《Criteo：解鎖零售媒體成功的有效廣告策略（2023）（英文版）（24頁）.pdf》由會員分享，可在線閱讀，更多相關《Criteo：解鎖零售媒體成功的有效廣告策略（2023）（英文版）（24頁）.pdf（24頁珍藏版）》請在三個皮匠報告上搜索。

1、How to Scale for Retail Media SuccessFive ways retailers and brands can capitalize on the momentum2Youre in the game.What now?Ride the waveAfter several years as the ingenue of digital marketing propelled by new buying habits,a step change in online shopping,and the obvious success of the largest in

2、dustry players retail media has matured at a pace few could have anticipated.It has followed search and then social to become,according to eMarketer,digital advertisings third wave,estimated to capture 1 in 5 ad dollars by 20241.For all the retailers and advertisers already sold on and committed to

3、the channel,the question is no longer how or why to get started in retail media.Its how to take it to the next level.How can retailers and brands best take advantage of the massive growth on the horizon and position themselves for success?Keep reading,because we have answers.1eMarketer Retail Media

4、Ad Spending Forecast 20222 Emarketer3 McKinsey“The$100 Billion Media Opportunity for RetailersH O WBIGIS BIG?$52BIn 20232$100BIn 202633This guide lays out key opportunities for retailers and brands that want to take full advantage of retail medias momentum.If youre relatively new to retail media,thi

5、s guide will help you decide where(and how much)to invest for growth,including options for scaling your organizational capacity.If you have a solid program in place already,this guide will show you whats needed to get an even bigger share of the retail media pie going forward.Ready?Lets get to it.Op

6、portunities for every industry playerWhats inside:405Scaling on the supply side08Five ways retailers can scale for success14The demand side:Scaling up for revenue and ROI22Five ways advertisers can scale for retail media successScaling on the supply side5How do retailers sell media?6From Best Buy to

7、 Shipt,all kinds of retailers and marketplaces now monetize their real estate,audiences,and first-party data with ads.A handful of networks dominate the landscape,but retailers of all sizes are finding success.The ways to scale for success can vary based on the model a retailer deploys.Walled garden

8、sThe retail media network empires like Amazon and Walmart earn billions from their vast media networks,employing hundreds of people to operate their networks in-house.They have the resources to build and staff their platforms from the ground up,the gravitas to attract advertisers directly in volume,

9、and little need for revenue sharing.Some smaller retailers also fall into this category,but its less common given the resource demands.Retail media mainstreamFor the rest of the ecosystem,selling and managing retail media isnt a core competency nor do most retailers want it to be.So they typically r

10、ely on a mix of in-house resources,third-party vendors,and tech partners to provide infrastructure and expertise.Multiple pathways7Stand-alone networks operate their programs with in-house staff and technology.Stand-alone networks(light)operate their programs in-house but deploy a white-label off-th

11、e-shelf platform solution,thus creating a stand-alone network experience for advertisers without building tech from the ground up.Outsourcers lean on API partners or inventory aggregators for technology and demand.Hybrids use in-house teams for direct sales and support,outsource the engineering heav

12、y lifting,and also tap indirect demand sources.(Most retailers employ some version of this model.)Demand sourcesDirect salesDSPs andaggregatorsAgenciesRetailer roadblocksWhats holding back retailers?Operational costs and complexityThe tech talent crunchCompeting organizational prioritiesWhats the po

13、tential?RM revenue=2%-5%of total ecommerce sales,according to industry insidersBelow this benchmark?Youre not capturing your full opportunity.Five ways retailers can scale for success8Get your ops in orderInfrastructure and personnel are going to be bottlenecks to growth for all but the biggest reta

14、il media networks.To scale for success,you need to plan several moves ahead in terms of operational and administrative capacity.94 McKinseyDismantle silosTo scale,your team needs to work more like a media company with integrated workflows,open communication,common KPIs,alignment on strategy and a so

15、lutions roadmap.That means sales,ops,billing,and product need to work together.You also need a designated leader to ensure internal alignment and advocate up the chain of command.Make the caseScaling your retail media program will also require organizational buy-in,especially from customer experienc

16、e and product teams concerned about even more ads and ad sales cannibalizing coop funds.Your message?RM isnt just about boosting merchandise sales,its profit for the entire company.RM revenue is incremental,with operating margins in the 50 to 70 percent range4(think how many additional products youd

17、 have to sell to make what you can off advertising).RM ads are highly personalized and relevant,enhancing the shopping experience and driving sales by helping consumers easily find the products they want.1Diversify your demand sourcesNot every retailer has the pull to survive on direct sales alone,n

18、or is there much value in doing so(unless youre Amazon).10To scale ad revenue,you have to open up to as much demand as possible,tapping into both direct and indirect sales for the optimal mix of revenue and efficiency.Look to API partners and DSPs to enable indirect sales that drive incremental reve

19、nue.And dont leave ad revenue dollars from agencies on the table by closing off your network or only offering a managed service offering.,Agencies want the ease of buying retail media in a single login,with self-service access to inventory.2Tap brands outside your bubbleMany retailers expand success

20、fully by selling media to non-endemic brands.Think strategically by targeting advertisers adjacent to your incumbent merchants.The industry is just getting started,but expect more opportunities here in the near future.Tip from the expertsExpand your ad offeringsSponsored ads are the meat and potatoe

21、s of retail media,but advertisers are hungry for more.Expanding your ad portfolio can help them achieve upper-and mid-funnel goals and create new consumer experiences.11Branch out with:Onsite or offsite display ads for mid-to upper-funnel,applied to all products no matter their buying cycle length.I

22、n-store ads and email for upper-funnel awareness and an omnichannel experience.Rich formats like video to engage casual browsersSponsored search is the cornerstone of any sound retail media strategy,and its often where we advise our partners to start.But there more ways to connect with shoppers acro

23、ss their journey,which is why we also offer onsite display,and offsite display and paid social to complement.The most important thing to deliver on these offerings,however,is to make sure youre providing brands with the strategic insights across these products to help them maximize their campaign pe

24、rformance.3Dave YoungVice President,CPG PartnershipsTap into partner expertiseIf you work with outside agencies or partners,take full advantage of their capacity and expertise.They have valuable insights into the market and analytical resources to help you scale your program.12Lean on partners for:G

25、uidance on building your program,strategic planning,and tactics for growth.Data,analysis,and reporting to make the business case to decision-makers for your retail media roadmap.4Share the burdenScaling your retail media business isnt just about ads.The organizational,technological,operational,and a

26、dministrative burdens of your program will multiply alongside ad revenue.134 McKinseyAnticipate the bottlenecksCan your business support the success you want?If not,how will you create the capacity you need?Rev-share is not a dirty word.In fact,it can be the most efficient and lucrative path to grow

27、th.Consider working with third-party partners who already have the tech,expertise,and staff in place.Forget network,think net profitNot every retailer needs to aspire to establish a retail media network.You can be very profitable simply as a retailer that sells media.Ride the third wave of digital m

28、arketing with the help of established partners,and stay focused on what you do best:selling things,not ads.Whats doable at$1M may not be at$10M or$100M in ad revenue.Retailers that want to grow ad sales have to plan for the business impacts that go with it.In order to work optimally and scale effici

29、ently,media networks need dedicated sales support,a simple interface for campaigns and transparent,robust reporting.Its absolutely possible for retailers to manage this all on their own if they have the scale needed to support these organizational needs.But many retailers prefer to outsource these r

30、equirements to partners with expertise.5Michael GreeneVice President,Global Product SolutionsThe demand side:Scaling up for revenue and ROI14Dont just spend more,spend smarter15Retail media clearly is a win for advertisers.Its a way to target high-intent audiences in a brand-safe environment with st

31、rong performance.And it has become an essential channel for brands to secure their share of the digital shelf.Most important,70%of advertisers see better performance from retail media than other channels,according to McKinsey,and 80%say the retail media channel is as or more important than social an

32、d mobile.5So investing more makes sense.But just like retailers on the supply side of the retail media equation,brands have options for where to invest and how to buy media.Largely it depends on how much ownership they want and how many internal resources they can afford and sustain.76%of brands say

33、 the growth of their business depends on retail media advertising.65Criteo Retailer Media Network Study May/June 2022 6 Forrester Consumer Product Brands:Its Time To Take Control Of Your Retail Media Destiny N.A.How do advertisers buy retail media?16CPG and durables manufacturers say about half of t

34、heir retail media budgets go to retailer media networks,while the other half is split between inventory aggregators and third-party media sellers.The ways that brands can buy retail media are many,and as with retailers,scaling up can depend on which path they choose.Brands can leverage an agency,a m

35、arketing or SAAS platform,or a retail media technology and solution provider.Benefits of buying through a partnerBy leveraging an outside provider,brands gain instant bandwidth and expertise.They can often benefit from holistic reporting across retail networks and,if they work with an agency,address

36、 other marketing needs across their other channels.Campaign management flexibilityBrands that have invested heavily in a single platform or network may choose a managed services route,whereby campaign management,talent,and strategic guidance are all provided by the platform provider.Self-service opt

37、ions are also available,for those brands that want direct control.Advertiser roadblocksWhats holding back advertisers?Fragmented ecosystem,with too many different platformsThe tech talent crunchInconsistent measurement and attribution across networksWhats the potential?While different ad products of

38、fer different levels of return,sponsored ads(as the bulk of the current opportunity)are a performance marketing vehicle,and typically provide return on ad spend(ROAS)in excess of 600%.Plus,Criteo data shows that brands that spend more,gain more.Five ways advertisers can scale for retail media succes

39、s17Dont overspend on walled gardensEstablished and familiar,the top networks are terra firma for brands and often where they spend those first retail media budget dollars.187North America State of the Retail Media Industry Study:Commissioned by Criteo and Conducted by Forrester ConsultingBut too man

40、y soon find themselves over-indexed on the walled gardens,where ROAS is lowest because competition and costs are highest.Scaling your program thus requires some strategic reallocation.Shoppers typically visit 2-3 retail sites before making a purchase,so its best to broaden your portfolio to reach yo

41、ur shoppers where they are.Gain ground with mid-and long-tail inventoryThere are now plenty of options outside the retail media empires where you can get more exposure for less money.Especially if youre a challenger brand establishing awareness and recognition,you probably wont make much headway on

42、Amazon,but you could become a shining star with a less saturated network or retailer.175%of brands agree or strongly agree their org is over-indexing on ad spend within retail media walled gardens.7Ahead of Q4 and other peak buying seasons when CPCs are highest,open up to as much supply as possible,

43、especially on less competitive retail networks where you can get better cost value.Tip from the expertsOur recommended best practice is to ensure your budget is always on,and leave room to pulse up for seasonality,special promotions,and to take advantage of new innovations.It sounds straightforward,

44、but is absolutely the path to success.Do spend more overallBrands that spend more on retail media see higher performance from the channel.8Yet brands are still underspending relative to the opportunity.9To make more,you need to spend more.198Criteo Retail Media data 2022-01-01 to 2022-06-15 9Criteo

45、Retail Media data,2022-01-01 to 2022-06-30But too many soon find themselves over-indexed on the walled gardens,where ROAS is lowest because competition and costs are highest.Scaling your program thus requires some strategic reallocation.Shoppers typically visit 2-3 retail sites before making a purch

46、ase,so its best to broaden your portfolio to reach your shoppers where they are.Not convinced?Ask your partners.They work with other advertisers in your category(and probably your competition)and can provide realistic spending benchmarks.210-20%the percentage of sales revenue smaller brands should d

47、evote to retail mediaWhat our experts say:10%the percentage of sales revenue large brands should devote to retail media.5%what most advertisers currently spend on retail media(with the exception of large CPG brands)Michael BalabanovVice President,Agency DevelopmentThink full-funnelA savvy growth str

48、ategy for any brand is to expand retail media campaign types to encompass both branding and performance.20Especially during peak sales seasons,youll want to target the full shopper journey both onsite and on the open web.Drive brand awareness and consideration with ads running on the open web or via

49、 CTV.Engage with in-market shoppers directly on a retailers site.And trigger conversion at the point of sale with tactics like sponsored products.And for even stronger shopper connections,get creative.Engage with diverse formats like video,dynamic display,static display,and sponsored products,and di

50、stribute placements across the open web and throughout the retailers site and app,on the home page,category,search,product detail and checkout pages.3Tip from the expertsTo launch full-funnel,engaging retail media campaigns,you dont have to recreate the wheel.Repurpose the messaging and assets from

51、your national media plan to save time and resources.Just like with traditional media,different RM ad types come with different anticipated returns,so be ready to establish multiple KPIs and goals.We see the best results for our brands when we look at their retail media plans holistically and reach t

52、heir valuable audiences across the full journey:using different formats and ad products to achieve different goals.We align measurement accordingly so we can understand what is working at each step of the journey and how to optimize across all aspects of the program.Elizabeth HardenVice President,Co

53、mmerce SolutionsFeed the algorithmKeep the flame alive.Always-on campaigns outperform on-again,off-again campaigns and continually fuel the AI.That will pay off during sales peaks and in the form of better data for decision making.214Tip from the expertsAI learns every day!By turning on campaigns an

54、d activating SKUs well ahead of peak buying seasons,you will prime the machine-learning pumps and make the most of ingested shopper and advertising data.Be sure to turn on campaigns and activate SKUs well ahead of peak buying seasons.Then,ramp up budgets to reap the rewards on big sales days.Dont go

55、 it aloneToo many platforms and too many network logins can quickly overwhelm your resources and headcount,not to mention inhibit holistic measurement and budget optimization.The more fragmented your supply,the more complexity you face and people you require.22Working with demand aggregators and API

56、 partners is a smart way to streamline media,expand your access to supply,and stay nimble and efficient as you grow.Plus,third-party partners can give you vital insights into the market,such as:5Whats ahead on retailer roadmaps?What innovations and investments are they planning?What are your competi

57、tors and peers spending on retail media and where?What KPIs should you really care about now and as you expand your program?What can you get from a good retail media partner?One self-service platform to buy ads across major retailer partnersInventory control and transparency(no black boxes)Robust ad

58、 targeting options based upon retailer data(audience,placement,and keyword)Extensive ad formats and creative capabilities across native display,IAB standard display,and sponsored productsFlexible reporting and apples-to-apples attribution -self-service custom reports and lookback windowsCPM-and CPC-

59、based media pricing models23Retail media is a rising tide that can lift all boats.There are abundant opportunities and multiple pathways for even niche retailers and growing brands to expand their retail media footprints,reach,and revenue.Follow these proven tips from the industry experts,talk to ex

60、perienced partners,and you can scale for success in the way thats best for your business.Grow your own wayWere at the point of convergence where Commerce becomes Media and Media becomes Commerce.To empower brands,agencies and retailers to stay on the cutting edge of the Retail Media landscape and op

61、erate at the core of Commerce Media,Criteo has launched Commerce Max,unifying on-site and off-site advertising,enabling media buying across the best of retail media and the best of programmatic.Scale for Success with CriteoCriteo is ready to help with all your retail media needs.Reach out now to tal

62、k with us!RetailMediaSCriteo(NASDAQ:CRTO)is the global commerce media company that enables marketers and media owners to drive better commerce outcomes.Its industry leading Commerce Media Platform connects 22,000 marketers and thousands of media owners to deliver richer consumer experiences from product discovery to purchase.By powering trusted and impactful advertising,Criteo supports an open internet that encourages discovery,innovation,and choice.For more information,please visit http:/.