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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
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