2023年美国零售媒体市场报告.docx

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1、CONTENTSIntroduction!MarketScaleandOpportunity5TheUSRetailMediaMarket-UnderstandingtheAdBUVerZSPerspective:CoresightResearchAnalysis5UPCOmingMarketingBudgetsReflectOptimism;DigitalUnderlinesSignificantOpportunity6MarketingBudgetMixContinuesTo8einFlux7BrandAdvertisersAreUsingMultipleRMNs7GapsExtinthe

2、FastGrowingRetailMediaMarct8SolvingforChallengesCanPositivelyInfluenceAdvertisers*SpendonRMNs9RetailersShouldFocusonProvidingaHolisticRetailMediaOffering11Self-ServePlatformsIncreasethe1.ikelihoodofEarningIncrenwntalDollars11WhatWeThink11ImplicationsforBrandsandRetailers12RetailersPoisedToGainAdvant

3、age12RetaiIcrsThatRisk1.osingAdvantagc12TypesofSolutionsforRetailMediaandPersonalizedOffers12ImplicationsforTechnologyVendors1213MethodologyOKsr*hWCmWGCtOMIc4jrdr,CoMfft6必r,Mcccaton-reinforcestheimportanceofpersonalizationforbrandadvertisers.Toenhancepersonalizationandlocationrelevance,retailersshou

4、ldconsiderpartneringwithlocationanatsCompanicsthatsupportlocalizedtargeting,whichcanimprovereturnonadvertisingspend(ROASforbrandadvertisers.Morebrandadvertisersplantocutbackonspendingonin-storeformats(promotionsanddigitaldisplays)thanina11vothercategory,underliningtheincreasingimportanceofthedigital

5、channel.Evenmajorretailersthathaveahugestorefootprintaretrningtodigital:DollarGeneraKsretailmediaarmpartneredwithMetainMarch2023toenableadvertiserstoleveragetheretailersfirst-partydatatoreach90millionuniquecustomerprofilesthroughanarrayofplacementsonsocialmediaPlatformSFdSbOokandInStagramFigure3,Sel

6、ectedPromotionalTools:PlannedChangeinInvestment1.evelsintheNextMarketingBudget(%ofRespondents)1.oyaltyProgramPromotionsPefsOn.hdProximityPromotions盘DiqtalOrPhysicalCouponsBI711TCCXCvImSocWIn-StortlStorDigitalDisplaysPromotionsPromonsHigherthnCurrentAIIocMion57%57%56%55%51%50%1.owerthanCurrentAllocat

7、ion8%8%9%8%15%12%Unchanged35%32%35%37%33%37%Me.X,rknowcottafXChQfU4(kPffCSs,AffwttofoE8a.2OOGtGfMCGCrandmonuorturezSreUS,*August2023Source:CorwtffweorcMarketiMBudgetMixGntinuesToBeinFluxTbcrcisalotofmovementwithinadvertisingbudgetsassomecategories,includingretailmedia,arcprovingtobemoreeffectiveinte

8、rmsoftargetingandreturnsthanothers.Whiletradebudgetshavetraditionallybcnverysizeable,brandadvertisersappeartobemoremindfulofhowtheyexpecttospendtheirtradeandbrandadvertisingbudgets.Oursurveyfoundthatbrandmarketersarcshiftingsomeoftheirtradeandbrandmarketingbudgetstodigitaladvertisingthroughretailmed

9、ia： 94%ofrespondentsreportedthattheywouldfundretailmediaadvertisingwithtrademarketingdollarsintheirupmi11gmarketingbudget. ThemostpopularmethodofdoingsoIStoreducecaserates(discountsatwhichamanufacturerselkproductCrateS/casetoretalers),ctedby68%ofrespondentsthatplantoreallocatefunds,followedbyreducin

10、gfedtradebudgets(59%)andreducingin-storemerchandisingexpenses(57%).Itwillbeimportantforretailerstoaddresstheseshiftsastheyshouldexpecttoseelessfavorablediscountsfrombrandmanufacturers.Figure4.WhetherBrandAdvertisersPlanToFundRetailMediaAdvertisingwithTradeMarketing(1.eft)andMethodsTheyWillUseToReall

11、ocateTheseFundsintheNextMarketingBudget(Right)(%ofRespondents)Don,tknow.,Can,tsay.Brandadvertisersaremovingtheirmarketingbudgetsacrosscategories-withthevastmajorityfundingretailmediawithtrademarketingm59%57%53%ReducecaseGlmReducefixedtradebudgetReduceins!orcmerchandisingexpensesReducethenumberoffreeUml8的，e:100CWFMCG6rndZWWctwetfft6eUS&ft).3owichPhMOfVndretmrcfio。*，1松wnhtrade(rtgh),surveyrdMmutr2023Source.Core%hrReerSWeareseeingretailersexpandtheirretailmediaofferingtoattractbrandadvertisers.Forexample,Walmartannouncedtheexpansionofitsin-storeadvertisingcapabilitiesinAugust2023toindudemorea