2025年零售媒體行業(yè)研究報(bào)告

2025RETAILMEDIAINDUSTRYREPORT02ABOUT THERESEARCHRETAILMEDIAINDUSTRYREPORTRETAILMEDIAINDUSTRYREPORTRETAILMEDIAINDUSTRYREPORTWHOWESURVEYED

Brands Retailers 0303Annualrevenue Senioritylevel03

43%

60%

51%ThedatainthisreportwascollectedviasurveyinAugust2024intheUS.Wesurveyed100executive,senior,andmid-leveldecisionmakersfromretailersandbrands.Theyserveinmarketing,retailmedia,merchandising,ecommerce,andshoppermarketingroles.

35%25%15%10%

20%15%15%

38% 29%26% 17%26%11%11%

50%40%30%20%10%

43%34%34%

45%Respondentsworkatcompanieswithover$50Minannualrevenue.Allparticipating

$50M$99M

$100M$499M

$500Mto$999M

$1B+

Executivelevel Seniorlevel Mid-levelretailershaveashoppermarketingorco-opmarketingprogram,aswellasamonetizationprogramthat’sincrementaltotheirshoppermarketing.Allbrands

Mainproductcategories 55% 42%34%37% 37% 37% 37% 34%categorizethemselvesaseitherCPGsorconsumerbrands.

30%20%10%

29%

26%

23%

28% 25% 25%23% 20%17% 17%14%

20% 22% 23%11%6%22%6%22%RETAILMEDIAINDUSTRYREPORT04INSIDE010201020304PreparingforConvergenceinaComplexLandscapeManagingCostsFOCALPOINTSFORBRANDSFindingEfficienciesforGrowthNavigatingRMNComplexityTHEPATHFORWARDRETAILMEDIAINDUSTRYREPORT0101THERETAILMEDIALANDSCAPE020304TODAY’SRETAILMEDIALANDSCAPE(RMN)LANDSCAPERETAILEROWNEDGrocery

DepartmentStore

Mass/Dollar/ClubOfficeSupply

HomeImprovement

SpecialtyConvenienceStore

Pharmacy/Convenience/BeautyAGGREGATEDMARKETPLACESECOMMOWNED COMMERCEMEDIANETWORKSCommerceIntermediary

Specialty

Travel

Financial

Entertainment/Fitness/ServicesRETAILMEDIAINDUSTRYREPORT0101THERETAILMEDIALANDSCAPE020304RETAILMEDIAINDUSTRYREPORT06RETAILMEDIAIN2025HASREACHEDATIPPINGPOINTInfourshortyears,retailmediahasexplodedfrombeingan$18.8Bbusinesstoonethat’sworth$54.9B.Andasthepiehasgrown,moreandmoreplayershavejumpedintograbapiece:our2020landscapeincludedjust28RMNs,whilethisyear’shasanimpressive94.Growthhasbeenfast–andit’snotclearifthatgrowthisintherightareas.Commoditizedadformats,likesponsoredsearchandbannerads,getalotofinvestmentandattention,butthefutureofretailmediawillbeindifferentiatedofferingslikedataandaudiences.Thecurrentstatesimplyisn’tsustainable.Wepredictaconvergencemomentcomingsoon,wheresomeRMNswillmergeandotherswillfold.Butwe’llalsoseesomeRMNsthrive.Togetthere,they’llneedtocreateclearvalueforbrandswhileexpertlycontrollingtheircosts.RETAILMEDIAINDUSTRYREPORTThisyear’sreportfocusesonhelpingRMNsandbrandsalikemanageefficientretailmediaoperationsandnavigatethecomplexitiesofthelandscape.Diveinforourexclusivesurvey-basedinsightstoprepareforretailmediasuccessin2025andbeyond.RETAILMEDIAINDUSTRYREPORT07FOCALPOINTSFORRETAILERSRETAILMEDIAINDUSTRYREPORT01 02FOCALPOINTSFORRETAILERS 03 04 08%expecttoincrease

TODAY’SREALITYFORRETAILMEDIANETWORKSSeventy-eightpercentofretailersexpecttheirRMNrevenuetoincreaseinthenextthreeyears,comparedto91%lastyear,suggestingthatRMNsarelessconfidentintheirabilitytocontinuetostandoutandgrowinacrowdedmarketplace.What’scausingthat?FragmentationinthecompetitivesetincreasescomplexityforRMNs.Therearegrowingpainstomeetdemand.RETAILMEDIAINDUSTRYREPORTRETAILMEDIAINDUSTRYREPORTRETAILMEDIAINDUSTRYREPORT01020102FOCALPOINTSFORRETAILERS0304TODAY’SREALITYFORRETAILMEDIANETWORKSFragmentationinthecompetitivesetincreasescomplexityforRMNs.RMNscalledoutfirst-partydatavendorsandmediaproviders(Meta,Meredith,YouTube,othercommercemedianetwork)astheirtopcompetitorsthisyear,withdirectandindirectRMNscomingafter.RMNsarechallengedtonavigatealandscapewherethenumberandvarietyofplayersmakesithardtodefineacompetitiveset.

Therearegrowingpainstomeetdemand.ThecurrentThecurrentlandscapeisunsustainable,andtothrivethroughanindustryconsolidation,retailersmusttakeadvantageoftheiruniquepositionaspublishers,techproviders,medianetworks,andmuchmore.ReadonforfreshinsightsintothecurrentstateforRMNsandtolearnhowtonavigatetheevolvinglandscape,withafocusoncompetitivedifferentiationandcostmanagement.maturing.Thisyear’sdatashowedthatRMNsaren’tfocusedprimarilyonjustoneortwotopconcerns;RMNsaremanagingcomplexandcompetingprioritiesintheirbusinessdailyandit’schallengingtoidentifyasinglesolutionthataddressesthemall.RETAILMEDIAINDUSTRYREPORT本報(bào)告來(lái)源于三個(gè)皮匠報(bào)告站（）,由用戶(hù)Id:866864下載,文檔Id:616861,下載日期:2025-03-10本報(bào)告來(lái)源于三個(gè)皮匠報(bào)告站（）,由用戶(hù)Id:866864下載,文檔Id:616861,下載日期:2025-03-100102FOCALPOINTS0102FOCALPOINTSFORRETAILERSPREPARINGFORCONVERGENCEINACOMPLEXLANDSCAPE0304EVERYAISLERMNsnowcovernearlyallproductcategories,makingretailmediarelevantformorebrandsandsolidifyingitasanintegralpartofastandardmediastrategy.Ofnoteistheluxurygoodscategory,whichgrewfrom22%lastyearto34%thisyear.Intheearlyyears,manysawretailmediabuiltexclusivelyforCPGs.However,ascommercehasevolvedtobe“everywhere,allthetime,”thereareusecasesforluxurybrandsthatmakeretailmediaanattractiveopportunity.Ifdesired,nearlyanybrandcouldfindanRMNtoworkwiththatsellsintheircategory,presentingmoreoptionsthanever.This,combinedwiththecrowdedlandscapeonpage4,highlighttheneedforRMNstodevelopnon-mediasolutionstostaycompetitive.

Whatbestdescribesthecategoriesthatyousell?14%20%22%14%20%22%23%25%25%37%42%PharmacyConvenienceitems,suchasgrab-and-gofood,drinks,orgasolineOfficesuppliesandpersonalcomputingHomeimprovementHealthandwellness28%Homegoods29%Luxurygoods34%Grocery37%Generalmerchandise(includesmassmerchandisers,varietystories,andmembershipwarehouseclubsCosmeticsandbeautyClothingandfashion

01010% 20% 30% 40% 50% 60%RETAILMEDIAINDUSTRYREPORTRETAILMEDIAINDUSTRYREPORTRETAILMEDIAINDUSTRYREPORT010102FOCALPOINTSFORRETAILERSPREPARINGFORCONVERGENCEINACOMPLEXLANDSCAPE0304LANDSCAPEFRAGMENTATIONLEADSTOACOMPLEXCOMPETITIVESET

011RMNsconsiderfirst-partydatavendorsandmediaprovidersastheirbiggestcompetitors,beatingoutothermedianetworks.ThissuggeststhatRMNsseetheirfirst-partydataasasignificantassetandperceivetheplatformaudiencesasasignificantthreatasaviablealternativeforbrands.Inanidealworld,platformswouldbepartnersratherthancompetitors.ThemoreweseeRMNsbuildtheirofferingaroundcustomerdata,themorelikelyopportunitythereistobuildpartnershipbridgeswithmediaanddataproviders.AlbertsonsandNBCUniversalareexamplesofbrandswhohavesuccessfullyturnedoverlappingofferingsintovalueforbothparties.TheremayalsobeopportunitiesforRMNstocollaboratewithmedianetworksoutsideofretailforsecond-partyaudiencetargetingsinceRMNsdonotviewthemascompetitors.

Whodoyouconsidertobecompetitorstoyourretailmediaprogram?62%55%31%6%62%55%31%6%2%networks,Meta,Pinterest,etc.)Mediaproviders(YouTube,Meredith,etc.)Selectretailmedianetworksthataresimilartoyourbusinessinsomeway(productassortment,revenue,etc.)AllotherretailmedianetworksAllmedianetworksoutsideofretailNoneoftheabove

74%20% 40% 60% 010102FOCALPOINTSFORRETAILERSPREPARINGFORCONVERGENCEINACOMPLEXLANDSCAPE0304NON-MEDIAOFFERINGSMAKEUPANINCREASINGPORTIONOFRMNVALUE

012What%ofyourRMNgrossannualvaluegoestonon-mediasolutions?55%

For45%percentofRMNs,non-mediasolutionsmakeup>40%oftheirRMNrevenue,upfromjust33%RMNslastyear.Infact,RMNisstartingtobecomeamisnomer–today’sRMNsarecloserto“retailaudienceconnectors”thanmedianetworks.40%34%13%14%8%8%3%02%025%Advertisers,brands,andagenciesaredemandingmorefortheirinvestment,requiringRMNstoadvancetheirnon-mediasolutions.Thesesolutionsareoftenmorescalable40%34%13%14%8%8%3%02%025%Often,RMNswillinvestinmultiplecomplementarynon-mediasolutionstocreatepersonalizedexperiencesthatresonateforshoppers.1%-21%-40% 41%-60% -81%-2023 2024010102FOCALPOINTSFORRETAILERSPREPARINGFORCONVERGENCEINACOMPLEXLANDSCAPE0304RMNS’TOPNON-MEDIASOLUTIONSFOCUSONAUDIENCEDATAANDFIRST-PARTYINSIGHTS

013RMNsaren’tjustpublishers-they’reincreasinglyservingasdataprovidersandeventechcompanies.Thetopnon-mediacategoryRMNsreportparticipatinginrelatestoaudiences,withthetopofferingbeingdataandfirst-partyaudienceinsightswithoutmedia(35%).Asglobaldataregulationadvancesandcookiedeprecationexpands,RMNswillcontinuetoleanintotheirfirst-partytargetingvaluepropositiontomeetbrands’demand.Nextwascreative,suggestingthatRMNsrecognizetheimportanceofhelpingbrandsmanagethosecomponentsoftheirmediacampaignstocreateaconsistentshopperexperiencewiththebrand,bothonnetworkandoff.Thesetopofferingsprovideincentiveleverstoobtaincommittedadinvestmentgrowthfrombrands,andwhenthey’readd-onsRMNshavemoreflexibilityinthefinaldeliverabletobrands.Thatsaid,RMNsthatcancommercializethemodelfortheseitemsstandtogainafirst-moveradvantageandcapturepent-updemand.

typesofoneonouonsdoyouofferforbrndderersoprpen?Non-mediasolutions,averagedacrosscategories30%26%18%30%26%18%11%1421%%25%24AudienceCreativeReporting10% 15% 20% 25% 30% 35%2024 2023 2022010102FOCALPOINTSFORRETAILERSPREPARINGFORCONVERGENCEINACOMPLEXLANDSCAPE0304BRANDSNOWWORKWITHRMNSPRIMARILYTOUNDERSTANDANDINFLUENCETHEIRSHAREDCUSTOMER

014In2024,brands’reasonsforworkingwithRMNsarefocusedlessonperformance;third-partycookiedeprecationandmediaclosetothepointofpurchasepueedYYsdeonfor.Instead,they’refocusedonadeeperunderstandingandgreaterinfluenceoverthesharedcustomer.ThreeofthefourtopreasonsbrandsreportedworkingwithRMNsin2024centeraroundtheshopperandtheirexperience,witheachonegrowinginimportancecomparedtolastyear.ThisreinforcestheideathatRMNsareless“medianetworks”andmore“audienceconnectors”intoday’slandscape.

TobetterunderstandtheshopperattheretailerTocreateabettershoppingexperienceTobuildastrongerpartnershipwiththeretailerTodelivermorepersonalizedcommunications

Whydoyouworkwithretailmedianetworks?

58%57%42%58%57%42%54%47%54%50%23%25%23%42%23%44%FeelcompelledtoaspartmerchantnegotiationsTobuymediathat’sclosetothepointofpurchaseToprepareforchangesduetothird-partycookiedeprecation

10%

30% 40% 50% 60% 70%2024 202301501020150102FOCALPOINTSFORRETAILERSPREPARINGFORCONVERGENCEINACOMPLEXLANDSCAPE0304ACONSOLIDATIONINRETAILMEDIAISONTHEHORIZONBrandandagencyexpectationsforRMNsareincreasing.Theywantmorestandardization,control,andtransparencyacrossmediabuys,performancereporting,andmore.RMNsarepublishers,techpartners,medianetworks,andmuchmore.Withthatconvergenceofdisciplines,theyhaveamassiveopportunitytodeliveronbrands’biggestreasonsforworkingwithRMNs:tobetterunderstandtheirshopperandcreateabettershoppingexperience.Buttocontinuetosucceed,RMNsmustcommittoinnovation,createeasypartnerships,advancetheirmediapractices,andproveeffectiveness.Thosewhosucceedwillcapturedemandfromtop-tierbrandsandkeeplargermarketshare.Mid-andlong-tailRMNsthatareunabletoevolvetoshowdifferentiationwillbecappedbytheiravailablefirst-partyaudiencesizeandthetrafficitdrives,forcingconsolidationintocross-RMNcollaborationsorshareddatapartnershipstokeepormaintaintheirscale.RETAILMEDIAINDUSTRYREPORTRETAILMEDIAINDUSTRYREPORTRETAILMEDIAINDUSTRYREPORT010102FOCALPOINTSFORRETAILERSPREPARINGFORCONVERGENCEINACOMPLEXLANDSCAPE0304HOWTOPREPAREFORASHIFTINGLANDSCAPE

016ThereareseveralstepsRMNscantaketocontinuetothriveastheindustryconsolidates:Understandtheuniquevaluepropositionoftheirfirst-partyaudienceofferingtofindtherightbrands

treereeotporntereouonstreledaneworksoffer?Top3choicesCreativeservices,including

74%andselltothemeffectively.RecalibratetheircompetitorsettoRMNswithsimilaraudiences.KnowingwhoRMNsarereallyplayingagainstwillbecriticalforinvestinginareasthatwillhelpthemstandout.Usedatatoprioritizesolutionsthatmeetmarketneeds.Usethegraphtotherightasyourinnovationroadmapto-dolist.Creativeandconnectedloyaltystrategiesareessentialsfortoday’sbrands.Buildateamthat’snotjust“retailmedia”folks.Talentinvestmentsmustalignwithofferings,whetherthat’screative,loyalty,in-depthreporting,orothercomponents.Addtransparencywhereverpossible,especiallywithaddressabletargetingtoshowtheeffectivenessofmediacampaigns

personalizationandco-brandedopportunitiesthroughcreativeConnectedstrategyacrossretailmedia,loyalty,andmerchantteamsccessodgecommeceoweddoeedmedoeesAccesstoin-storeownedandoperatedmedoeeswneee’sfootprintFirst-partysalesdatareportingCo-brandedopportunities 0Other 03%

17%19%

34%33%31%

44%42%

54%50%54%

66%

78%10% 20% 30% 40% 50% 60% 70% 2024 20230102FOCALPOINTSFORRETAILERSMANAGINGCOSTS0304RMNsMANAGECOMPLEX,COMPETINGPRIORITIES0102FOCALPOINTSFORRETAILERSMANAGINGCOSTS0304SCALINGTHETEAMASTHETOPCONCERNThetopconcernretailersseefortheirRMNbusinessisscalingtheteamtomeetdemand,whichisoftencostly(bothtobuildandmaintain).ThisalignswithoneofthechallengesmanyRMNsreported:findingtherightpartnerforpeople.Compilingateamwiththebestmixofexpertiseandexperiencecanbetoughinacompetitive,rapidlygrowingindustry.Thatsaid,withtheindustrymaturing,wenowseeamoreevendistributionacrossthechallengesRMNsreportratherthanjustoneortwostand-outs.In2022,thespreadbetweenthehighestandlowestconcernswas18points;thisyearitwasjust9.Thatalonecanmakefindingandscalingthesupportteamchallenging.

PleaserankthefollowingpotentialconcernsorchallengesaboutyourretailmediabusinessinorderofhowlargeaconcerntheyaretoyourorganizationTopranked9%15%17%3%4%12%11%12%13%6%11%9%15%17%3%4%12%11%12%13%6%11%4%11%11%11%11%15%11%16%20%11%19%6%7%13%demandKeepingupwithinnovationDataprivacyandregulationsFiguringouthowtouomoIoebusessCollaborationacrossmerchant,loyalty,andretailmediateamsManagingSolutioningfornewadproductsCompetition

017Areasweweren’tevenaskingabout3yearsago,likeAIandautomation,arenowtop-of-mindformanyretailers,andfindingtherightsolutionscanbeexpensive.

emdsofbddveserpartners

22%10% 15% 20% 25%2024 2023 202201020102FOCALPOINTSFORRETAILERSMANAGINGCOSTS0304INCREASEDINTERESTINSPECIALIZEDPARTNERSHIPSRetailersinoursurveyreportedworkingwithmorethan23differenttechnologypartners.RMNsdivertedsharefromlargerproviderstopartnerswhooffersolutionsmoretailoredtoretailmedia.SomeofthebiggestwinnersweretheTradeDesk,PromoteIQ,andPlacementsIO.RMNs’evolvingneedsrequireadifferentpartnerset–andwithsomanyoptionsavailable,RMNsnolongerneedtosettleforanimperfectfit.Aligningsolutionstoneedsiskeyforcostmanagement,especiallywhenretailerscanreducethenumberofpartnersthey’reworkingwith.Smallerspecialtypartnersmayalsoprovidesomecostsavingsoverenterprisesolutions.Asretailersexplorenewandemergingpartners,itwillbecriticaltoproperlyevaluateanyfoundationaltechintegrationwork,likeAPIs,thatnewpartnersrequire.Thoseprojectsshouldbeconsideredaspartofthe

CriteoCitrusPubmaticPlacementsTradeDeskPromoteIQAmazon

Whichpartnersdoyouworkwithtosupportyourmonetizationprogram?

0188%8%9%6%9%8%11%5%14%5%14%9%28%27%42%50%72%77%77%80%erlc8%8%9%6%9%8%11%5%14%5%14%9%28%27%42%50%72%77%77%80%

10% 20% 30% 40% 50% 60% 70% 90%2024 202301020102FOCALPOINTSFORRETAILERSMANAGINGCOSTS0304PleaserankthebelowfactorsinorderofimportancewhendecidingwhichtechnologytouseforyourretailmedianetworkTopranked17%8%15%11%17%8%15%11%14%11%14%14%12%16%11%9%11%8%5%roadmapCommercialtermsdorcostManagedservicecomponentEaseReputationofpartnerAbilitytoscale

COSTBECOMESAGREATERCONSIDERATIONFORTECHDECISIONSYearoveryear,moreretailerscited“commercialtermsand/orcost”astheirtopfactorwhendecidingwhattechnologytousefortheirRMN.Whenthelandscapewasmorenascent,retailerswerelookingfortheeasiestimplementation.Afterlearningthatalltechimplementationsarerelativelyhard,it'snolongerthetopprioritywhenmakingadecision.RMNsarelikelygettingmoreinternalITsupportasretailersoseoffsesoeSalessuooffegBuilt-inaccessexistingadvertisers

25%

prioritizetheirbusinessbuildasatransformationproject.WithITsupportit'slessofafocustobe"easy"andmoreofafocustobe"right"forthelong-termplay.10% 15% 20% 25% 30%2024 202301020102FOCALPOINTSFORRETAILERSMANAGINGCOSTS0304RMNsFINDA“HAPPYMEDIUM”WITHBOUGHTTECHNOLOGYYearoveryear,moreretailersreportedbuyingtechnologyacrossallareasexceptcreative.Buyingstrikesabalanceacrossconvenience,ownership,andtotalcost.Buildingrequiressignificanttimeandupfrontinvestmenttoseelonger-termefficiencies,whilepartneringprovideslesscontrolandongoingfees.Buyingisahappymedium,providinggreatercontrolthanpartneringwithlessinvestmentthanbuilding.RMNsaremostwillingtobuildtheirCRMtechnologytomanagetheirshopperdataasthebackboneoftheirpersonalizationefforts.They’remostlikelytopartnerformediasalesandcreative,whichallowsthemtocapitalizeonindustryinnovationswithouthavingtomakesweepingchangesthemselves.

MediaedaTchAdrngAudienceDevelopmentReportingInsightsCreativeCRM

Whichbestrepresentsyourapproachtotechnology?25%35%40%26%43%31%28%48%25%29%37%34%38%23%38%45%38%17%10% 20% 30% 40% 50% 60% 70% 90% Built Bought Partnered01020102FOCALPOINTSFORRETAILERSMANAGINGCOSTS0304TOPCHALLENGESARECOSTLY–BUTESSENTIAL–ENDEAVORSFORINNOVATIONLastyear,RMNs’biggestchallengetoscalingtheirdigitalbusinesswasfindingtherighttech.Thisyear,it’sputtingatechnologyinfrastructureinplacetogetasmuchvalueaspossiblefromtheirtechinvestments.Astheindustryhasmatured,investmentsintechandeeremt-e.deng”tnsttgtRMNstowheretheyarewon’tpropelthemforwardastheindustrymovestowardconsolidation.Moretailoredtechsolutionsandspecializedpersonnelwillbekeyforinnovation.endtr’smtrtysonngtrghnteY/Ydecreasein“conflictwithmerchantortradeteams”,astheseissueshaveincreasinglybeenresolvedinternally.

60%40%20%-20%-40%-60%-80%-100%

YoY%change 57% 35% Findingtheright 14%9%tech(internal Internalor Conflictwithchange outsourcedsales internal Lackthemanagement, ofthedataor merchantor expertisein-etc.) mediasolution tradeteams houseLackofexpertisehouseFindingthe Gettingrightpartner buy-inorforpeoplefundingTechnologyInfrastructure-59%-100%-120%01020102FOCALPOINTSFORRETAILERSMANAGINGCOSTS0304RMNSLOOKTOEMERGINGTECHNOLOGYFOREFFICIENCYGAINSRMNsreportedusingamixofmethodstodriveefficiencies,withAIandautomationbeingthemostprevalent.Tousethesetoolseffectively,retailersshould:Havespecificpainpointsthey’retryingtoaddress,anddefineconcreteAIandautomationusecasesthatcansolvethosechallenges.ToomanycompaniesarejumpingintoAItostayon-trendratherthanthinkingthroughtheuniquebusinesschallengeitcanhelpthemsolve.CreatealignedKPIsandrealisticgoalsforefficiencygains.Successmetricsshouldtiedirectlytothechallengebeingsolved,andtimelinesshouldconsiderimplementation,QA,optimization,etc.

Whichofthefollowinghaveyouused,orareyoucurrentlyusing,todriveefficiencies?AIAutomation

86%72%Ensuredataintegrityandfidelity.AIisonlyasgoodasthedatait’sfedandtrainedon.

Restructuringofteams nd/orouourngodes

26%Othertechnology

12%02301020230102FOCALPOINTSFORRETAILERSMANAGINGCOSTS0304HOWTOFINDAVENUESFORGROWTHTherearegrowthopportunitiesforallRMNs–thoughtheymayrequirenewinfrastructureorpartnerships.Atthisstage,RMNsmustthinkcriticallyaboutwheretheyare,wheretheywanttogo,andwhattheyneedtogettheresothateverydollarinvestedcontributestofuturesuccess.Whatmakessenseforascaledbig-boxplayermaynotworkforaspecialtyRMN.Evaluatethefullvalueofpartnershipsortechinvestments,includingtheirabilitytoadapttoemergingtechnology,againstthecost.Beopentosmallerpartnersiftheyhavethecapabilitiesthatmatchyourneeds.Takealong-termviewwhendeterminingwhethertobuild,buy,orpartner.Thereisnoonerightanswer–itdependsonyourteam’sgapareas,yourcapitalon-hand,yourabilitytoiterateastheindustryevolves,andmore.Staytruetoyouruniquedifferentiationandthecustomeryousharewithyourbrands.Alaserfocusonyourcorestrengthswillhelpavoidwastedeffortorinvestmentinofferingsthatwon’tdelivervalue.Followthebestpracticeswe’veoutlinedforAIandautomation–startwiththequestion,“whatcanAIdoforme”ratherthan“whatcanIdowithAI”?RETAILMEDIAINDUSTRYREPORT024FOCALPOINTSFORBRANDSRETAILMEDIAINDUSTRYREPORT01 02 03FOCALPOINTSFORBRANDS 04

025AveragemediainvestmentperaccordingtoRMNs

TODAY’SREALITYFORBRANDSAstheRMNindustrycontinuestogrow,sotoodomanybrands’retailmediaprograms.MostRMNsreportthateachoftheirbrandpartnersinvestover$1millionannually,onaverage-andthosebrandsmaybespendingthatmuchwithmultipleretailers.Thecurrentlandscapeisforcingbrandstoprioritizetwokeyareastooperateatscale.Findingefficienciestogrowsustainably.Managingthecomplexityofmulti-facetedprograms.RETAILMEDIAINDUSTRYREPORTRETAILMEDIAINDUSTRYREPORTRETAILMEDIAINDUSTRYREPORT01010203FOCALPOINTSFORBRANDS04TODAY’SREALITYFORBRANDS

026 Findingefficienciestogrowsustainably.Withincreasingretailmediainvestments,brandsmustfigureoutwaystoworksmarteracrossfunctionslikecreative,reporting,andmore;otherwise,they’lleitherneedtospendmoreonpersonnel,sacrificequalityinsomeareaoftheirprogram,orboth.

Managingthecomplexityofmulti-facetedprograms.Thankfully,manyRMNsrecognizethesechallengesandprovidesolutionsaspartoftheirofferingtobrands.KeepreadingforalookatthelatestoptionsRMNshaveforbrands,andwheregapsstillexist,whenitcomestofindingefficienciesandnavigatingcomplexities.RMNfragmentationimpactbothretailersandbrandsalike.Asabrand,runningaretailmediaprogramthatspansmultipleretailers,channels,Thankfully,manyRMNsrecognizethesechallengesandprovidesolutionsaspartoftheirofferingtobrands.KeepreadingforalookatthelatestoptionsRMNshaveforbrands,andwheregapsstillexist,whenitcomestofindingefficienciesandnavigatingcomplexities.RETAILMEDIAINDUSTRYREPORT0102010203FOCALPOINTSFORBRANDSFINDINGEFFICIENCIESFORGROWTH04BRANDSCANTAKEADVANTAGEOFSELF-SERVICETOOLSACROSSMANYKEYMANAGEMENTAREAS

Creativeproductionordevelopment

Doesyourmonetizationprogramprovideanyofthebelowef-ereoosforbrndderer?66%63%

72%74%Amajority(69%)ofbrandsreportedaccessinganRMNthemselvesusingself-servicetools,withanadditional29%sharingthattheiragenciesuseself-servicetoolsontheirbehalf.Self-serviceoptionshave

Searchcampaigns

58%

63%becometablestakesasbrandsseeknotjustefficiencies,butalsomorecontrolovertheirmedia’sperformance.Themost-providedself-servicetoolsofferedin2024supportcreativeproductionanddevelopment,whichenablebrandingconsistencyacrossretailmediaadvertisingandotherchannels.Theycanalsoreducetime-to-marketbyremovingbackandforthonproofing,revisions,andapprovals.Thisisvaluable,considering34%ofbrandscitedtheirbiggestcreativechallengewithRMNsas“takingalongtimefromwhenIsecureaplacementtowhenIcangetcreativeintomarket.”

Mediamanagementcustom-builtaudiencesReportingdashboardsMediamanagementwithevergreenaudiences

20%

39%42%

54%

60%63%63%64%65%10% 20% 30% 40% 50% 60% 70% 2024 2023 2022RETAILMEDIAINDUSTRYREPORT010203FOCALPOINTSFORBRANDS010203FOCALPOINTSFORBRANDSFINDINGEFFICIENCIESFORGROWTH04ANOTEONSELFSERVICEANDJOINTBUSINESSPLANSSelf-serviceisagreattoolforefficientbuying,butitcancomewithdrawbacks.Toencouragemanagedserviceversusselfservice,manyRMNswillonlygivepartialcredittowardajointbusinessplan(JBP)foraself-serviceinvestment.Forexample,spending$1000throughselfservicemayonlycountasa$750inspendtowardaJBPcommitment.Thiscanhandcuffbrandsintoinvestingthroughmanagedservice,evenifit’snotthebestfitfortheirneeds.AnagencypartnercanhelpalleviatethispainpointforbrandsbynegotiatingwithRMNstocounteachdollarequallytowardtheJBP,whetherit’sinvestedthroughselfserviceormanagedservice.RETAILMEDIAINDUSTRYREPORTRETAILMEDIAINDUSTRYREPORTRETAILMEDIAINDUSTRYREPORT0102010203FOCALPOINTSFORBRANDSFINDINGEFFICIENCIESFORGROWTH04CREATIVEISANEASYAREAFORBRANDSTOFINDEFFICIENCYWhenitcomestocreative,self-serviceisn’ttheonlywaybrandscansavetime.MostRMNsoffermoderatelyorhighlytemplatizedcreativespecificationsthatallowbrandstoplug-and-playtheirassetstogenerateads.Whilethisappealstomostbrands,anybrandthatwantsfullycustomizablecreativeshouldexplorewhetherthatoptionexistsbeforeinvestingwithaparticularRMN.OutsideoftheRMNitself,brandscanlooktoAItoolsthathelpwiththeircontentsupplychainandmediacreativeacrossDSP,search,connectedTV,out-of-home,andotherformats.Thiscanprovideefficienciesforretailmediaaswellasotherchannels.

Whatcreativeflexibility,ifany,doyouprimarilyoffertoadvertisers?28%55%62%60%Moderatelytemplatizedtosupportretailerbranding,buttheadvertisercansupplytheircustomizedadwithinthedesignated28%55%62%60%Highlytemplatizedwithadsbuiltviadynamiccreativeoptimization(DCO)feedswithadvertisersuppliedSKUsHighlytemplatizedoducogooffercoyoyprovidedbytheadvertiserFreelyallowadvertisertosupplycustomadunitstogeneralsizespecifications10% 20% 30% 40% 50% 60% 70%0102010203FOCALPOINTSFORBRANDSFINDINGEFFICIENCIESFORGROWTH04AUTOMATIONANDDATAARETOPASKSFORBRANDSSEEKINGMOREVALUEFROMRMNsSeveraloftheareasbrandscitedasopportunitiesforRMNstoaddmorevalueshowadesireforefficiency.Easierbuyingthroughautomationtoolstiedforthetopspot(51%),whilemoretimelyaccesstoreportingandoptimizationswasapriorityfor31%ofbrands.Datawithoutmediacanalsocreateefficienciesforlargerbrandswhohavetheinternalcapabilitiestomanagemediacampaignsthemselves.Retailersneedtomakeallaspectsofmediabuyingaseasyaspossible,withlimitedfrictionandholdups.AsbrandsconsideranRMN,it’simportanttheyaskupfrontwhichself-serviceofferingsexist,withanunderstandingofwhichcapabilitiesarejustnice-to-havesversusdealbreakers.

OfferdataproductwithouthavingtobuythemediaMakeiteasiertobuythroughautomationtoolsGreaterpartnershipopportunitiesProvidemoretimelyaccesstoreportingandoptimizationsProvidegreaterpersonalizationtoolslikedynamiccreativeordynamicpricingOfferinsightsproductswithouthavingtobuytheLowerCPMs

Wherecanretailmedianetworksaddmorevalueoebrnddererreonp?

51%42%51%51%42%51%3744%31%31%29%14%26%22%23%47%1733%%%10% 20% 30% 40% 50% 60%2024 20230102010203FOCALPOINTSFORBRANDSFINDINGEFFICIENCIESFORGROWTH04AGENCIESBRINGEFFICIENCYBYCONNECTINGSTRATEGIES

Whatisthenatureoftheexternalagencyusedforretailmediaactivity?9%SearchagencyANDLEVERAGINGINDUSTRYEXPERTISEEighty-ninepercentofbrandsreportedusinganexternalagencyforretailmediaactivity,with63%usinganagencywithawiderangeofspecialties.Amulti-facetedagencycanconnectinitiativesacrossretailmediaandotherpartsofabrand’sbusiness,likeloyalty,search,andmore,tohelpcreateconsistentmessagingandcohesivestrategies.Consumersincreasinglyexpectseamlessinteractionsacrosstouchpointswithabrand,andhavingmultiplepracticesmanagedu