DoubleVerify：零售媒体的崛起2024 THE RISE OF RETAIL MEDIA WHAT TO EXPECT IN 2024.docx

THERISEOFRETAILMEDIA:

WHATTOEXPECTIN2024

Sector-specificinsightsfrommarketersononeofdigitaladvertising’sfastest-growingchannels

TheViewfromDV

Retailmediaisoneofthefastestgrowingchannelsinadvertising.

Withe-commerceontheriseandthechannel’sprivacy-friendlyreachpotential,brandsareinvestingheavilyinthisspace.

Byworkingcloselywithadedicatedgroupofearlyretailmediaadopters

wehaveseenthechallengesandopportunitiesfirsthandbyhelpingmaximizeperformancefortheseintrepidbrandsandnetworks.Digitalmediaprotectionisofvitalimportanceasbrands,agenciesandretailmedianetworksestablishafoundationoftrustthathelpsbuyersandsellerstransact.Thefollowing

insightsprovideclarityonthedevelopingtrendstohelpkeyplayersunderstandwhatthefutureholds.

TH

THERISEOFRETAILMEDIA

1

Methodology

Tobuildthisreport,DVpartneredwithSapioResearchtosurveyabroadrangeofadvertisersandmarketersonretailmedianetworks(RMNs)acrossfourkeymarkets.RespondentswereaskedanumberofquestionsabouttheirengagementwithRMNstohelpusunderstandshiftingtrendsandsentimenttowardthisadvertisingchannel.

DEMOGRAPHICS

DEMOGRAPHICS

TOTALRESPONDENTS:401

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THERISEOFRETAILMEDIA

UK:100US:101

UK:100

US:101

FRANCE:100

GERMANY:100

ofResidence

Agency:37%Brand:

Agency:37%

Brand:55%

Consultant:8%

RoleType11%ofrespondentsheldC-suitelevelpositions17%ofrespondentsheldOwnerpositions

RoleType

21%ofrespondentsheldDirectorlevelpositions50%ofrespondentsheldManagerpositions

2

3

ExecutiveSummary

TheCOVID-19pandemicsignificantlyimpactedretailmediagrowth.Thisincreaseinengagementbroughtadditionalopportunitiesforretailersandadvertiserstoreachhigh-intentconsumersspendingmoretimeonline.AccordingtoVerifiedMarketResearch,theretailmediamarketisnowthethird-largestdigitaladvertisingchannel

intheU.S.andise