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1、THE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSDSI AND STRATABLY REPORTTHE ROLE OF PRODUCT DETAIL PAGES(PDPS)IN RETAIL MEDIA BUDGET DECISIONSHow Grocers can Use High Quality PDPs in Their Efforts to Attract Brand Dollars(and Other Key Budgeting Considerations)P A G E 2 O F 2 3THE ROLE OF PDPS IN R

2、ETAIL MEDIA BUDGET DECISIONSKey Learnings.04Research Methodology.05Setting the Stage.06Current State of Investments.09Retail medias impact on the P&L .06U.S.grocery outlook.08Increasing Retail Media Budgets .09Focus&Prioritize.11Key factors Driving Decisions.12PDP Improvement Opportunities.19Conclus

3、ions.21Appendix:Survey Background.22PDPs Contribution to ROAS.17ROAS The Most Common Metric.17PDPs impact on ROAS.18The Link Between PDPs and Retail Media.13Investment decisions .13Overcome Low Reach.15High Quality Audiences.16TABLE OF CONTENTSP A G E 3 O F 2 3THE ROLE OF PDPS IN RETAIL MEDIA BUDGET

4、 DECISIONSIntroductionRetail media networks(RMNs)continue to proliferate as consumers(and therefore media)spend more time in digital channels,and as retailers see its incredible impact on the P&L.On paper,this is good news for brands as more levers to access shoppers and drive sales is always welcom

5、ed.But in reality,resources and budgets to support retail media are limited as it is still an emerging marketing tool(especially in todays budget-constrained environment).To date,this has resulted in the majority of resources being spent on a small number of sizeable RMNs,most commonly Amazon Ads,Wa

6、lmart Connect,Target Roundel,Kroger Precision Marketing,and Instacart Ads.In contrast,smaller grocers and other retailers are launching retail media offerings but struggling to get the attention of,and ultimately dollars from,consumer brands.With this in mind,Stratably conducted research that gets u

7、nder the hood of brands retail media investment strategies with a particular view into how aspiring retail media networks in the grocery space can win greater investments from brands and how product detail page(PDP)content quality plays a role in retail media.This report shares the key data points a

8、nd overarching learnings from surveying 78 Food&Consumer Packaged Goods(CPG)brands and conducting 12 interviews with eCommerce and marketing leaders inside those brands.P A G E 4 O F 2 3THE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSKey LearningsFor Grocers With Retail Media NetworksRetail Medias

9、Contribution to Profitability1Within the U.S.grocery market,digital is forecasted to drive 54%of incremental growth between now and 2027.Alongside that,retail media offers grocers a compelling growth opportunity and,most notably,significant tailwinds to profitability.Dollars up for Grabs as Brands I

10、ncrease Spend2Brands are investing 7.2%of sales,on average,on retail media,and that figure is steadily climbing.This means theres an opportunity for grocers to unlock more budget,but brands remain focused on a small number of RMNs and therefore,competition among RMNs is fierce.While there are severa

11、l factors at play,size,strategic importance,in-store impact,reach,and return on ad spend(ROAS)are key considerations in investment decisions.PDP Content Quality is a Part of the Equation3The quality of the PDP is integral to conversion rates,and subsequently to ROAS the key performance metric brands

12、 use for retail media.Brands also believe great PDPs lead to higher quality reach,another key investment consideration.PDP quality is a lever grocers must pull when up against larger RMNs with size advantages and certainly when up against other long tail RMN peers.Where to Focus First for Stronger P

13、DPs4Brands believe images,product descriptions,and videos are most commonly lacking or inaccurate on grocers PDPs.This can serve as a prioritized list for grocers looking to improve PDP quality.Just as critical as having these attributes on the PDP is the ability to keep them up to date and accurate

14、.Challenges here can be a nonstarter for brands presented with an RMN investment opportunity.P A G E 5 O F 2 3THE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSResearch MethodologyTo conduct this research,we surveyed 78 consumer brands to better understand the role PDPs play in their retail media inv

15、estment decisions:Brands spanned a wide variety of Food and CPG categories,with the heaviest representation in Personal Care,Health&Wellness,Beverages,and Snacks All revenue ranges were represented but brands skewed large with a weighted average annual company revenue of$4.6bn Individual respondents

16、 were in a variety of marketing-and eCommerce-related roles such as Digital Marketing Managers,Customer Account Managers,and Chief Digital OfficersWe also conducted in-depth interviews with 12 eCommerce and marketing leaders inside brands for qualitative context around the survey data.The report sha

17、res key takeaways from our research,particularly for grocers looking to grow their retail media businesses and their overall eCommerce channels.Product CategoriesCompany SizeIndividual Roles Personal care Health&wellness Beverages Snacks And 10+other Food&CPG categories Representatives from under$10

18、0mm to over$10bn Annual revenue weighted average of$4.6bn 37%of respondents in the$1-$10bn range Digital marketing managers Customer account managers(e.g.Amazon account managers)Chief digital officers And 5+other eCommerce and marketing rolesP A G E 6 O F 2 3THE ROLE OF PDPS IN RETAIL MEDIA BUDGET D

19、ECISIONSRetail Medias Incredible Impact on the P&LIts difficult to overstate the importance of retail media when it comes to making retailers digital businesses profitable.Amazon has led the way,reaching$46 billion in ad sales in 2023.This translates to$18.5 billion in operating income using conserv

20、ative margin estimates of 40%.In contrast,its retail media business excluding advertising is projected to lose$9.2 billion this year,the third-straight year of losses.2023 is not an anomaly either considering Amazons retail business excluding advertising has seen an average operating income loss of

21、1.2%over the last 27 quarters.Even though Walmart provides less clear insight into the specific P&L impact from Walmart Connect,it consistently describes an improving P&L model as it shifts more of its business to digital channels.As for the most recent example of this,Doug McMillion stated during W

22、almarts third-quarter 2023 earnings call:“When I look at our P&L,its continuing to change shape.Mentally,I break it down as a combination of a traditional retail P&L and a newer version that starts with our digital businesses.It flows from first and third-party eCommerce,pickup and delivery to busin

23、esses like membership,advertising and fulfillment as a service.It includes some faster-growing,higher-margin components(i.e.,retail media)that,combined with the more traditional P&L,gives us a business model thats more profitable in percentage terms as it growsAnd when you put it togetheryou get a m

24、ore sustainable business that can grow more effectively over time and create a better mix along the way.”Doug McMillion P A G E 7 O F 2 3THE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSInstacart,too,relies on advertising to make its unique business model work.In 2022,the most recent period availabl

25、e for full-year results,the company generated$2.6 billion in total revenue,comprised of transaction revenue of$1.8B and Ad revenue of$740 million,resulting in operating profit of$62 million.Utilizing a 40%operating profit margin assumption,this implies its advertising revenue stream brought in$296 m

26、illion,while the retail component lost$234 million(-13%operating margins).Thus,like Amazon,Instacarts model relies on advertising as the critical revenue stream to making the business model work.Kroger is also relying on retail media to make eCommerce margin neutral.Rodney McMullen stated in 2023,“W

27、hen you look at our digital business long term,we wouldnt see the profitability to be any differentwhat were really focused on is having an ecosystem(that when)the customer thinks food,they think Kroger.”To date,Krogers eCommerce business is projected to be generating a negative 6%operating margin,a

28、nd possibly steeper.But its$1.2 billion operating profit from alternative revenue streams,like retail media,are helping it reach Mr.McMullens longer-term goals.Put simply,Amazon,Instacart,Walmart,and Kroger wouldnt be able to be in the eCommerce business for long if it werent for the high margin pro

29、mise of selling advertising.This will be true too for its smaller grocery peers,which are unable to benefit from the massive scale needed to have a shot at generating enough operating leverage to turn a stand-alone profit on the sale of groceries.In other words,retail media is the key to making this

30、 business model work for grocers of all sizes.“When you look at our digital business long term,we wouldnt see the profitability to be any differentwhat were really focused on is having an ecosystem(that when)the customer thinks food,they think Kroger.”Rodney McMullen Over the next five years,the gro

31、cery market is projected to compound at 2.8%per year.Assuming online penetration increases between 100-150 basis points per year(a reasonable estimate based on the last several years of online gains),physical stores are projected to compound 1.5%per annum and online channels are forecast to compound

32、 10.7%over that period.This translates to digital channels accounting for 54%of incremental growth between now and 2027.This large contribution from digital channels provides retail media an opportunity to grow rapidly during this time.Retail media is projected to compound at 26%per annum between no

33、w and 2027,outpacing online sales growth as brands are consistently increasing the percentage of their digital sales allocated to it.Competition for this retail media growth is expected to be fierce with Amazon,Walmart,Kroger,Target and Instacart leading the way.With billions of retail media dollars

34、 up for grabs,smaller grocers must prioritize developing their online businesses and associated traffic to their sites,along with corresponding retail media capabilities to have a shot at earning enough of the retail media market to offset,or ideally more than offset,the challenging economics associ

35、ated with selling groceries online.U.S.Grocery OutlookCompelling Growth in eCommerce and Retail MediaU.S.Grocery Market Compound Annual Growth 23-27 Total SalesIn-store SalesOnline SalesRetail Media2.8%1.5%10.7%25.9%U.S.Grocery Market Share of Incremental Dollar Growth 23-27Online SalesIn-store Sale

36、s46%54%P A G E 8 O F 2 3THE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSSource:Stratably Channel Forecasts,23-27The survey revealed brands reinvest,on average,7.2%of their digital sales into retail media,although there is a wide degree of variance.This figure has steadily increased over each of the

37、 last several years,particularly for the largest retail media destinations like Amazon,Walmart,and Instacart.A major driver to increasing retail media budgets is the incorporation of retail media into holistic marketing plans according to the feedback we heard in our interviews.Increasing Retail Med

38、ia BudgetsAs a Percentage of eCommerce Sales,Brands areAs a percentage of your eCommerce sales,what does your company invest in retail media?4-7%1-3%Less than 1%8-10%11-15%16-20%More than 20%3.6%3.6%5%14%15%22%36%P A G E 9 O F 2 3THE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSMore publically,Jon M

39、oller,CEO of P&G,offered this perspective during its recent earnings call,stating:“For us,any type of media spend,whether its digital,online,OTT,TV,print,or,as you say,customer media,is part of the total mix.So,what were looking to do is optimize our reach effectively with a target and the frequency

40、 across all of those different touchpoints.There are plenty of opportunities in data sharing combining transaction data with media data to optimize.And that is a strong reason why retailer-based marketing spending can make sense.”Brands tell us they are planning to continue to invest more into digit

41、al media channels broadly,and retail media is a share gainer within digital,fueling the significant growth opportunity for grocers that can take advantage.P A G E 1 0 O F 2 3THE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSP A G E 1 1 O F 2 3THE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSOur resea

42、rch suggests brands remain focused on a small number of retail media networks given limited budgets and people resources 4.7 networks,on average.As we explore on the next page,strategic importance is one of the top determining factors in brands deciding which retailers media networks to invest in.Am

43、azon,Walmart,Target,Kroger,and Instacart are the most common given their size and importance to brands.This leaves a competitive environment for the remaining retailers.Our research indicated brands are receiving investment asks from more RMNs than they can reasonably support with their existing bud

44、gets and teams,although broad-based hiring for retail media roles creates opportunities for brands to expand to more networks in the future.Focus&PrioritizeLimited Retail Media Resources Drive Brands toHow many retail media networks do you have a meaningfully active strategy on (spend time,resources

45、,and effort to win)?3-41-25-78-10More than 108%8%46%21%18%P A G E 1 2 O F 2 3THE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSHere,we highlight the most cited factors driving brands RMN investment decisions.Grocers should be working to improve upon and showcase capabilities in any of these areas tha

46、t are in their control.PDP quality plays a role(see more on next page)although its not the first nor only factor.However,our interviews suggested in an ideal state,brands would integrate PDPs even further into the decision-making process.Several brands called out a lack of resources on their end and

47、/or a lack of synergy between the retail media team and product content team.Thus,a focus on content quality can fall to the wayside in some brands that lack cohesive teamwork,but that is likely to change over time as brands gain resources and maturity.Key Factors Driving DecisionsTo Invest or Not t

48、o Invest?Internal Resources:Before even considering a given RMN,brands need the resources to support it.A lack of resources is oftentimes the first limiting factor and drives a preference to focus on top platforms rather than spreading thin across several RMNs.Size and Strategic Importance:Brands in

49、vest based on size of the total business,size of the eCommerce business,and overall strategic importance of their retail relationships.In-Store Impact:Impact can come in the form of online spend driving B&M sales but less direct impact is often cited,like a RMN spend requirement to maintain in-store

50、 distribution or RMN spend provides data that proves valuable to the in-store business.Reach(Quantity and Quality):Brands focus on RMNs that have the largest reach and an attractive consumer base that fits their brand.Advertising Performance:Key performance indicators guide investment decisions.ROI/

51、ROAS is most commonly evaluated,although increasingly brands are relying on incrementality metrics(e.g.iROAS,new-to-brand)and longer-term metrics(e.g.CLV).Advertising Capabilities:RMNs with multiple and sophisticated ad levers and optionality are prioritized over rudimentary RMN offerings.Reporting

52、Capabilities:Clear and actionable reporting is crucial,particularly on the performance metrics brands care most about(below).PDP Content Quality:Brands want to drive shoppers towards PDPs that make their brand look good and are most likely to convert to a sale.As one retail media leader put it,“Were

53、 spending to convert to a sale,so if the PDP doesnt help us do that,we wont invest”.12345678P A G E 1 3 O F 2 3THE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSIn addition to factors like strategic importance and reach,content quality is a meaningful part of the investment equation for 67%of brands,

54、as its counter-productive to drive consumers to poor PDPs.In fact,we heard in our interviews that adequate PDPs are often thought of as a prerequisite before even considering a potential retail media investment and running it through the other factors outlined on the page 12.Investment DecisionsPDP

55、Quality Plays a Role in“Before we invested in Instacart retail media,we wanted to clean up the PDPs.We focused on simple clean-ups like making sure title was right and it had at least one clean hero image.We saw massive organic sales lift after two months of that.”How much does the completeness and

56、accuracy of your PDPs influence the amount you spend on a media network?SignificantlyAlmost EntirelyModeratelySomewhatMinimallyNot at all1.3%35%29%15%17%2.5%P A G E 1 4 O F 2 3THE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSOur research found 50%of brands have reduced ad spend on a product due to p

57、oor PDP content.We heard very direct feedback such as“We dont invest in Meijer or Publix because of poor content.”Poor PDPs can mean several things,such as incomplete,inaccurate,or otherwise unengaging to the viewer.Low content quality can decrease conversion rates,hurt brand perception among shoppe

58、rs,or pose legal risk all reasons brands will hesitate to spend under these circumstances.“If pages are inaccurate,that can cause a legal issue and it would be an obstacle to investment.If there were glaring issues across the board,then we likely wouldnt be having conversations around increasing inv

59、estment we would be working with the retailer to fix their content first.”On the flip side,brands will prioritize retail media networks with compelling content capabilities,and will shift spend towards products that have complete and accurate PDPs:74%assess their PDP content quality before deciding

60、to invest more dollars into an existing grocers RMN74%assess their PDP content quality before deciding to invest into a new grocery RMN66%allocate more ad spend to products with higher-quality PDP content74%74%66%P A G E 1 5 O F 2 3THE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSSizeable reach is a

61、 key factor in brands RMN investment decisions.In our interviews,some brands reported not investing at all or pulling back after test-and-learns that showed not enough consumer traffic to warrant retail media investment.However,survey data suggests 31%of brands would still consider investing if a gr

62、ocers audience reach was low but PDP content was excellent.This could be because the quality of reach matters too,beyond just quantity and 89%of brands believe grocers with richer and more accurate product detail pages attract a higher quality audience,such as shoppers that are more engaged and will

63、ing to spend more(page 16).While reach can only grow so quickly for grocers early in their eCommerce journeys,PDP quality is a lever grocers have more immediate control of,and it can give grocers a chance for brands budgets even if other factors like size and advertising capabilities are under-pacin

64、g larger networks.Overcome Low ReachLeverage Strongs PDPs toIf a grocers audience reach is low but your PDP content on their site is excellent,would you still consider investing?Yes,ProbablyYes,DefenitelyNeutralProbably NotDefenitely Not2%5%26%36%31%P A G E 1 6 O F 2 3THE ROLE OF PDPS IN RETAIL MEDI

65、A BUDGET DECISIONS89%of brands believe grocers with richer and more accurate product detail pages attract a higher quality audience,such as shoppers that are more engaged and willing to spend more.This is relevant as our research suggests the quality of reach matters,and brands are increasingly focu

66、sed on understanding and driving customer lifetime value(CLV)beyond the initial purchase.As eCommerce and retail media give brands more visibility into CLV and the ability to influence it,grocers that attract sticky and high-value customers are poised to win more investment dollars versus competitiv

67、e networks.High Quality AudiencesHigh Quality PDPs SignalDo you agree that a grocer with richer and more accurate PDPs attracts a higher quality audience (e.g.,more engaged,willing to spend more)?AgreeStrongly AgreeNeither Agree nor DisagreeDisagreeStrongly Disagree1%44%10%45%31%P A G E 1 7 O F 2 3T

68、HE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSOf course,brands need to see a return on their investment,which is why advertising performance is one of the key decision-making factors brands cited in our interviews.This is where digital advertising and retail media specifically shines,as it offers

69、closed loop reporting,more granular targeting,and more granular analytics compared to other ad types.These benefits are driving brands to shift more of their marketing budgets here broadly.To win investment dollars,compelling returns are even more critical for emerging retail media networks that don

70、t yet boast the same benefits of established networks like scale,strategic importance,and significant reach.ROAS is the most common metric brands use to understand performance and plan future investments accordingly.A strong ROAS is a function of serving relevant ads to the right shoppers,in the rig

71、ht places,at the right time,and then converting those ad clicks into sales.Our research on the next page illustrates high quality PDPs are a necessary ingredient in conversion,and thus critical for healthy ROAS that drives brands to want to invest further.ROAS-The Most Common MetricStrong Performanc

72、e can Unlock More Investment;The ROAS Formula+Connect Product to ShopperDrive ConversionRight AdRight PlaceRight TimeRight ShopperPriceIn-StockBuyboxListing ContentRatings and ReviewsCatalog ManagementContent and catalog matter!Our research shows there is a strong link between PDP content quality an

73、d ROAS and subsequently investment levels.This is primarily due to the impact PDP quality has on conversion rates,a critical component in the ROAS formula(page 17).We heard direct examples in our interviews of brands looking at conversion rates before investing more spend,and successfully seeing lif

74、ts after a concerted effort to clean up PDPs alongside retailers,which the brand required before making an investment into the RMN.We also heard from brands that more robust brand and SKU conversion rate data would unlock more investment.Impact ROASPDP Content Quality“We compare performance and impa

75、ct of media across channels and shift funds into the stronger players.If PDPs were causing decreasing conversion rates,we would say no to an increased investment ask and likely be actively moving money out of that channel until the issue was fixed.”The other component in the ROAS formula connecting

76、product to shopper requires serving relevant ads to the right shoppers,in the right places,at the right time.Digital shelf relevancy plays a large role here,in which content is the primary input.How significantly does the quality of PDP content influence your ROAS?71%believe PDP quality significantl

77、y influences ROASSignificantlyVery SignificantlyModeratelySlightlyNot at all2%6%45%26%21%If PDP content is improved on an item,how likely is it youll see a higher ROAS?83%indicate ROAS improves as PDP content improvesLikelyVery LikelyNeutralUnlikelyVery Unlikely0%1%59%24%15%Have you ever seen a decr

78、ease in ROAS for an ad connected to an incomplete PDP?47%“Not Sure”suggests direct measurement can be challengingLikelyVery LikelyNeutral12%41%47%P A G E 1 9 O F 2 3THE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSAccording to brands,the low hanging fruit on grocers PDPs are images and product descr

79、iptions,with 73%and 64%of brands,respectively,reporting these attributes are often lacking or inaccurate.Our interviews revealed sentiments such as“PDP content is table stakes in a way it needs to be there in order to even be considered.”For starters,one clean hero image on the search engine results

80、 page(SERP)is critical to drive a shopper to click into the PDP,let alone add to their basket.Additional images showing relative size of the product,ingredients,and other pertinent information like preparation instructions or safety information are all additive to the online grocery shopper.After im

81、ages,product descriptions are often the next place the consumer goes on the PDP to understand the product,and thus the importance brands place on it.58%of brands also reported videos as lacking.These findings should provide a helpful checklist or roadmap for grocers looking to improve PDP quality fo

82、r both the consumer and the brand,potentially driving greater appetites from brands to invest.Furthermore,just as critical as having these attributes on the PDP is the ability to keep them up-to-date and accurate.In our research,brands commonly called out challenges with refreshing PDPs and correcti

83、ng issues once identified,which can be a nonstarter when considering an RMN investment.This is especially true if the inaccuracies pose a legal risk to the brand.Images&Product DescriptionsGrocers First Order of Business:Which elements of a PDP do you believe are often lacking or inaccurate on groce

84、r platforms?(Select all that apply)VideosProduct DescriptionsImagesRatings&ReviewsProduct SpecificationsIngredientsNutritional Information38%19%17%58%44%64%73%P A G E 2 0 O F 2 3THE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSConclusionRetail media is poised for further growth,but the market will r

85、emain extremely competitive,so retailers must do everything they can to stand out from their peers.Brands retail media investments and prioritizations consider several factors,including PDP content quality as it has a meaningful impact on conversion rates and therefore return on ad spend(ROAS).For m

86、any brands,accurate,up-to-date,and compelling PDPs are a prerequisite for even considering an investment.An eCommerce leader inside a large food brand put it succinctly:“We NEVER drive visibility of a PDP with investment unless the content is up to date.Ever.”While table stakes for brands,this ideal

87、 PDP state is not commonplace across the digital grocery channel.Thus,PDP quality is a competitive edge opportunity for grocers looking to gain share of retail media budgets.P A G E 2 0 O F 2 3P A G E 2 1 O F 2 3Appendix:Survey BackgroundTotal Sample Size n=78CategoriesMeat&SeafoodBeveragesFrozen Fo

88、odsHealth&WellnessConfectioneryPersonal CareDairy&EggsSnacksBakery&BreadPantry StaplesProducePet CareOtherHousehold Essentials21%21%19%6%26%4%4%3%3%22%8%28%12%40%P A G E 2 2 O F 2 3Appendix:Survey BackgroundTotal Sample Size n=78Company SizeRolesAnnual Revenue|WTD AVG:$4.6BN“Other”included various e

89、Commerce and Marketing Titles$500 million-$1 billionChief Digital OfficerBrand Manager$100 million-$500 millionCustomer Account ManagerLess than$100 millionDigital Marketing Manager$1 billion-$10 billionRetail Media ManagerChief Marketing OfficerMore than$10 billionShopper Marketing ManagerOther15%5

90、%4%1%31%18%12%37%10%21%15%9%22%THE ROLE OF PDPS IN RETAIL MEDIA BUDGET DECISIONSDigital Shelf InstituteStratablyThe Digital Shelf Institute(DSI)is a community dedicated to developing and sharing the best actionable insights and strategies for brand manufacturers to win on the digital shelf.Digital c

91、ommerce will contribute more than half of all retail growth over the next 10 years,yet 95%of the organization knows very little about how it works and where its headed.Stratably closes this eCommerce Knowledge Gap with its enterprise membership program that delivers impactful,practical,and easy to digest insights,live events and personalized education to smart enterprises each and every week.Visit WebsiteBecome a Member