2025年零售媒体现状报告_78页_17mb

Summary of Skai's 2025 State of Retail Media Report

Core Content

Skai's 2025 State of Retail Media Report provides an in-depth look at the evolving landscape of retail media in the consumer goods industry. The report highlights the increasing importance of retail media as a strategic pillar, while also addressing the challenges and opportunities that come with its integration and growth.

Main Points

• Retail Media Dominance: Retail media is the most important marketing channel for 92% of consumer goods marketers, with continued growth in budgets.
• Full-Funnel Strategies: 61% of leaders emphasize the value of full-funnel retail media strategies in ensuring consistent messaging and influencing consumers at every stage of the journey.
• Incrementality Measurement: Incrementality is now the top challenge for retail media marketers, with only 56% rating their proficiency as strong. Marketers are looking for improved insights to justify future investments.
• Social Commerce Growth: Social commerce is emerging as a critical priority, with 71% of marketers planning to increase budgets in 2025. It has become a major driver for engagement and conversion.
• Technology Adoption: Marketers are prioritizing platform consolidation and tech adoption, with AI and data clean rooms being underutilized despite their potential.
• Budget Allocation: Organizations with higher retail media budgets are more likely to invest in on-site display ads, and there is a clear trend toward increasing investment in various tactics.
• Channel Integration: Only 24% of organizations report full integration of retail media with other digital channels, indicating a need for better coordination and alignment.
• CTV Opportunities: CTV is being viewed as a promising channel for retail media, with 56% of organizations considering it part of their strategy. However, challenges in data integration and measurement persist.
• Commerce Media: Commerce media is now a reality, with marketers leveraging commerce data across channels to drive sales and create cohesive brand experiences.

Key Trends

• Growth and Maturity: Retail media is maturing, with organizations engaging with an average of six networks today, expected to increase to 11 by 2026.
• Performance Expectations: Over 82% of consumer goods organizations say retail media met or exceeded their KPI goals in 2024.
• Tactics and Components: The most common retail media tactics include on-site search, social commerce, and search engine shopping. Brands are also increasingly using digital in-store and CRM.
• Budget Prioritization: There is a clear trend toward increasing budgets in 2025, especially for on-site search, social commerce, and search engine shopping.
• Integration Challenges: Marketers face challenges such as fragmented data systems, technical issues, and integration hurdles when incorporating offsite media into their strategies.
• Emerging Networks: The retail media network (RMN) landscape is expected to undergo significant changes, with only the most innovative networks likely to succeed.

Critical Insights

• ROI Scrutiny: Despite its importance, ROI concerns are a growing issue, particularly for organizations with smaller budgets.
• Measurement Gaps: There is a need for more robust and transparent measurement frameworks to address incrementality and ROI challenges.
• Role of Technology: AI and data clean rooms are seen as key enablers for future success, but adoption remains low.
• Channel Management: Organizations are struggling to keep up with the proliferation of retail media networks, with only a small percentage reporting full integration.
• Future Outlook: The report predicts a significant shift in how brands and agencies approach retail media, emphasizing the need for strategic alignment and advanced measurement.

Summary of Key Findings

• Retail media is a cornerstone of consumer goods marketing strategies.
• Full-funnel strategies are gaining traction but face integration and budget challenges.
• Incrementality measurement is a critical issue, with many organizations lacking the necessary tools.
• Social commerce is a growing priority, with increased investment expected in 2025.
• Technology adoption, particularly AI and data clean rooms, is essential for future success.
• CTV is becoming a key channel, but integration and measurement remain obstacles.
• Commerce media is now a reality, with brands leveraging commerce data across channels.
• Channel integration is still in early stages, with most organizations only partially integrated.
• The report highlights the importance of strategic alignment and measurement in driving future growth and success in retail media.