2023年零售媒体报告（英）-40页_2mb

Retail Media 2023: Key Highlights and Recommendations

Market Overview

Retail Media presents significant growth potential, with projected ad spend reaching $107 billion by 2028, driven by privacy-compliant personalization and closed-loop measurement. In 2023, ad spend is expected to grow 11% YoY, accounting for 28% of total media budgets for ad buyers. Key reasons for investment include reaching incremental audiences (55%) and leveraging retailer first-party data (52%). However, challenges include ecosystem complexity and reallocation of funds from other channels.

Key Challenges

• Complexity in the buying process (69%) due to siloed RMNs and lack of automated tools.
• Need for measurement standards and transparency (62% and 60% respectively).
• Communication gaps between brands, retailers, and agencies.
• Fragmented ownership within companies hinders unified strategies.

Solutions and Opportunities

• Automation through SSPs and self-service platforms simplifies buying.
• Improved data sharing, third-party verification, and clean rooms enhance measurement and transparency.
• Generative AI is being explored for tasks like ad targeting and bid management.
• Education and training on Retail Media ecosystems are crucial for better collaboration.
• Cross-ecosystem standards for reporting and attribution can reduce friction.

Recommendations

• Retailers: Centralize media buying, adopt third-party measurement, share robust first-party data.
• Brands: Align internally across departments, use IAB guidelines for strategies and measurement.
• Agencies: Promote unified media plans, negotiate partnerships, push for standard platforms.
• Across the board, focus on clear communication, data transparency, and adherence to IAB standards to foster growth and efficiency.

This summary captures the essence of the 2023 Retail Media report, highlighting growth drivers, challenges, and actionable steps for ecosystem players.