M+C Saatchi Performance-营销者的视角：营销人员对商业媒体的真实看法 THE MARKETERS LENS What Marketers Really Think About Commerce Media

THE

MARKETERS

WHATMARKETERS

REALLYTHINK

ABOUTCOMMERCEMEDIA

LENS:

MarketingSurvey|H12025|Introduction

SECTION1

INTRODUCTION

Wesurveyedmarketingprofessionalstogetopinionsfromthosedealingwiththreehottopics:CommerceMedia,CreativeAI,andMediaMeasurement.

Thisisthefirstinstallmentinacontentserieswrittenbyouragencyexpertsthatoutlinesthesurvey'skeyfindings.Here,thefocusis

specificallyonCommerceMedia.

Theotherinstallmentswillbeavailableon

.

Pleasecontactusat

marketing@ifyouwouldlikethemsentstraighttoyourinbox.

ThoughthesurveyrespondentswereprimarilybasedintheU.S.,thefindingswilllikelyapplytoothermarketsasuniversalsubjects.

Page1

MarketingSurvey|H12025|KeyCommerceMediaTakeaways

SECTION2

KEYCOMMERCE

MEDIATAKEAWAYS

(()

ofrespondentsstatedtheyarealreadyrunningCommerceMediacampaigns,and65%ofthosewhoruncampaignssaid

theyhavedonesoforoverayear.

plantoincreasecommercemediainvestmentinthenext12months.

NO.1

onthewishlistforemergingcommerce

mediacapabilitiesismoreadvanced

audiencetargeting(57%ofrespondents),

followedbyAl-drivenoptimization(47%)

ofthosesurveyedsaidtheyhavea

commercemedia-specificbudgetline(versusbudgetbeingtestedfromotherrchannels).

Theprimaryobjectiveofcommercemediaremainssales/conversions(71%ofrespondents);however,morethanhalfofrespondentsleverageitfor

brandawareness.

Page2

M+CSAATCHIPERFORMANCE

MarketingSurvey|H12025|KeyCommerceMediaTakeaways

ThefindingsfromourCommerceMediasurveyareatestamenttothegrowing

importanceofthischannelformarketers.It'sclearthatbrandsarerecognizing

thepotentialofCommerceMediatodrivesales,buildbrandawareness,andreachnewcustomers.We'reexcitedtoseehowCommerceMediacontinuestoevolve

andshapethemarketinglandscapeinthefuture.

JasvinderSinghBindraCommerceMediaDirector,

M&CSaatchiPerformance

Page3

MarketingSurvey|H12025|DiggingDeeperintotheData

SECTION3

DIGGINGDEEPER

INTOTHEDATA

Theprimaryobjectiveofcommercemediaremainssales/conversions(71%ofrespondents);however,morethanhalfofrespondentsalsoleverageitforbrandawareness.

Thishighlightsthedual-purposenatureofCommerceMedia.Whiledrivingsalesisparamount,brandbuildingremainsasignificantobjectiveformanyadvertisers.

ThissuggeststhatmanyadvertisersareviewingCommerceMediaasamaturingchannel

beyondapurelytransactionalfocus,andthisisexactlyhowweenvisagethechannelmaturingandbeingutilizedbybrands.

72%ofrespondentssaidtheCommerceMediabudgetallocatedwasincrementalratherthanderivedfromotherchannels.

"CommerceMediahasmaturedtoacorechannelinitsownrightformanyadvertiserswhoareclearlyseeingstrongreturns.Forthosestilltestingthewaters,it'sinterestingtoseethatbudgetisbeingtakennotonlyfromotherdigitalchannels,butalsofromATLchannelswhichreflectsthefactthattheroleofCommerceMediagoesbeyondbottom-linesalestooverallbrandexposure."

BobbieGersbach,GlobalPlanningDirector,

M&CSaatchiPerformance

Ofthe28%ofrespondentswhoareearlyintheirCommerceMediajourney,theyaretakingtestsbudgetsfromchannelsrangingfromsocialmediatoprint,OOH,radioanddirectmail.

ThetopthreemostchallengingaspectsofmanagingCommerceMediacampaignsare:

StrategicPlanning

20%

BudgetConstraints

17%

Day-toDayOps

16%

"ThesurveyresponsesreflectchallengesbroughtaboutbyCommerceMedia'srelative

newnessandcomplexity,whichisunderstandable.Weseemanyquestionsfromclients

strugglingtointegrateCommerceMediaasachannelorspecificretailmediaplatformsintotheirbroadermarketingstrategiesandplanningwhilesimultaneouslymanagingday-to-dayoperations,highlightingtheneedforspecializedexpertise.”

JasvinderSinghBindra,CommerceMediaDirector,

M&CSaatchiPerformance

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M+CSAATCHIPERF0RMANCE

MarketingSurvey|H12025|DiggingDeeperintotheData

ThetopthreemetricsformeasuringCommerceMediacampaignsare:

21%

Newcustomers

Marketshare19%

Repeatpurchase17%

"Theseresultsshowahealthyfocusonbothacquisition(newcustomers)andretention

(repeatpurchase),alongsideastrategicfocusonmarketshare.Thisindicatesthat

CommerceMediaisusedforshort-termsalesandlonger-termbrandgrowthandisreflectedinmanyofourclientobjectives.”

JasvinderSinghBindra,CommerceMediaDirector,

M&CSaatchiPerformance

Thebiggestproduct-specificchallengestorunningCommerceMediacampaignsare:

28%

23%

20%

Contentoptimization ContentcreationContentcompliance

ContentandAlwillbecoveredinthenextinstalmentofthesesurveyresultsasmarketers

grapplewithcomingtotermswithhowandwhatAlbringstotheircreativeexecution.Inthisscenario,weknowthatplacingcreativeemphasisreflectstheimportanceofproduct

presentationandinformationwithinCommerceMedia.Optimization,creation,andcomplianceareallcrucialforeffectivecampaigns,highlightingtheneedforstrongcontentstrategies.

Excellenceincreativeexecutionisessentialforallmarketing,butespeciallyinacommercemediasettingwhereproductsneedtoshowcasefeatures,usage,beauty,practicality,andsomuchmoreinamatterofsecondstodriveconversion.

85%ofrespondentssaidtheywereplanningonincreasingtheCommerceMediabudget,and84%saidtheyplannedonstartingtorunCommerceMediacampaignsinthenext12months.

ThesenumbersdemonstratethestrongmomentumbehindCommerceMedia.Both

existingandnewadoptersareplanningsignificantinvestments,indicatingarobust

growthtrajectoryforthechannel.However,astheearlierresultsshow,advertisersfacesignificantchallengestoensuretheymaximizeretailmediachannels,cutthroughthe

complexity,andmakethemostoftheincrementalbudgetsbeingmadeavailable.

Thetopmostinterestingcapabilitiesthatmarkersareseekingare:

26%

Advancedaudiencetargeting

22%

Al-drivenoptimization

21%

Cross-platformoptimization

17%

Socialcommerceintegration

ThedesireforgreaterefficiencyandeffectivenessinCommerceMediawillcontinuetobeafocusasadvertisersdeveloptheirexperienceinworkingwithinthesechannels.AdvancedtargetingandAl-drivenoptimizationarecrucialformaximizingROI,whilecross-platformoptimizationandsocial

M+CSAATCHIPERF0RMANCE

commerceintegrationpointtotheevolvinglandscapeofonlinecommerce.

Page5

MarketingSurvey|H12025|DiggingDeeperintotheData

WHATISSTOPPINGYOUFROM

COMMERCEMEDIACAMPAIGNS?

3%

Other

Lacking

Lackingbudget

26%

Lackingresource

25%

Notrelevanttomybrand

experience

23%

21%

PERCENTAGEOFYOURMARKETINGBUDGET

WILLBESPENTONCOMMERCEMEDIAPLATFORMSIN2025?

M+CSAATCHIPERFORMANCE

1%

Between

51%and75%

4%

36%

Between

44%

Between

26%and50%

Morethan75%

Lessthan10%

10%and25%

Page6

Page7

MarketingSurvey|H12025|TheCurrentStateofCommerceMedia

SECTION4

WHATDOESTHISSURVEYTELLUSABOUTTHECURRENTSTATEOFCOMMERCEMEDIA?

CommerceMediaintheU.S.haswellandtrulyhitmainstreamadoption

With48%ofrespondentsstatingtheyarealreadyrunningCommerceMediacampaignsand60%ofpeoplesayingtheystartedrunningcampaignsinthelasttwoyears,

CommerceMediahashitmainstreamadoption:

48%

60%

AlreadyrunningStartedinthelast2years

StabilizingforaUSMarket

Whileglobalretailmediaspendgrowthisstillindoubledigits(estimatedtogrow11%YoYin2025),thisgrowthrateisstabilisedfrom16%3yearsago.

Amazon'sGrowingDominance

Amazon'sdominance(excludingChina,wherePinduoduodominates)isincreasing.Itsadrevenueisexpectedtohit$68billionin2025,whichequatesto65%oftotalretail

mediarevenue.AkeyadvantageforAmazonisitsabilitytoreachaudiencesatscaleattheupperfunnel,thankstothe85%ofPrimeVideosubscriberswhoviewcontent

withads.

Acrossallmajorretailmedianetworks,growthis

expectedtocomefromoff-siteadslinkingbacktothe

platform,withnotonlyAmazonpartneringwiththelikesofPinterest,SnapandMetabutInstacartbrokeringadealwithGoogleenablingoffsiteshoppingads,and

Sainsbury'spartneringwiththeprogrammaticadplatformTheTradeDesk.*

*Source:WARC-TheFutureofDigitalCommerce2024

Amazon's2025adrevenue:

S68BILLION

Amazon'smarketshare:

mediarevenue

65%

oftotalretail

PrimeVideo'sroleinAmazon'ssuccess:

subscriberswatch

ad-supportedcontent.

85%

ofPrimeVideo

M+CSAATCHI

MarketingSurvey|H12025|TheCurrentStateofCommerceMedia

“CommerceMediacreatesasymbioticrelationshipbetweencustomers,brands,andretailers.Theshopperfindsproductstheyarelookingfor,theretailer

monetizesitsdigitalrealestate,andbrandsgainexposuretotheir

targetcustomers.”

JasvinderSinghBindraCommerceMediaDirector,

M&CSaatchiPerformance

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Page9

Interestingly,advertisersconsiderCommerceMediaastheanswertosupportgrowthacrossstrategies.Forexample,theprimaryobjectivesforCommerceMediacampaignsvaried;

26.3%21.43%21.13%19.48%12.66%

Sales/conversionBrandawarenessNewcustomeracquisition

Marketshare

growth

Customerretention

"ThesefindingsconfirmthatCommerceMediaisbeingusedforabroadrangeofgoalsand,inmanyinstances,reflecttheconversationswehavewithclients.Whilesalesremainapriority,brandawareness,marketshare,andcustomerretentionareallsignificantobjectivesandsomethingwecanensurebrandsachieve.”

JASVINDERSINGHBINDRA

CommerceMediaDirector,M&CSaatchiPerformance

M+CSAATCHI

MarketingSurvey|H12025|TheCurrentStateofCommerceMedia

D2CADVERTISERSUSEACOMBINATIONOFINTERNALANDEXTERNALEXPERTISE.THEGROWINGWAVEOFNON-ENDEMIC

ADVERTISERSLEANINGONAGENCIES:

Non-endemicadvertiserswilllikelyneedagencysupportasincrementalCommerceMediagrowthisexpectedtobedrivenbynon-endemicadvertiserswhoareincreasinglyleveragingretailmedianetworkstoaccessengagedconsumeraudiences.Theseadvertisersincategoriessuchas

finance,travelandautomotivewillbemorelikelytoleanontheiragenciestoleveragethis

opportunity.IntheUS,53%ofadvertisershaveleveragedretailmedianetworksasnon-endemicbrands.

"Non-endemicbrandsfaceuniquechallengesinnavigatingtheretailmedialandscape,

requiringtailoredsupportfromtheirmediaagenciestounlockitsfullpotential.Unlike

endemicadvertisers,thesebrandsmustleveragefirst-partydatafromretailmedia

networkstotargethigh-intentaudiencesandenhancecampaignrelevanceacrossdigital

channels.Mediaagenciesplayacriticalroleinbridgingthisgapbyhelpingnon-endemic

brandsidentifytherightretailpartners,interpretcomplexconsumerinsights,andcraft

strategiesthatalignwiththeirbroadermarketinggoals."

BOBBIEGERSBACH

GlobalPlanningDirector,

M&CSaatchiPerformance

Page11

MarketingSurvey|H¹2025|TheCurrentStateofCommerceMedia

DESPITETHE

ENTHUSIASMFORCOMMERCEMEDIA,

CHALLENGES

REMAIN

Strategicplanning,budgetconstraints,andday-to-dayoperationswerethetopmostchallengingaspectsofrunningmediacampaigns,withcomplexityandchannelmixplanningalsobeingchallenged.

Product-specificchallengesmainlyfocusoncreative,forexample,contentoptimization,contentcreation,andcontentcompliance.Measurementisalsoa

concern,with17.65%ofrespondentssayingmeasuringperformanceischallenging.

ChallengesinMediaCampaignsandProduct-Specificlssues:

StrategicPlanningBudgetConstraints Day-toDayOpsComplexity

ChannelMixPlanning ContentOptimization ContentCreation ContentComplianceMeasuringPerformance

21%

11%

11%

28%

23%

18%

20%

MediacampaignchallengesProduct-specificchallengesMeasurementdifficulty

M+CSAATCHI

MarketingSurvey|H12025|InSummary

INSUMMARY

ThesefindingsconfirmapowerfultrendthatCommerceMediaisnolongeranichetactic.It'sacorecomponentofmodernmarketing,drivingsalesandbrand

awarenesswithincreasinginvestmentandadoption.However,therearestrugglesinthespeedofchangeandcomplexityofthelandscapeplustheessentialoverlapwithcreativethathastobealignedtoensurebrandsseesuccessonCommerceMediachannels.

JasvinderSinghBindraCommerceMediaDirector,

M&CSaatchiPerformance

Page12

MarketingSurvey|H12025|MeettheTeam

MEETTHETEAM

JASVINDERSINGHBINDRA

CommerceMediaDirector,M&CSaatchiPerformance.

JasvinderBindraisaseasonedmarketingprofessionalwithover15yearsofexperienceinintegrateddigitalmarketinganddata-drivenstrategies.Hehasledhigh-performingteams,managedmulti-million-dollaradbudgets,andexecutedimpactfulcampaignsatCognizant,Target,Amazon,andDell.Knownforhisinnovativeapproachandfocusonbusinessresults,Jasstaysattheforefrontofevolvingmarketingtrendstodrivebrandgrowthandrevenue.

BobbieGersbachhasspentthepast17yearsworkingindigitalmediawithnetworkagenciesincludingPublicisandDentsubeforejoiningM&CSaatchiPerformancein2015.AsoneofthefirstemployeesofM&CSaatchiPerformanceintheAPACregion,Bobbiehasbeenkeytothegrowthoftheagencyanditsclients,particularlyregardingAmazonandGrab.Shepioneeredmo