零售媒体网络：乐观与谨慎

RetailMediaNetworks:

OptimismTempered

withCaution

JULY2024

TABLEOFCONTENTS

INTRODUCTION 3

BACKGROUND 7

EXECUTIVESUMMARY 8

DETAILEDFINDINGS 10

PercentageofMarketersUsingRetaiIMediainthePastYear 10

FuturePIanstoUseRetaiIMedia 11

WhenMarketersStartedUsingRetaiIMedia 12

NumberofRMNsUsedbyMarketers 13

Marketers’UseofIndividuaIRMNs 14

AnticipatedRMNUseintheNextTwoYears 15

MostImportantGoaIsforRetaiIMediaCampaigns 16

CurrentViewofRetaiIMediaInvestment 17

FutureViewofRetaiIMediaInvestment 18

RetaiIers’InfluenceonDecisiontoUseRMNs 19

BiggestOpportunitiesforRetaiIMediaintheFuture 20

BiggestChaIIengeswithRetaiIMediaToday 21

InternaIGroupsResponsibIeforManagingRMNs 22

SourcesofFundingforRMNs 23

RoIeofRetaiIMediainNationaI/BrandEquityPIans 24

RetaiIMediaSpendingIncrementaIity 25

TotaIBudgetPercentageSpentonRMNs 26

RetaiIMediaTacticsUsed 27

MarketersIFutureSpendingPIans

28

MostImportantKPIsforRMNs 29

MeasurementCapabiIitiesofRMNsReIativetoOtherOptions 30

HowMarketersAreHandIingMeasurementofRMNs 31

CONCLUSIONS 32

ACKNOWLEDGEMENTS 36

APPENDIX 3

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RetaiIMediaNetworks:OptimismTemperedwithCaution

3|RetailMediaNetworks:OptimismTemperedwithCaution

INTRODUCTION

Whileretailmedianetworks(RMNs)havebeenaroundforwelloveradecade,withAmazon

Advertisingleadingthechargebackin2012,theyhavereallycomeintotheirownoverthepastthreetofouryears.Therearewellover50retailmediaplatformsintheU.S.,withmorethan

30launchedsince20211.RMNsareasourceofnewfoundrevenue,withfattermarginsthanretailers’on-shelfofferings,soretailersarerushingheadfirstintothemarketplace.SomeRMNsevenaspiretobecomefull-fledgedmediacompanies.

MarketershaveembracedRMNs,particularlyCPGcompanies,firstasacostofdoingbusinesswiththeirestablishedretailpartners,thenasaneffectiveandprovendriverofsales,andmorerecentlyaspotential“full-funnel”partners.Thevalueoftheirrichfirst-partydatacannotbe

understated.

MarketingFunnelStages

AWARENESS

CONSIDERATION

CONVERSION

WhatIsaRetailMediaNetwork?

Aretailmedianetworkisanetworkofdigitalchannelsownedbyaretailerthatallowsmarketerstopurchaseadvertisingspacedirectedbytheretailer’sfirst-partydatatotargetedshoppers

andprospects.Retailmediaadvertisingcanincludeonlinedisplayadvertisingandpaidsearchacrossretailerassets,aswellasoff-sitedisplay,video,andsocialplacements(i.e.,toother

webandsocialsites),againtargetedbytheretailer’sfirst-partydata.Retailmediaisnow

expandingtoCTV,withAmazonPrimeandWalmart’spurchaseofVizio.Andinthelatesttwist,evennon-retailersarefindingthepotentialrevenuestreamoftheirfirst-partydatatoohard

toresist,withso-called“commercemedianetworks”suchasChaseMediaSolutionsandUnitedAirlines’KinectiveMediajoiningthefray.

1Acadia,8/24/2023.

4|RetailMediaNetworks:OptimismTemperedwithCaution

INTRODUCTION

RetailmediaadspendingintheU.S.willreachalmost$55billionin2024,accordingtoEMARKETER.2Further:

•Retailmediaisthefastinggrowingadchannel,growingbymorethan20percentayearthrough2027.3

•Retailmediaadspendwillmakeupoverone-fifthoftotalU.S.adspendingby2027.4

•Retailmediawillrepresentnearly1inevery3dollarsspentondigitaladvertisingby2028.5

What’sdrivingallthisgrowth?Theadoptionofretailmedianetworksbyadvertisershasskyrocketedinrecentyearsduetoseveralsignificantshiftsinsociety:

•Thesteadyriseofe-commerce.Aseismicshiftinconsumershoppinghabitsand

buyingoptions,drivenbytwoyearsofCOVIDlockdown,hasresultedintheproliferationofnewanddirectshoppingchannelswithenormoustraffic.

•Newconsumertouchpoints,interactions,andintelligenceforretailerstomonetize.

Withtheriseine-commerce,retailersexperiencedexponentialgrowthinonlineinteractionswiththeirshoppers,amassingaudiencetrafficcomparabletomanyad-supporteddigital

mediaplatforms.Retailerssawtheopportunitytocreatenewandhigh-marginrevenuestreamsbysellingaudienceaccesstotheiradvertisers.

•First-partydata.Withalltheirsitetraffic,retailmedianetworksownatreasuretroveoffirst-partyshopperdata.Historicallyunavailableoronlysharedonalimitedbasiswithbrands,thisdataisnowavailabletoadvertiserseagertobuildtheirownfirst-party

databases.

Fortheretailers,thebuild-outofretailmedianetworkshasrequiredaninvestmentinnewtalent,skills,technology,andpartnershipstocreatenewbusinessesthatoperateasdigitaladvertisingplatforms.Asmediasellers,RMNshaveassumedaccountabilityfordrivingsalesvolumeandpositivereturnsdirectlyattributabletothebrandinvestmentsontheirplatforms.

TheycompetenotonlywithotherRMNsbutwithallotherdigitalmediaoptionsavailabletoadvertisers,andnowseektocompetefornationalmediadollarsaswell.Allofthishasmeantasharplearningcurvefortheretailers,withexperience,timeinmarket,refinedofferings,

anddefinedmetricsprovidingarealadvantageforsomeRMNsoverothersinanincreasinglycrowdedmarketplace.

2

EMARKETER,RetailMediaAdSpendingForecastH12024,6/11/2024.

3

EMARKETER,Retailmediaisthefastestgrowingadchannel,but‘isnotinvincible,’ouranalystwarns,12/4/2023.

4

EMARKETER,RetailmediagrowsitsshareoftotalUSadspend,butisn’tovertakingsocialjustyet,12/29/2023.

5

EMARKETER,DataDrop:RetailMediaistheGrowthEngineofDigitalAdvertising,7/12/2024.

5|RetailMediaNetworks:OptimismTemperedwithCaution

INTRODUCTION

Foradvertisers,theriseofRMNshasalsocreatedmoremarketingdecision-makingcomplexity,taxedinternalresources,andfurtherblurredlinesbetweentheresponsibilitiesofinternalsales,

shopper,marketing,andmediafunctions.Themanagementandfundingsourcesofretailmedianetworksoftenvarygreatlybyadvertiser,andbusinessobjectivesandmetricsfortheirusage

canbequitedifferent.Asonemarketerputit,“Wearetryingtoplanourretailandbrand

activitymorecollectively,butitisachallenge.”Ontopofthat,RMNtactics,data/metrics,

andperformancemethodologiesareinconsistent,makingperformancecomparisonsacrossRMNsandothermediaplatformschallenging.Finally,adsafetyisagrowingconcernwithretailmedia,withoff-siteandevenMadeforAdvertising(MFA)siteplacementbecoming

morecommonamongretailmediabuys.

RecognizingthevariabilityinhowadvertisersareapproachingtheirRMNactivity,andthe

steeplearningcurvemanyadvertisersareexperiencing,theANAundertookasurveyofits

membersoverthesummerof2022todeterminehowbrandsaremanagingandutilizingthechannel.Thatresultedin

RetailMediaNetworks:AForcedMarriageorPerfectPartnership?

inJanuary2023.Inlate2023,wefollowedwithasecond,refinedquestionnairethatprovidedourfirstlookattrenddataandtheemergingmarketplacedynamics.

Theresultisarobustandinsightfulreportfromarepresentativeandvariedcross-sectionof

ANAmembersactivelymanagingretailmedianetworkprogramsfortheirbrands.Weexpectthatthelearningsherewillprovidevaluableinsightandbenchmarkingforouradvertisercommunityregardingtheutilizationofretailmedianetworkprograms.

WegreatlyappreciatethetimeandparticipationofallANAmemberswhocontributedtothisreport.

6|RetailMediaNetworks:OptimismTemperedwithCaution

INTRODUCTION

ThisreportbuildsupontheworkoftheCMOGrowthCouncil,whichwasestablishedbythe

ANAandCannesLionstofocusondrivingenterprisegrowth.TheCMOGrowthCouncilhasidentifiedfourglobalgrowthprioritiesanda12-pointindustrygrowthagenda.Thisworkis

animportantinitiativefortheBrand,Creativity,andMediapriorityoftheANAGrowthAgenda,whichprovidesaguidefortheindustrytobuildthefoundationforlong-termbusinessgrowthandbrandvalue.Toremaincompetitive,today’smarketersmuststaycurrentonallaspects

oftherapidlychangingmedialandscape,withtheriseofretailmediainparticularprovidingbothanopportunitytodrivesalesandbrandgrowthandariskforthosearrivinglatetotakeadvantageofthenewplatform.

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7|RetailMediaNetworks:OptimismTemperedwithCaution

BACKGROUND

Overthesummerof2022,theANAconductedourfirstsurveyofmembers’usageandmanagementofretailmedianetworks.

Thisfirststudy,

RetailMediaNetworks:AForcedMarriageorPerfectPartnership?

,publishedinearlyspring2023,provedextremelypopularandtimely.Keypointsincluded:

•RMNswerewell-establishedplatforms,with56percentofsurveyrespondentsalreadyusingthem.

•RMNswerecreditedwithdrivingsales,buthadnotyetbeenprovenfordrivingbrandgrowth.

•Marketerssawretailmediaasa“havetobuy”versus“wanttobuy.”

•Lackofmeasurementstandardizationandtransparencywereroadblockstogreateruse.

•MarketerswereoptimisticonRMNs’potentialtobecomeavaluablemarketingtool.

Withretailmediacontinuingitsphenomenalgrowth,andmembers’interestonlyincreasing,wesetouttofieldoursecondroundofthisimportantstudy,leveragingandbuildinguponourownknowledgeandexperience.Werefinedandexpandedouroriginalquestionnaireinkeyareasofinterestandstreamlinedtoeliminateredundancy.Wewereeagertocaptureevolvingattitudes,perceptions,andbehaviorsinthisincrediblydynamicmarketplace.Thesurvey

responses,findings,andcommentaryareinthefollowingreport.

Thecompletesurvey

questionnaireisavailablehere

.

RoundtwowasfieldedonNovember13,2023andclosedonJanuary17,2024.Inall,144membersparticipatedinthesurvey,with86activelyutilizingRMNs.Anumberofqualitativeinterviewswithinterestedsurveyrespondentsfollowed.

8|RetailMediaNetworks:OptimismTemperedwithCaution

EXECUTIVESUMMARY

Marketers’OptimismIsTemperedwithCaution

2024isanotherwatershedyearforretailmedia,withU.S.adspendingprojectedtoreachal-most$55billion,up26percentversusyearago.6

However,inthesecondwaveofoursurveyonretailmedia,wefoundamorenuancedviewamongmarketers.

Unliketheheadlongrushtoembraceretailmedianotedinourfirststudy(andindustry-wide)

lastyear,thenumberofmarketersaddingRMNstotheirplans,theaveragenumberofretail

mediaplatformsbeingused,andfutureplansforusingretailmediaareallessentiallyflatversusayearago.Infact,fewermarketersareexpectingtospendsignificantlymoreontheplatforms,withsomerespondentsindicatingtheymayactuallyspendsomewhatless.Thenumberof

marketersexpectingtoaddadditionalretailmediaplatformstotheirplansisalsodeclining

despitethegrowingnumberofRMNstochoosefrom,withjust35percentsayingtheywill

beusingmore,downfrom58percentinourlastsurvey.Onebellwetherinparticularisworthnoting:ThenumberofsurveyrespondentsspendingonAmazonAdvertising,theindustry’s

leadingRMN(accountingforsome77percentofallretailmediaspending),hasdeclinedsinceourlastsurveyfrom82percenttojust61percent.

Partofthisrationalizationmaybeduetothefactthatthevalueofretailmediaremainsgroundedprimarilyinthetransactional,withROI,incrementalsales,andliftbeingthemostimportant

measuresandgoals.Also,aclearmajoritystillseeRMNsasa“havetobuy”versusa“wanttobuy,”withalikenumbersayingtheretailersthemselveshavealotorcompleteinfluenceovertheirdecisiontospend.Infact,retailercontrolisseenasoneofthebiggerchallengesamongourrespondentsat37percent,upfrom33percent.Evenlookingtowardthefuture,amajority(59percent)feeldirectlydrivingsalesisoneofthemostimportantquestionmarkswithretailmedia,alongwiththeabilitytotrulyleveragethevaluablefirst-partydata(57percent)retail

mediaplatformsareabletoprovide.Directlydrivingsaleshasincreasedinimportanceyearoveryearby8percent.

Sowhythecaution?Itappearstobeallaboutthedata—availability,reliability,andtimeliness—andacommensurateconcernoverthegrowingcostandcomplexityofusingRMNs.Whenaskedaboutthebiggestchallengeswithretailmedia,thenumberoneconcerninoursurvey(abigchallenge)waslackofstandardizationacrossplatforms(55percent),followedbysales

attribution(48percent)andtimelinessofdata/analytics(40percent).Asoneresponderputit,“Veryimportanttopushretailersonmeasurementrequirementstoadvertiser’sstandardsto

beonparitywithothermediaoutlets.”

6

EMARKETER,RetailMediaAdSpendingForecastH12024,6/11/2024.

9|RetailMediaNetworks:OptimismTemperedwithCaution

EXECUTIVESUMMARY

Withthisworkunderway,anotheropportunityforRMNsistobecomeamorevaluable

marketingtoolbyextendingvaluetoupper-funnelactivity.Whilestillseenprimarilyasasalesdriver,moremarketersbelieveretailmediamayalsobeabletodriveconsiderationandevengenerateawareness.Bothobjectives(awarenessandconsideration)showedasignificantjumpinimportancetomarketersyearoveryear,with86percentnowsayingconsiderationismostormoderatelyimportant,and30percentsayingasmuchforawareness.Andwhileconsider-ationisstillaheadofawarenessinimportance,there’saclearmigrationup-funnel.

MarketersareoptimistictogiveRMNsthechancetoprovethemselvesonfull-funnelcapa-bilities,andmanyalreadyare.Two-thirds(68percent)oftherespondentscurrentlyusingRMNsarealreadystartingtousethemformid-andupper-funnelcommunicationsandaspartoftheirnationalbrand/equityplans.Andwiththat,morethanhalfofthosesurveyed(57percent)arenowspendingfrom10to39percentoftheirmarketingbudgetsonretailmedia,versus48percentsurveyedayearago.

WeexpectabitofaslowdowninthegrowthinRMNspendingasmarketerschallengeretailers’claimsandcapabilities,testthevalueofmovingup-funnel,andsortoutmattersinternally.

Butinthehighlycompetitiveenvironmentthattheretailmediamarketplacehasbecome,weanticipatethebestperformerswilladdressmarketers’concerns,deliveronthepromisetheyrepresent,andgivethemreasontomorefullyembracethisexcitingchannel.

10|RetailMediaNetworks:OptimismTemperedwithCaution

DETAILEDFINDINGS

Retailmediaisnotforeveryone...yet.

Despitethehypeandtheextraordinaryproliferationofnewplatformsoverthepastseveralyears,incidenceofuseamongourmembershasremainedconsistentyearoveryear,

from58to60percentofallmemberssurveyed.

ANAMarketersWhoUsedRetailMediaNetworksinthePastYear

Haven’tused40%

Used60%

Base:144

Q1:HasyourcompanyusedRetailMediaNetworksinthepastyear?

DETAILEDFINDINGS

11|RetailMediaNetworks:OptimismTemperedwithCaution

RMNuseremainscenteredamongadvertisersdoingbusinesswithretailers.

Consistentwithflatincidenceofuse,futureplansforusingRMNshavealsonotbudgedmuch,with87percentofthosenotcurrentlyusingRMNshavingnoplansorbeingunsurewhenit

comestousingRMNs,essentiallyflatfromlastyear(90percent).SurveyresultssuggestthatmanyofthoseunsureorwithoutplanstouseRMNsareinindustriesthatdonotdobusinesswiththeseretailers.

AmongMarketersNotCurrentlyUsingRMNs:PlanstoUse

Base:52

87%

50%

37%

13%

In2024Wedon’thaveplanstousethemUnsure

Q2:DoesyourcompanyhaveplanstostartusingRMNs?

12|RetailMediaNetworks:OptimismTemperedwithCaution

MarketerswhostartedutilzingRMNsearlyremainthebulkoftheusers.

NearlyhalfofallRMNusersstartedpriorto2019.Initialadoptioncontinuedatasolidpacethrough2019–2020at13to14percent,butslippedbelow10percentin2021,aslowerratethatcontinuedthrough2023.

WhenMarketersStartedUsingRMNs

2023

2022

2021

2020

2019

Before2019

7%

9%

9%

14%

13%

Base:69

48%

Q3:InwhatyeardidyoustartusingRMNs?

13|RetailMediaNetworks:OptimismTemperedwithCaution

Recentadoptersmaybedippingonlyatoeinthewater,whileearlyadopterschargeahead.

TheaveragenumberofRMNsusedbymarketershasbeenessentiallyflatyearoveryear,

withsome58percentusingfiveormoreversus56percentayearago.However,itdoesseemliketheearlyadoptersmaybebenefitingfromtheirexperiencewiththeplatforms,withthe

numberofcompaniesusing10ormorenowat22percent,upfromjust16percentlastyear.

NumberofRMNsUsedbyMarketers

Base:69

58%

36%

26%

22%

16%

12–45–910ormore

Q4:HowmanyRMNsareyoucurrentlyusing?

14|RetailMediaNetworks:OptimismTemperedwithCaution

AmazonAdvertisingandWalmartConnectarethebiggestwinnerssofar.

WalmartConnect(74percent)hassurpassedAmazonAdvertising(61percent)astheplatformmostusedbysurveyrespondents,pushingAmazontothenumbertwoposition.

Intermsofspending,however,Amazonisstilltherunawayleader(accountingfornearlyeightof10retailmediadollarsspent7).Withthisyear’slistofsurveychoicesexpandingto29platformsfromjust10,manyofthenewerentrantsappeartobestrugglingtogainafootholdinthe

marketplace.Thismayreflecttheslowingpaceofgrowthnotedearlier,alongwithfixedorlimitedmarketingbudgets,withmarketerslikelyoptimizingandconsolidatingtheirspendingbehindthemosteffectiveplatforms.

Marketers’UseofIndividualRMNs

Base:69

74%

61%

52%

45%42%39%

29%28%

33%

55%

WalmartConnect

Amazon

Advertising

TargetRoundel

KrogerPrecisionNetwork

InstacartAlbertsonsSam’sHEBDollarGeneralCostco

Q5:WhichofthefollowingRMNshasyourcompanyusedinthepastyear?

Note:Theseallunder25%:Walgreens23%,DoordashAdvertising22%,CVS/CMXMediaExchange20%,Shipt19%,FamilyDollar16%,HomeDepot/RetailMedia+13%,BestBuy12%,Lowe’s9%,7-Eleven/GulpMedia7%,Ulta7%,Nordstrom7%,DollarTree7%,

Macy’s6%,Kohl’s4%,OfficeDepot3%,Staples3%,Wayfair3%,Newegg1%,eBay1%

7

EMARKETER,RetailMediaAdSpendingForecastH12024,6/11/2024

.

15|RetailMediaNetworks:OptimismTemperedwithCaution

Marketersare“learningtoswim”ratherthandivinginheadfirst.

JustoverathirdofcurrentRMNusers(35percent)expecttousemoreRMNsthanthey’recurrentlyusinginthenexttwoyears.Thisisdownsignificantlyfromthe58percentsayingasmuchlastyear.Thenumberofmarketerssayingaboutthesameinthenexttwoyears

isupcommensurately,from42to55percent.WhilenooneinourfirstsurveyexpectedtobeusingfewerRMNsinthenexttwoyears,thatnumberis10percentinthecurrentsurvey.

AnticipatedRMNUseintheNextTwoYears

Base:69

55%

35%

10%

Morethanwe’reusingnowAboutthesameaswe’reusingnowFewerthanwe’reusingnow

Q6:Inthenexttwoyears,howmanyRMNsdoyouanticipateusing?

16|RetailMediaNetworks:OptimismTemperedwithCaution

Itmaybeallaboutthebottomofthefunneltoday,butmarketersarelookingtolearnaboutandexpandonRMNs’full-funnelpossibilities.

Ourlatestsurveydoesseemtobearouttheanecdotalevidencethatmarketersaregiving

greaterthoughttousingRMNsformid-andupper-funnelobjectives.Conversionstilldominates,with71percentstillsayingthisistheirmostimportantgoal(essentiallyflatfromayearago),

butmid-funnel(consideration)andupper-funnel(awareness)goalsaregaininginimportance,with16percentnowsayingconsiderationismostimportant,upfromjust5percentayearago.Weseeasimilarjumpforawareness,at16percentformoderatelyimportantversusjust

3percentayearago.Asonerespondentputit,“Optimizebasedoncompany’spriorities,notonsalesonly.”

MostImportantGoalsforRMNCampaigns

Base:65

MostimportantModeratelyimportantLeastimportant

69%70%71%

16%

15%

13%

16%16%14%

AwarenessConsiderationConversion

Q7:PleaserankorderthemostimportantgoalsofRMNcampaignsforyourcompany.

17|RetailMediaNetworks:OptimismTemperedwithCaution

RMNsmustprovetheirfullvalue...

ConsistentwithshiftingperceptionsofRMNs’increasedutilitybeyondsimpleconversion,marketersarestartingtothinkoftheirRMNinvestmentasmorethanjustthecostofdoingbusiness,withthetop-twoboxscoreforvaluablemarketingtoolat41percent,representingasignificantjumpfromjust31percentlastyear.Butthesimplebellcurveshapeofthis

chartalsoshowsthatmarketersremainmixedonthisquestion,despiterealinterestandmovementup-funnel.Thisislikelyanareawhereretailmediaplatformsstillneedtoprovethemselvesandtheircapabilitiestomarketers.

CurrentViewofRMNInvestment

Base:65

35%

41%

26%

15%

17%

6%

ValuablemarketingtoolCostofdoingbusiness

Q8:Today,howdoesyourorganizationviewyourinvestmentwithRMNs?

Note:Datamaynotaddupto100%duetorounding

18|RetailMediaNetworks:OptimismTemperedwithCaution

...butmarketersareopen-minded.

FullytwointhreemarketersfeelRMNswillbeavaluablemarketingtoolinthefuture.Thislikelyreflectsanoptimismandconfidencethatplatformswillevolvetomeettheirneeds,whetheritbearoundmeasurement,moreholisticmarketingsolutions,ordeliveryagainstmid-andupper-funnelobjectives.Thehighvalueoffirst-partydataalsoplaysarole.

FutureViewofRMNInvestment

Base:65

66%

38%

28%

22%

6%6%

ValuablemarketingtoolCostofdoingbusiness

Q9:Intwoyears,howdoyouthinkyourorganizationwillviewyourinvestmentwithRMNs?

19|RetailMediaNetworks:OptimismTemperedwithCaution

However,thecurrentrelationshipremainsapressuredpartnership…

DespitethisoptimismonthefuturepotentialofRMNs,nearlytwo-thirdsofrespondentsstill

feelRMNsarea“havetobuy”versus“wanttobuy,”with63percentsayingretailershave

alotoforcompleteinfluenceonamarketer’sdecisiontousevariousRMNs.Thishasincreasedsignificantlyversusayearagofromjust47percent.Onerespondentsaid,“Inmybusiness

pay-to-playisbecomingmoresignificant.”

Retailers’InfluenceinDecidingtoUseRMNs

Base:65

63%

58%

26%

5%6%5%

CompleteAlotSomeAlittleNone

Q10:HowmuchinfluencedoretailershaveinyourdecisiontoparticipateinRMNs?

20|RetailMediaNetworks:OptimismTemperedwithCaution

…andtoday’sprioritiesremainfullygroundedinthetransactional.

Marketers’currentprioritiesremaingroundedindrivingsales(59percentsayit’sveryimportant)andfirst-partydata(57percentsayit’sveryimportant).Infact,directlydrivingsaleshasonlyincreasedinimportance,from51to59percentyearoveryear,reflectingtheconstantpressuretodrivebusiness.First-partydata,whileflatyearoveryear,remainskey.Finally,andagain

consistentwiththeincreasedinfluenceoftheretailersthemselves,weseeimprovedretailer

relationsat32percentbeingveryimportant(versus23percentayearago)andintegration

ofmerchandisingandmarketingat41percent(versus35percentayearago)bothincreasing,suggestingthattheimportanceofretailmediaasatraditionalshoppertoolremainsessential.

BiggestOpportunitieswithRMNs

Base:63

Directlydrivingsales

Leveragingfirst-partydata

Integrationsofmerchandisingandmarketingataretailer

Improvedretailerrelations

Strengtheningoverallcommunicationsplanintegration

59%

57%

41%

32%

24%

Q11:WhatarethebiggestopportunitiesyouseeforyourorganizationrelatedtoRMNsinthefuture?

21|RetailMediaNetworks:OptimismTemperedwithCaution

It’sstillallaboutthedata.

Data,analytics,andsalesattributionremainofparamountimportancetomarketerswhen

itcomestotheirretailmediaspending:Thegreatestchallengemarketersseebyasignificantmarginislackofstandardizationacrossplatformsat55percent,followedbyattributionto

salesat48percent,andtimelinessofdata/analyticsat40percent.Retailercontrol(“PaytoPlay”),at37percent,alsoremainsachallengeasmarketersseektoleveragethisincreasinglyimportantplatform.

BiggestChallengeswithRMNs

Base:63

Lackofstandardizationacrossplatforms AttributiontosalesTimelinessofdata/analyticsRetailercontrol

Cost

Walledgardene