Retail Media Placements: High Engagement, Low Viewability
Key Findings:
High Engagement: Ads on retail media networks (RMNs) have 183% higher engagement than the average across all impressions.
Low Viewability: Only 36% of ads on retailer's own ecommerce sites (O&O) are viewed, compared to 73% for audience extension inventory.
Brand Safety: RMNs perform well in brand suitability and ad fraud, with 10% fewer brand suitability violations and 31% less ad fraud.
Growing Importance: RMNs are becoming increasingly valuable as the digital advertising world prepares for the deprecation of third-party cookies.
Offsite Growth: Offsite programmatic retail media is expected to drive significant growth in retail media spending, with a projected growth of 61.5% to reach $10.64 billion this year.
Implications:
Strategic Balance: Advertisers need to balance their strategies, focusing on both viewability and engagement.
Omnichannel Approach: A combination of O&O and audience extension inventory can provide a balanced approach to reach and engage shoppers.
Data-Driven Targeting: Offsite programmatic retail media offers effective targeting capabilities using product availability and customer behavior data.
Key Takeaways:
RMNs offer a unique value proposition with high engagement but lower viewability compared to other ad networks.
Advertisers should consider a balanced approach to RMN buys, combining O&O and audience extension inventory.
Offsite programmatic retail media is a rapidly growing segment with strong potential for effective targeting.
As the digital advertising landscape evolves, RMNs are poised to play an increasingly important role in reaching and engaging consumers.
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