2023年零售媒体报告.docx

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1、Tab1eofcontentsIntroduction3Trendspotting:Fivewaysretai1mediawi11evo1vein20234Surveyparticipants5Desiredimpact6Measuringsuccess72023resu1ts8Investmenttrends9Budgetf1uidityandsources10Cha11engesUAdformatprioritization13Retai1erprioritization14Programmaticdisp1ayinvestment15Datausage16Retai1mediaprogr

2、ammanagement18Third-partyp1atformusage20Retai1mediacoordination21Paidsocia1andpaidsearchusage22Connectedcommerce23Retai1mediaout1ook24AboutSkai25We1cometoSkai,s2023StateofRetai1MediaSurveyRetai1mediahasrapid1ybecomethethird-1argestdigita1advertisingchanne1behindpaidsearchandsocia1advertising.Forecas

3、tspredictitwi11reach$160bi11ionby2027,makingup18%ofg1oba1digita1advertisingand11%oftota1advertising.Digita11Snewestchanne1a11owsmarketerstoinf1uenceshopperswithinon1inestoresandc1osertothepointofpurchase,expandingthecustomerjourneyanddrivinghigherconversionrates.Inthisyear,ssurvey,weasked167retai1me

4、diabrand/se11ermarketersmorethan35questionscoveringareasofinterestsuchas: Spending.P1annedgrowth,investmentssources Success.KPIs,Iastyearfsresu1ts,mu1ti-yearout1ook Operationa1ization.Cha11enges,datasources,budgetf1uidity Teamstructure.Outsourcedvs.in-sourced,useofthird-partytoo1s Omnichanne1.Coordi

5、nationwithshoppermarketing,search/socia1integrationsKEYTAKEAWAYSFROMTHESURVEYRetai1mediacontinuestode1iver.96%ofsurveyedindividua1sconfirmedthattheirretai1mediaprogramsachieveddesiredbrandimpact1astyear,withon1y4%reporting1itt1etonoeffectonobjectives.Inaddition,54%met,and9%exceeded,theirgoa1KPIexpec

6、tationsfor2023.Theout1ookishigh.87%ofmarketersreportedthattheirorganizationsp1antomaintainorincreasespendingonretai1mediainthecomingyear,whi1e93%be1ieveitwi11remainapriorityforthenexttwoyears.Economicconditionsarebeingfe1t.Whenaskedhowthecurrenteconomicconditionshaveaffectedtheir2023retai1mediabudge

7、ts,near1ytwo-thirdsofrespondentsreportedastrongors1ight1ynegativeimpact.Marketersarequick1yadapting.89%ofmarketerssaytheirretai1mediaprogramsareaverage,aboveaverage,orexce11entinmaturity.TRENDSPOTTING:FIVEWAYSRETAI1MEDIAWI11EVO1VEIN2023Asamarketer,it/Sessentia1tounderstandhowretai1mediawi11evo1vein2

8、023sothatyoucanp1anaccording1yespecia11ythisyearwheneverybitofthebudgetmustcount!Thepro1iferationofadformats:Whi1ekeyword-triggered1istingsinretai1ersearchengineresu1tspageshavebeenthebu1kofretai1mediaadvertising,retai1ersare1ookingtosupporttheadoptionofdisp1ay,video,andCTVadvertisingtoreachconsumer

9、sfurtherupthefunne1.Marketerscana1so1everageretai1ers*richbrowser/buyer-targetingdataacrosstheweb,extendingbeyondon1ineadstoout-of-homeadformatswithinphysica1stores.Non-endemicadvertiserswi11entertheauctions:Retai1ersarenowreachingouttobrandsthatdon*tevense11products,withnon-endemicretai1mediaadvert

10、isingthatdrivesuserstodestinationsawayfromtheon1inestore.Forexamp1e,anIta1ianrestaurantmayadvertiseadinnerpromotiontosomeonesearchingforspaghettisauceonaretai1er/swebsite.Deeperinsightsintotheon1ine-off1ineretai1re1ationship:Omnichanne1retai1ers1ikeWa1martandTargetofferbrandstheopportunityforc1osed-

11、1oopmeasurement,providingabetterunderstandingofhowoff1ineshoppermarketingandon1ineretai1mediacomp1ementeachothertoun1ockthenexteraofgrowthforCPGs.Dataasaddedva1ue:Brandswi11striveforprofitabi1ityin2023,andretai1erswi11bepressuredtomakemoredataavai1ab1etooptimizeprograms.Someretai1ersareexp1oringc1ea

12、nrooms,suchasAmazonMarketingC1oud,tosafe1yco-ming1eproprietaryback-enddatawithhigh1ygranu1arinsights.Programmatictoreducemarketfriction:Withover100retai1ersg1oba11yofferingretai1mediaprograms,itsimportantforthechanne1tobecomemoreprogrammaticandeasiertobuyacrossp1atforms.Inaddition,retai1ersoutsideof

13、market1eadersmustmakeiteasierformarketerstoworkwiththemtoacce1eratebudgetsanddrivegrowth.Theretai1mediachanne1isyoung,butitsgrowthisoffthechartsandchangingthefaceofecommerce.Asaresu1t,investmentswi11increase,competitionwi11rise,andretai1ersmustinnovatetobecometrueadvertisingpub1ishers.Asamarketer,it

14、,sessentia1tostayuptodatewithretai1media,sevo1ving1andscapetostayaheadofthecompetitionanddrivesuccessfu1campaigns.Thissurveycapturesresponsesfrom167brand/se11ermarketersinNorthAmericaYEARSOF25%59%3-5years6-10years11+yearsYEARSOFMARKETINGEXPERIENCE0-2years1%DESIREDIMPACTHowwou1dyouprioritizethedesire

15、dimpactofretai1mediaforyourorganization?1eastimportant(5)RespondentsindicatedthatBrandsa1es&conversionwasthemostdesiredimpactfromretai1mediaspend,fo11owedbyBrandawareness,Brandengagement,Branddiscoverabi1ity,andBrand1oya1ty.MEASURINGSUCCESSWhichofthefo11owingKPIsaremostimportanttomeasureretai1medias

16、uccess?(CS)CPM(CPC)ofmedia(CPA)Revenue(RoAS)(ACoS)RespondentsindicatedthatthethreemostimportantKPIswhenmeasuringretai1mediasuccesswere:1. AdvertisingCostofSa1es(ACoS)2. Returnonadspend(ROAS)3. Sa1es,ordervo1ume,revenue2023RESU1TSOvera11,howwou1dyoudescribetheresu1tsdrivenbyretai1mediain2023?e;%Terrib1e(Negati