Retailory’s Post

Retail media will be the fastest-growing ad channel in in 2024, rising 28.6% to reach $59.98 billion in ad spend in the US, according to eMarketer. While on-site sponsored products & display remain retail media's bread & butter (earning huge amounts of dough, cabbage, bread, cheddar and generally bringing home the bacon), off-site is likely where much of the new growth will be, expanding outside owned assets and delivering more upper-funnel goals. According to the recent 'Retail Media Percpetions Survey by TripleLift and Insider Intelligence: 🛒 Over two-thirds (68%) of advertisers currently activating off-site campaigns agree that it’s a necessary part of their retail media strategy 🛒 Over half (55%) plan to increase their off-site spending over the next 12 months.  🛒 38% of advertisers will shift funds from existing budgets to activate more off-site advertising in the next 12 months 🛒 Although 58% say off-site is better for upper-funnel goals, the primary KPIs that advertisers optimize to are all focused on performance - this approach likely needs to change #retailmedia #retail #media #shoppermarketing #trademarketing #advertising #programmatic #PPC #offsite #adtech #martech

Retail media advertising is revolutionizing the way brands connect with consumers. By leveraging RMNs, brands can engage shoppers at the moment of purchase intent, driving stronger ROI and brand awareness. Learn why retail media is one of the fastest growing digital advertising channels and how you can leverage these networks for your campaigns ⬇️ https://lnkd.in/eDf7DcCt #retailmediaadvertising #digitaladvertising #retailmedia #RMNs

As JBP season heats up, supplier brands should consider ad load when determining the annual RMN spend with their retailers. Specifically, advertisers should know the average amount of ads that show up in the search results of their category and brand terms on the retailer. Search advertising in the retailer .com and app still represent the majority of RMN spending. Ad load is a term I borrowed from my video buying colleagues. For them, a spot can diminish in value and effectiveness if its one of a growing queue of ads being delivered to a consumer each break. Of course, that has to be balanced with cost too, more supply could make it more affordable. This is on top of the currency of ratings, which is its own can of worms. The same principles apply to sponsored ads (aka retail search) on the retailer. For advertisers, if there are more ads in the search results than last year, did my CPC's come down as a result? What about my CTR? For the retailer, are they delivering the most total revenue they can between product and ad sales? Will the retailer venture off into Cory Doctorow's dreaded ensh**tification if they increase the ads? Is there a ceiling to ads? How relevant do the ads need to be? This drama plays out in this semi-annual report from Pentaleap and Colosseum Strategy. It has beautiful charts on the mix and volume of ads being delivered. I was grateful to add some commentary to it. I regularly nerd out with Profitero data to curate this for my specific client categories and retailers, so it was right up my alley. Take a look and if you haven't already, get a sense of your retailer's ad load in your categories if you can. My favorite chart is below but the full report is here: https://lnkd.in/gtc-M5kT

Transform On-Site Display Challenges Into Commerce Media Triumphs https://lnkd.in/dzQnSsG7

This highlights the importance of Retail Media Networks (RMNs) in today’s marketing landscape. RMNs offer a cost-effective way to compete and optimize marketing strategies by leveraging the reach and data of retail giants. With growing consumer privacy concerns and the deprecation of cookies, RMNs stand out as a highly measurable and effective advertising solution. #RetailMediaNetworks #MarketingStrategies #Advertising #DataOptimization

Unlocking Retail Media Network (RMN) Potential with Keen... Retail media is the fastest-growing ad channel in the US, growing by 26.0% this year and capturing 14.1% of total US media spend. By 2028, nearly 1 in 5 ad dollars in the US will be devoted to retail media. Yet, this channel has the potential to drive greater impact. Here are the biggest challenges facing RMNs today, and how Keen can be the solution: 1. Lack of Standardization: Inconsistent ad types and measurement make it difficult to compare RMNs. Keen Solution: Our platform incorporates RMN spending across retailers, enabling advertisers to gain clear, comparable insights, ensuring they get the optimal spend by retailer, including halo effects and interactions with other marketing investment channels. 2. Competing with Amazon: Amazon dominates the RMN landscape, holding 77.0% of the US retail media ad spend. Keen Solution: Keen’s advanced analytics empower advertisers to identify and leverage opportunities across all retailers, including with non-Amazon RMNs. This maximizes the value of their ad dollars in an increasingly competitive market. 3. Off-site Integration: Integrating off-site retail media is complex and challenging. Keen Solution: We put all marketing tactics in the same optimization model, accounting for the impact and interaction effects of on-site vs. off-site efforts. 4. Siloed Budgets: Separate teams manage different marketing efforts, hindering a holistic approach. Keen Solution: While organizational structure changes would help, Keen facilitates a holistic view of marketing budgets. This helps in breaking down silos and ensuring cohesive strategies across the full marketing funnel, preventing redundant spend and uncovering missed opportunities. Why RMN Optimization is Becoming a Core Use Case... Retailers and brands need to navigate these challenges to fully unlock the potential of retail media and get to the right mix of spending between RMN’s and other marketing channels. At Keen, we’ve made RMN optimization a core focus to address these exact issues. By leveraging our platform, advertisers can land on the right retail media strategy, making informed decisions that drive better outcomes. Of course, this information can also help sales teams with information necessary to better negotiate with retailers. Connect with us to discover how Keen can optimize your RMN spend and elevate your marketing strategy to new heights. #RetailMedia #MarketingOptimization #KeenInsights #AdTech #DigitalMarketing #MediaSpend #RetailGrowth Feel free to connect for more insights and let’s make the most out of every marketing dollar spent!

In 2025, billions will be poured into programmatic ads, reshaping budgets, digital strategies, and even the way we shop for groceries. Here’s what’s happening 👇 Want to hear more about any of these trends? Let us know in the comments. #DigitalMarketing #ProgrammaticAdvertising #AdTech #Ecommerce #CreatorEconomy #CTV #FutureOfAdvertising

🛍 Retail media networks (RMNs) are revolutionizing how brands reach consumers by placing ads directly on retail websites where people are already shopping. This approach allows for highly targeted advertising, improving the likelihood of conversions and boosting brand visibility. It’s a goldmine for retailers, offering new revenue streams by monetizing site traffic. Global brands are increasingly adopting RMNs to enhance their marketing strategies. They provide detailed analytics, multiple ad formats, and high ROI. However, challenges include navigating complex systems, high competition, and limited data access. In essence, RMNs are set to reshape the future of adtech, making retail advertising more dynamic and effective. https://lnkd.in/dquzUbiF

Retail media has emerged as one of the most significant and rapidly growing advertising verticals in the US. According to eMarketer, between 2016 and 2021, advertising spending in retail media grew from $1 billion to $30 billion. This growth rate is faster than that of video (9 years), social networks (11 years), and search (at least 15 years). As a result, media agencies and retail media networks are investing heavily in this area, recognizing its immense potential. To better understand how to succeed in this growing industry, we have explored the fundamentals of Retail Media Networks. https://lnkd.in/dhdz3crf