2023-09-22-IAS-推动零售媒体网络上的投资回报_24页_749kb

Retail Media Networks ROI Analysis Summary

Market Growth and Adoption

Retail Media Networks (RMNs) are becoming a key pillar of advertising strategies. In 2022, 42% of advertisers used RMNs, with expected growth. RMN ad spend is accelerating rapidly, projected to reach $51 billion in 2023, growing nearly 26% year-over-year. US internet users (98%) shopped on RMNs in the past 12 months, and RMN retail sales are expected to hit $1.2 trillion by 2023.

Key Points:

• High consumer adoption: 98% of US internet users engaged with RMNs.
• Fastest-growing ad category after CTV, indicating strong market potential.

Consumer Behavior and Privacy Concerns

RMN shoppers continue to increase their online purchasing, influenced by effective ad types like sale promotions and "may also like" suggestions. However, 56% of advertisers see targeting limitations due to privacy issues. Among shoppers, 49% have opted out of data tracking, and 66% are concerned about data privacy in RMNs. Only 38% purchase products from contextually relevant ads, potentially due to privacy discomfort.

Summary:

• Most consumers interact with RMN ads positively, but privacy concerns hinder full adoption. Data privacy is a major issue, with many users exiting tracking mechanisms.

Effective Advertising and Measurement

RMN ads capture high consumer attention, leading to strong clicks, purchases, and in-store traffic. Contextual targeting is highlighted as a privacy-safe method to improve ROI without using personal data, appealing to 29% of marketers. Experts agree that metrics like advertising cost of sales (ACoS) and return on ad spend (RoAS) are crucial for measuring success, with viewability boosting conversions by 200% and ROI by $2.25 per dollar spent.

Key Insights:

• Contextual targeting drives ROI improvements and addressable growth.
• Media quality, such as ad visibility, directly enhances campaign performance.

Expert Challenges and Recommendations

Media experts identify challenges like poor relative ROI, retailer fulfillment constraints, and data privacy issues. Solutions include proving incrementality through viewability measurements and expanding targeting options. IAS can help with tools for transparency, measurement, and third-party verification.

Takeaways:

• 77% of RMN advertisers prioritize expanding targeting options.
• Conversion lifts from visibility improvements are significant, offering $2.68 in ROI per dollar spent.
• Contextual targeting is a leading cookieless strategy for better outcomes.

Future Outlook

RMNs are poised to grow as consumers shift to online shopping, with a focus on privacy-conscious approaches. Experts recommend leveraging first-party data and integrating context-rich campaigns for sustainable ROI.