2023-11-07-IAB-2023年零售媒体报告_40页_2mb

Retail Media 2023: Operational Strategies to Meet the Growth Potential

Executive Summary

Retail Media is a rapidly growing advertising channel in the U.S., projected to nearly double from $38 billion in 2022 to $45 billion by 2023 and reach $107 billion within five years. It attracts brands due to its ability to reach new audiences, leverage retailer first-party data, and provide strong performance metrics using privacy-compliant methods. However, challenges include ecosystem complexity, measurement standards, collaboration issues, and transparency.

Market Outlook

Retail Media is a significant growth engine for the advertising industry, accounting for about 28% of ad buyers' total media spending by 2023. Brands reallocate funds from digital platforms, traditional media, and non-advertising activities to increase Retail Media investment. It leverages first-party data for privacy-compliant targeting and measurement.

Opportunities and Challenges

Challenges

• Ecosystem Complexity: 69% of ad buyers cite complexity in the buying process (siloed RMNs, lack of automation).
• Measurement: 62% find measurement standards lacking; 58% want greater transparency.
• Collaboration: Only 12% are very satisfied with RMN partner relationships; misaligned goals and communication gaps.

Opportunities for Solutions

• Automation and Technology: Self-service and managed-service platforms reduce complexity; Generative AI aids ad targeting and optimization.
• Data Collaboration: APIs, clean rooms, and marketing mix models (MMMs) improve data sharing and insights.
• Education and Alignment: Training, clear communication, and unified strategies across departments and stakeholders.

Recommendations

Planning & Activation

• Retailers: Invest in automated, integrated activation platforms; follow IAB guidelines and standards.
• Brands: Use IAB's Retail Media Buyer's Guide; invest in cross-platform integration; push for universal third-party activation platforms.
• Agencies: Integrate RMNs into media plans; negotiate transparent business terms; promote industry standards.

Data & Measurement

• Retailers: Establish clear measurement standards and third-party verification; share robust first-party data.
• Brands: Align internally on KPIs and data sharing; promote IAB standards.
• Agencies: Advocate for data transparency and adhere to IAB standards.

Organization & Communication

• Retailers: Strengthen brand partnerships; educate internal stakeholders; join IAB's Retail Media Network Committee.
• Brands: Define leadership roles; communicate transparently with retailers; educate internal teams.
• Agencies: Break down silos, foster collaboration, and join industry committees.