Andreas Reiffen’s Post

By 2025, Amazon and Walmart are projected to dominate over 84% of retail media ad spending. This highlights a significant challenge for smaller and midsize retailers, who often lack the digital footprint to compete effectively. While the overall ad spending has grown nearly fivefold since 2019, the share for smaller players has increased by less than 1%. Many are now exploring off-site digital channels to tap into budgets typically reserved for larger retailers. However, this requires substantial investment in technology and expertise. In our spring Acosta Group CPG Confidential survey, 79% of CPG retail media dollars were allocated to ‘Big Box’ retailers, specifically Walmart and Target. This raises important questions about how smaller retailers can innovate and find their niche in such a crowded market. What strategies do you think smaller retailers can adopt to thrive in this evolving landscape?

The Retail Media Wars An excellent post below from Cody Tusberg highlighting the battle royale between retail media networks. I am honestly surprised by just how many there are in North America, fighting it out over such a small share left over by Amazon and Walmart. I wonder what the corresponding chart would look like in Europe, where I feel Amazon will have a smaller, but still dominant share vs Tesco, Carrefour, Esselunga etc. In the late 90s and early 00s one of the critical factors in Tesco’s meteoric growth was how easy it was for manufacturers to invest in them and then clearly see incremental sales in return. This formula has also worked for Amazon as well. The complexity of retail media now, the difficulty of calculating returns, the saturation of channels and networks and the question around long term incrementality means that retail media is unlikely to have the same transformative effect on share again that it has done in the past for Tesco or Amazon. #digitalcommerce #ecommerce #retailmedia #cpg #cpgindustry #fmcg #fmcgindistry #digitalretailmedia #onnichannel #growth

📈 **Retail Media on the Rise: Costco Joins the Movement!** 📈 A few weeks ago, we discussed what retail media is and how retailers are diversifying their businesses by leveraging their data for marketing benefits and revenue growth. According to eMarketer, Retail Media will constitute a fifth of global ad spend in 2024, reaching an investment of $140 billion. With over 20% growth, Retail Media has become the fastest-growing advertising investment format. Following the footsteps of rivals Target and Walmart, Costco is launching its own Retail Media network, led by Mark Williamson, the new Executive Vice President of Retail Media at the company. Leveraging data from its membership program, Costco and advertisers will be able to better target shoppers with relevant ads based on their purchasing behavior. Costco’s membership-based model presents a wealth of first-party data, making it an attractive option for advertisers. To read more, check out the article: https://lnkd.in/edK5wkr8 #RetailMedia #Costco #Advertising #Marketing #DataDriven #Ecommerce #DigitalMarketing #AdTech #RetailInnovation #FirstPartyData #MarketGrowth #BusinessStrategy #ConsumerEngagement

Want to dive deep into Retail Media Insights with our Q2 ‘24 Digital Marketing Index Report? You’re only a click away. Who were the top Retail Media Retailers, by impressions, in the US in Q2? Walmart ran away from the competition with 11.7B US impressions, more than twice the amount of Target at number 2. However, The Home Depot made a push into the 3rd spot this quarter. And check out more insights on Home and Garden Shopping, top brands in the Retail Media space, co-branded partnerships and much more:  Get your copy here: https://bit.ly/4fCBf7W #DigitalAdvertising Insights #AppInsights #CompetitiveInsights #RetailMediaNetworks #RetailMediaInsights

Walmart builds wide lead among US retail media networks, report finds: 1. Walmart Dominates Impressions Walmart's retail media network is leading the pack. In Q1, Walmart generated 11 billion impressions. Target, the closest competitor, had fewer than 7 billion. Chewy, The Home Depot, and Kroger also made the top five. 2. Specialized Retailers on the Rise Niche players like Chewy and Sephora are growing. They each generated over 1 billion impressions in Q1. This shows the expanding scale of specialized retailers. 3. Onsite Media Success Walmart excels in onsite media impressions. They have monetized their owned properties better than others. Retail media networks are now pushing into offsite media. This move aims to tap into additional revenue streams. 4. The Future of Retail Media Retail media networks are evolving. They are exploring new ways to generate revenue. Walmart's success sets a benchmark for others. Specialized retailers are also making significant strides. The landscape is becoming more competitive and diverse. 5. Key Takeaways Walmart leads in retail media impressions. Specialized retailers are growing their presence. Onsite media is a strong revenue stream. Offsite media is the next frontier. Retail media networks are continuously evolving. #walmart #retailmedia #paidmedia

What does it take to build a successful in-store retail media network? To help retailers navigate this major new media channel, we’ve partnered with Andrew Lipsman from Media, Ads + Commerce to create the In-Store Retail Media Playbook. Inside, you'll find strategies for managing and monetizing networks, creating a customer-first experience, and driving growth. Whether you’re exploring in-store retail media for the first time or fine-tuning your current approach, this playbook offers practical steps to help retailers seize this opportunity. 👉 Download your copy here: https://hubs.ly/Q02SRTct0 #RetailMedia #InstoreRetailMedia

The Rise and Rise of Retail Media with Kristi Argyilan and Brian Gleason Listen to hear the deep dive into what's now and what's next. https://lnkd.in/exXudaHj Recap In a lively exchange, Christine Russo, host of What Just Happened, Kristi Argyilan SVP Retail Media Albertsons, and Brian Gleason CRO Criteo discuss the evolution and potential of retail media networks. Kristi, with a background in media strategy and experience at Target and Albertsons, highlights the transformative impact of recognizing the value of retailer-owned assets, particularly first-party data. She emphasizes the shift towards proving outcomes rather than just impressions. Brian, drawing from his diverse career spanning publishing, technology, and agencies, underscores key moments that illuminated the growing significance of retail media, such as the revelation of Amazon's ad revenue and Walmart's projected profits from retail media surpassing those from physical goods. The discussion delves into the challenges and opportunities of integrating digital experiences seamlessly into physical stores, emphasizing the importance of enhancing customer experience while balancing monetization efforts. Both Kristi and Brian stress the necessity of maintaining trust and alignment with customer expectations in navigating the expansion of retail media networks. They also touch upon the role of platforms like Criteo in facilitating this evolution, offering scalable solutions for both established retailers and emerging networks, thus contributing to the ongoing rise of retail media.

🗞 The Q2 Global Retail Media Benchmark Report is now live, less than 2 weeks after the close of the quarter. Talk about fast! 🔎 How do your brands compare to the industry averages? 📝 What insights did you find most interesting? 🛒 How do the major retailers compare to one another? 🌍 What region do you care about most? ⏰ It's not too late to apply some of these learnings to your Prime Day strategies! 👨🎓 Happy reading! https://lnkd.in/eJGsBkGx

With the explosive growth in retail media networks over the last few years, get the insights on why not all networks are the same at Association of National Advertisers' Retail Media Networks: Making Sense of a Complex & Crowded Marketplace webinar on February 22 at 11AM ET. Our commerce media experts, Andy Howard and Katy Jordan, will be there to discuss the factors around this growth, key differentiators, and a tool to help evaluate each network. #ANA #retailmedianetworks #webinar