

concernedorveryconcerned

abouttheprivacyoftheir