2023年零售媒体报告（英）-25页_5mb

Summary of "The State of Retail Media 2023"

Introduction

Retail media has emerged as the third-largest digital advertising channel, with projected growth to $160 billion by 2027. A survey of 167 brand/seller marketers highlights its impact and evolution in 2023.

Key Growth Statistics

• Retail media is set to be 18% of global digital advertising and 11% of total advertising by 2027.
• 96% of surveyed marketers report that retail media achieved desired brand impact in 2022.
• 87% plan to increase spending, while 93% prioritize it in the next two years.

Survey Highlights

• Desired Impact: Brand sales & conversion is the top priority, followed by awareness, engagement, and loyalty.
• Measuring Success: Key KPIs include Advertising Cost of Sales (ACoS), Return on ad spend (ROAS), and sales/revenue.
• 2022 Results: 54% met and 9% exceeded goals; only 4% saw no impact.
• Economic Factors: Nearly two-thirds report negative economic impact on 2023 budgets.

Trendspotting for 2023

• Expansion of ad formats: Display, video, and CTV ads to reach consumers further up the funnel.
• Non-endemic advertisers: Non-retailer brands entering the ecosystem.
• Omnichannel insights: Closed-loop measurement for better offline-online synergy.
• Data sharing: Focus on profitable data exchange, possibly via clean rooms.
• Programmatic adoption: Efforts to standardize buying across platforms.

Investment Trends

• Retail media budgets typically occupy 47% of marketing spend, with flexibility reported by 64% of teams.
• Budget increases planned by 58%, but constrained by economic conditions affecting 65%.
• Key sources include search, social, and allocated funds.

Challenges

• Proving ROI relative to other channels.
• Measuring incrementality and demonstrating success.
• Talent acquisition for retail media expertise.
• Complexity from retailer proliferation and data connectivity issues.

Future Outlook

• 66% believe retail media will increase in priority over the next two years.
• Despite growth, it is unlikely to overtake paid search or social in the next five years due to rising costs and competition.