2023年零售媒体报告.pptx

Operational Strategies to Meet the Growth Potential Retail Media 2023 PAGE 20 AREAS OF OPPORTUNITY PAGE 27 RECOMMENDATIONS PAGE 33 APPENDIX • METHODOLOGY • SURVEY RESPONDENT PROFILE • ABOUT IAB • ABOUT THE IAB MEASUREMENT, ADDRESSABILITY & DATA CENTER • ABOUT OUR SPONSORS • ABOUT BWG STRATEGY PAGE 3 FOREWORD PAGE 4 EXECUTIVE SUMMARY PAGE 6 MARKET OUTLOOK PAGE 12 CURRENT SOLUTIONS 2 TABLE OF CONTENTS Foreword Retail media is generating significant optimism due to its advertising capabilities and new revenue streams. The channel is providing marketers with new and unique opportunities within the broader media ecosystem which is being forced to reimagine how it operates due to substantial signal loss and ongoing privacy legislation. By enabling advanced personalization and closed loop measurement, Retail Media Networks (RMNs) have quickly emerged as an integral part of the omnichannel playbook. As a result, Retail Media was one of the fasted growing U.S. advertising channels in 2022 (growing 22% year-over-year to $38 billion) and is projected to more than double across the next 5 years to $107 billion* as incremental and reallocated funds are funneled into its ecosystem. However, to meet these growth projections, there are challenges that need to be addressed. Ad buyers are frustrated with the siloed nature of RMNs and are asking for greater collaboration to minimize complexity and simplify activation. They have concerns regarding the RMNs’ ability to prove the value of their ad investment driven by a lack of standards and comprehensive measurement approaches. Both brands and retailers are also hampered by communication gaps and a lack of expertise regarding each other’s businesses, leading to misaligned goals. To help the industry solve these issues and meet the channel’s full potential, IAB partnered with BWG Strategy to survey 200 RMN ad buyers at brands and agencies and conduct ove