零售媒体海市蜃楼（英）-14页_5mb

Retail media is experiencing rapid growth, with projected ad spend reaching $45.15 billion this year, up nearly 20% over 2022. However, a growing divide between retailers and brands threatens its potential, as both parties report high levels of dissatisfaction. The Turbyne Team conducted a study involving 225 retailers and 87 brands, finding that only 6% of large brands (those with $500m+ revenue) are satisfied with the retail media experience, contrasting with retailer perceptions. Key challenges identified include:

• Too Much Complexity: The ecosystem involves numerous players, making it hard for brands to manage investments across multiple retail media networks (RMNs), with 40% of brands working with just one to three RMNs.

• Disconnect Between In-Store and Online Channels: Despite in-store media being effective (74% of brands consider it effective), it is often excluded from retail media offerings, and brands desire unified platforms for better results.

• Lack of Transparency and Accountability in Reporting: Reporting is often fragmented and unclear, with 26% of respondents citing dissatisfaction, and only 15% of brands able to justify increased investment due to poor ROI visibility.

Both retailers and brands agree that simplifying the buying and selling process is critical for growth. A unified platform could drive investment increases, as nearly 75% of brands would spend more with such tools. Turbyne positions itself as a solution to simplify retail media, tying together channel integration and transparent reporting.

The future of retail media depends on addressing these issues to realize its full potential, especially as the market expands.