2023年美国零售媒体市场报告.docx

CONTENTSIntroduction!MarketScaleandOpportunity5TheUSRetailMediaMarket-UnderstandingtheAdBUVerZSPerspective:CoresightResearchAnalysis5UPCOmingMarketingBudgetsReflectOptimism;DigitalUnderlinesSignificantOpportunity6MarketingBudgetMixContinuesTo8einFlux7BrandAdvertisersAreUsingMultipleRMNs7GapsExtintheFastGrowingRetailMediaMar¼ct8SolvingforChallengesCanPositivelyInfluenceAdvertisers*SpendonRMNs9RetailersShouldFocusonProvidingaHolisticRetailMediaOffering11Self-ServePlatformsIncreasethe1.ikelihoodofEarningIncrenwntalDollars11WhatWeThink11ImplicationsforBrandsandRetailers12RetailersPoisedToGainAdvantage12RetaiIcrsThatRisk1.osingAdvantagc12TypesofSolutionsforRetailMediaandPersonalizedOffers12ImplicationsforTechnologyVendors1213MethodologyOKsr*hWCmWGCtOMIc4jr>dr,CoMfft"«"6必<r,Mcc<nSPEw0加SrwrfrwwAAVrijfthreMiwdUpcomingMarketingBudgetsReflectOptimism;DigitalUnderlinesSignificantOpportunityTheevolutionoftheretailmediamarketha$ledbrandadvertiserstoexperimentwithnewerformatsandincludeawderarrayofpromotionalformatsinthetrmarketingmix.Oursurveydatarevealthatoverhalfoftotalrespondentsplantospendmoreintheirnextmarketingbudgetthantheyalreadydoacrosspromotionalformats. 1.oyaltyprogramPrOmOtionSandpersonalizedproximityProfnotionSaresettoseethemostwidespreadincreasesinvestmentamongbrandadvertisers,withS7%ofoursurveyrespondentsreportingthattheywillincreasetheirinvestmentleveleachofthesetlsintheirnextmarketingbudget.Thesefindingsalignwiththemarkettrendofcontinuedimprovementsinloyaltyprogramsandhighlightadvertisersincreasingappetitetoprovidepersonalizedoffers.Withthehelpofloyaltyprograms,brandadvertiserscanharnessthePoWerofretailers*first-partydataandofferengagingandrelevantac½toshoppersinahighlypersonalizedway.Inaddition,anincreasedfocusonpersonalizedproximitypromotions-offeringpersonalizedandtargetedadsbasedonhowcloseaconsumcristoaspecifick>caton-reinforcestheimportanceofpersonalizationforbrandadvertisers.Toenhancepersonalizationandlocationrelevance,retailersshouldconsiderpartneringwithlocationanatsCompanicsthatsupportlocalizedtargeting,whichcanimprovereturnonadvertisingspend(ROASforbrandadvertisers.Morebrandadvertisersplantocutbackonspendingonin-storeformats(promotionsanddigitaldisplays)thanina11vothercategory,underliningtheincreasingimportanceofthedigitalchannel.Evenmajorretailersthathaveahugestorefootprintaretrningtodigital:DollarGeneraKsretailmediaarmpartneredwithMetainMarch2023toenableadvertiserstoleveragetheretailersfirst-partydatatoreach90millionuniquecustomerprofilesthroughanarrayofplacementsonsocialmediaPlatformSFdSbOokandInStagramFigure3,SelectedPromotionalTools:PlannedChangeinInvestment1.evelsintheNextMarketingBudget(%ofRespondents)1.oyaltyProgramPromotionsPefsOn.hdProximityPromotions盘DiqtalOrPhysicalCouponsBI711TCCXCvImSocWIn-StortlStorDigitalDisplaysPromotionsPromo<k>nsHigherth>nCurrentAIIocMion57%57%56%55%51%50%1.owerthanCurrentAllocation8%8%9%8%15%12%Unchanged35%32%35%37%33%37%Me.'X,rknowco"tta"fXChQfU4(k<fcng11techartisbotcdoerthanOJefeZaoro>PffCSs,AffwttofoE8a.2OOGtGfMCGCrandmonuorturezSreUS,*>August2023Source:CorwtffweorcMarketiMBudgetMixG>ntinuesToBeinFluxTbcrcisalotofmovementwithinadvertisingbudgetsassomecategories,includingretailmedia,arcprovingtobemoreeffectiveintermsoftargetingandreturnsthanothers.Whiletradebudgetshavetraditionallybcnverysizeable,brandadvertisersappeartobemoremindfulofhowtheyexpecttospendtheirtradeandbrandadvertisingbudgets.Oursurveyfoundthatbrandmarketersarcshiftingsomeoftheirtradeandbrandmarketingbudgetstodigitaladvertisingthroughretailmedia： 94%ofrespondentsreportedthattheywouldfundretailmediaadvertisingwithtrademarketingdollarsintheirupmi11gmarketingbudget. ThemostpopularmethodofdoingsoIStoreducecaserates(discountsatwhichamanufacturerselkproductCrateS/casetoretalers),c<tedby68%ofrespondentsthatplantoreallocatefunds,followedbyreducingfedtradebudgets(59%)andreducingin-storemerchandisingexpenses(57%).Itwillbeimportantforretailerstoaddresstheseshiftsastheyshouldexpecttoseelessfavorablediscountsfrombrandmanufacturers.Figure4.WhetherBrandAdvertisersPlanToFundRetailMediaAdvertisingwithTradeMarketing(1.eft)andMethodsTheyWillUseToReallocateTheseFundsintheNextMarketingBudget(Right)(%ofRespondents)Don,tknow.,Can,tsay.Brandadvertisersaremovingtheirmarketingbudgetsacrosscategories-withthevastmajorityfundingretailmediawithtrademarketingm¾59%57%53%ReducecaseGlmReducefixedtradebudgetReduceins!orcmerchandisingexpensesReducethenumberoffreeUml8的，e:100CWFMCG6rndZWWctwe"tfft6eUS&ft).3owichPhMOfVndretmrcfio。*，1松wnhtrade(rtgh),surveyrdMmutr2023Source.Core%hrReerSWeareseeingretailersexpandtheirretailmediaofferingtoattractbrandadvertisers.Forexample,Walmartannouncedtheexpansionofitsin-storeadvertisingcapabilitiesinAugust2023toindudemorea