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1、Supermarket success:Unlocking growth through Retail MediaE-bookDigital Advertising InsightsIntroductionGrowth of Retail MediaWhat is Retail Media?Key Benefits of Retail MediaCase Study#1:Gaining Competitive InsightsCase Study#2:Growing Revenue by Converting ShoppersCase Study#3:Growing Revenue by Se

2、lling AdvertisingLooking Ahead-All Rights Reserved20304040506091112Contents-All Rights Reserved3In todays rapidly evolving retail landscape,supermarkets face both unprecedented challenges and opportunities.While grocery margins are under pressure and competition is fierce,retail media has emerged as

3、 a game-changer for supermarkets a new,high-margin revenue stream with the power to transform how they engage with both brands and consumers.But what exactly is retail media and how can it benefit a supermarket?This ebook aims to demystify the world of retail media through a data-led exploration of

4、its business impact.At the core of this ebook are three case studies,which each illustrate the impact of retail media on a supermarkets most critical business objectives:1.Gaining Competitive Insights2.Growing Revenue by Converting Shoppers3.Growing Revenue by Selling AdvertisingAre you ready to unl

5、ock the full potential of retail media?Lets dive in.IntroductionGrowth of Retail MediaAs the fastest growing ad channel in the U.S.,retail media is revolutionizing the advertising landscape.eMarketer referred to retail media as the third big wave in digital advertising,following search and social me

6、dia.1 Theyre predicting that total U.S.retail media ad spend will reach$130 billion by 2028,up from$55 billion this year.At that rate,retail media will represent nearly a quarter of all U.S.media spend by 2028.2Omnichannel Retail Media spending($B)What is Retail Media?A retail media network(RMN)is a

7、 retailer-owned advertising platform,where marketers can purchase digital advertising directly from a retailer,while leveraging the retailers first-party data for audience targeting and reporting.You know how you punch in your phone number every time you check out at the grocery store?Thats one way

8、that retailers collect their first party data.Retail media networks can include a wide range of advertising channels,which the IAB categorizes into three groups3:Three types of Retail MediaOnsite-Advertising that occurs on a retailers owned properties,such as their website and mobile app.This can in

9、clude display ads,search ads,sponsored product listings,and more.Offsite-Advertising on a digital property that is not owned by the retailer,such as social media networks,connected TV,and third-party websites(e.g.,E).In-store-Advertising that is displayed in a physical retail store,such as product d

10、isplays,signage,and video displays.Across all digital channels within a retail media network,advertising efforts are often directed by a retailers first-party shopper data,giving marketers access to highly targeted and otherwise inaccessible audiences.-All Rights Reserved4Source:EMARKETER Forecast,M

11、arch 2024-All Rights Reserved5Key benefits of Retail MediaFor all stakeholders,retail media is full of potential and possibilities.Outlined below are the most significant advantages for retailers and brands.Consumers also stand to benefit,as these capabilities all add up to a more personalized and r

12、elevant shopping experience.For retailersA new,high-margin revenue streamBy selling their first-party data and digital real estate,retailers can diversify their revenue sources,often while earning higher margins than traditional retail sales.Incremental salesRetail media has a proven track record of

13、 outperforming other media channels when it comes to conversion,leading to increased sales for retailers.Remaining competitiveThe retail media industry is growing and evolving quickly.Retailers hoping to secure their share of advertising dollars will need to build out a compelling offering for marke

14、ters.Brand partnershipsRetail media is a chance for retailers to collaborate with brands in a deeply integrated way,providing value by creating omnichannel consumer experiences with a measured outcome.For brandsAccess to first-party dataBy leveraging a retailers first-party data for targeting,market

15、ers unlock a high level of precision,delivering the right message to the right customer,often when theyre in a high-intent mindset.Closed loop measurement With retail media,theres a direct link between ad exposure and sales,enabling precise measurement,even if a purchase occurs in-store.Proximity to

16、 Point of SaleRetail media engages consumers when theyre already in a purchasing mindset.Ads within a retailers ecosystem are more likely to feel relevant and drive conversion.Omnichannel experiencesMany RMNs offer a diverse range of channels that can address the full marketing funnel,enabling marke

17、ters to create holistic brand experiences that bridge in-store and online touchpoints.-All Rights Reserved6Case study one:Gaining competitive insightsThere are over 200 retail media networks operating around the world,and that number continues to rise,giving marketers an abundance of choice when it

18、comes to allocating their retail media budgets.4 As were still in the early days of retail media,many advertisers are trialing a wide range of retail partners,with brands running on an average of 6 different RMNs during the past 12 months.5 As the industry matures,and brands have more experience and

19、 results to drive their budget allocations,50%of US advertisers plan to consolidate their spend among fewer retail partners moving forward,likely in hopes of building more integrated partnerships and driving operational efficiency.6 For retailers who are hoping to secure advertising dollars,this mea

20、ns increased competition within an increasingly crowded market.Now more than ever,its critical that retailers are armed with competitive intelligence to inform their decision making and maintain a competitive edge.In the following case study,well use Sensor Towers Retail Media Insights to explore co

21、mpetitive activity on supermarket RMNs.Sensor Towers retail media data captures a wide range of channels:onsite&offsite display,onsite&offsite video,CTV,YouTube,and multiple social media channels(Facebook,Instagram,Pinterest,TikTok,and X).Its important to note that search advertising is not captured

22、.As shown on the below,in the 12 months from August 2023 to July 2024,ad spend on Krogers RMN was 3x higher than any other supermarket.Within Krogers portfolio of grocery chains,spend was led by Kroger($74M),Ralphs($11M),and Frys($8M).Top supermarket RMNs:Ad spendZooming outWhile Krogers ad spend fa

23、r outpaced other supermarkets,their spend was less than half the size of Targets($261M)and roughly one quarter the size of Walmarts($470M).Source:Sensor Tower Retail Media Insights.Period:12 months from Aug 2023 Jul 2024Excludes retailers,advertisers,&channels not currently tracked by Sensor TowerAc

24、ross all food&beverage brands,no one invested more with Kroger than PepsiCo.In fact,while PepsiCo was active on an impressive range of 26 different RMNs during the time period,they allocated 20%of their total retail media budget to Kroger,demonstrating their commitment to the partnership.Albertsons,

25、on the other hand,received only 1%of PepsiCos investment,potentially signaling a lead gen opportunity for the supermarket.Kroger:Top food&beverage advertisersAmong media channels,PepsiCo relied heavily on Krogers Facebook offering,where they allocated 81%of their budget.Interestingly,this allocation

26、 was significantly different than other top advertisers at Kroger.The 2nd largest advertiser,Groupe Danone,put 71%of their spend toward Offsite Video,while the Kraft Heinz Company invested 53%on CTV.-All Rights Reserved7Source:Sensor Tower Retail Media Insights.Period:12 months from Aug 2023 Jul 202

27、4Excludes retailers,advertisers,&channels not currently tracked by Sensor TowerKroger&PepsiCo:Channel mixSource:Sensor Tower Retail Media Insights.Period:12 months from Aug 2023 Jul 2024Excludes retailers,advertisers,&channels not currently tracked by Sensor TowerOn Krogers RMN,PepsiCo ran advertisi

28、ng for 60 different products,led by Doritos($397K),Gatorade($388K),and Lays($359K).As a reminder,these spend levels do not include search advertising.Each of these top products were supported with distinct creative messaging,including unique taglines and aesthetics,such as a“Taste the Night”campaign

29、 for Doritos.PepsiCos top products at KrogerRetailer:KrogerBrand:DoritosChannel:FacebookRetailer:KrogerBrand:GatoradeChannel:FacebookRetailer:My Smiths GroceryBrand:LaysChannel:InstagramSource:Sensor Tower Retail Media InsightsIf Kroger was interested in growing their RMN by sourcing additional adve

30、rtising dollars,competitive intelligence could play a key role.By analyzing which brands are currently allocating more ad spend to competing supermarkets,Kroger could identify untapped revenue opportunities.This use case is illustrated in the chart below,which shows how leading Food&Beverage adverti

31、sers distributed their Retail Media budgets across Kroger and Albertsons.For brands where Kroger captured a smaller share of wallet(SOW),there may be an opportunity to expand their relationship with the advertiser.For example,Kroger received 0%of spend from Egglands Best and only 5%of spend from Mon

32、ster Energy,suggesting that theres room for growth with these advertisers.For retailers,competitive insights are a powerful tool for taking back market share and developing a strategic positioning.In the context of retail media,analyzing competitive activity can help retailers identify advertising p

33、rospects for lead gen,understand their share of wallet(SOW)among categories&brands,inform a roadmap for retail media channel development,and more.Share of spend:Kroger vs.Albertsons-All Rights Reserved8Source:Sensor Tower Retail Media Insights.Period:12 months from Aug 2023 Jul 2024Select Food&Bever

34、age advertisers shown.Excludes channels not currently tracked by Sensor Tower-All Rights Reserved9In many ways,retail medias biggest strength lies in its ability to convert shoppers into buyers.It represents a chance to reach high-intent audiences,while theyre already close to the point of purchase,

35、with a personalized message thats relevant and even helpful.For example,imagine browsing for dinner ingredients on a retailers app and seeing a timely ad for a new pasta sauce.You might be more inclined to add the sauce to your cart in that moment,given its relevancy.This was validated by a survey f

36、rom McKinsey,where 70%of advertisers reported that theyve experienced higher returns on retail media networks compared to other media channels.7While the benefits to marketers are clear,converting more shoppers through retail media can also translate to increased revenue for retailers.To help quanti

37、fy this impact,Kroger Precision Marketing ran a series of A/B tests to evaluate the performance of their first-party purchase-based audiences.The analysis found that Krogers first-party audiences achieved 5.1 times higher sales per 1,000 households,compared to third-party programmatic audiences.Addi

38、tionally,Krogers audiences had a 40%higher lifetime value than those from third-party campaigns.8 5.1xhigher sales per 1,000 householdsPerformance of First-Party Shopper AudiencesCompared to third-party programmatic audiencesAmong the many retail media channels,advertisers have reported earning the

39、highest ROAS with onsite advertising.9 That is,advertising that runs on a retailers own website or app.Looking ahead,68%of marketers plan to increase their onsite advertising budget,making the most of its strong performance.10 Among supermarkets,the UK grocer Tesco has shown one of the strongest foc

40、uses on onsite media.As shown on the right,data from Sensor Tower indicates that 37%of Tescos recent ad spend occurred on their onsite media channels.Share of spend:Onsite vs.offsiteCase study two:Growing revenue by converting shoppers+40%greater lifetime value from first-party householdsSource:Krog

41、er Precision MarketingSource:Sensor Tower Retail Media InsightsPeriod:12 months from Aug 2023 Jul 2024Excludes advertisers,&channels not currently tracked by Sensor Tower-All Rights Reserved10At Tesco,most onsite advertisers capitalized on the proximity to purchase,leveraging display ads with a call

42、 to action(CTA)to purchase directly on Tescos site.In other instances,advertisers opted for a more custom,integrated approach,partnering with Tesco to build custom landing pages.One such example is shown on the right,where onsite ads from Cadbury drove to a custom recipe page at Tesco,where shoppers

43、 could learn to make rocky road using Cadbury Mini Eggs.The sales impact of onsite display ads,like those running at Tesco,was validated by incrementality tests from Criteo,the commerce media company.Criteo analyzed the performance of 1,656 brands in EMEA and found that brands running onsite display

44、 ads experienced an increase of+160%sales per user,a+140%higher conversion rate,and sold+152%more units per user.11 For retailers,these results are a strong indicator of retail medias ability to drive additional revenue in the form of incremental sales.Onsite display at TescoSales impact of onsite d

45、isplay adsSource:Sensor Tower Retail Media Insights+160%sales per user+140%higher conversion rate+152%more units per userSource:Criteo-All Rights Reserved11Food&beverages Retail Media spendWith economic factors continuing to put pressure on margins,retail media represents a promising opportunity for

46、 supermarkets to build a new and high-margin revenue stream.While the gross margin for grocery sales is typically around 20%,research from Boston Consulting Group(BCG)suggests that retail media margins are far more robust,ranging from 70%-90%for onsite advertising and 20%-40%on other offsite channel

47、s.12By 2026,retail media ad spend in the U.S.is expected to reach over$80 billion dollars,with 84%of the growth likely to come from incremental budget increases.7 For retailers,this means access to net new dollars from marketers,rather than a reallocation from existing trade budgets.For supermarkets

48、,competition for retail media dollars largely remains open.In the 12 months from August 2023 to July 2024,supermarkets captured only 17%of retail media spend from Food&Beverage advertisers.Instead,Big Box Retailers Walmart and Target earned the lions share of marketing budgets.Its worth noting that

49、Instacart,the leading grocery-delivery service,received a larger share of the pie(9%)than any individual supermarket.of retail media growth to come from incremental budget increases84%Walmart,Target,and Instacart have emerged as leaders in the retail media space,each building revenue streams exceedi

50、ng$1 billion.Their success stems from a commitment to improving and expanding their retail media networks,building out a compelling offering that has effectively attracted marketing dollars.13,14 For supermarkets who may be at an earlier stage of their retail media journey,their current underreprese

51、ntation in Food&Beverage ad spend represents both an opportunity and a signal of retail medias upside.If Walmart is any indication,retail media spend from Food&Beverage advertisers is still on the rise.The chart on the left,from Sensor Towers Retail Media Insights,shows that Walmart grocery has earn

52、ed consistent and significant ad spend increases over the past 2.5 years.For supermarkets hoping to capture a share of this expanding market,swift action will be important for remaining competitive in this rapidly evolving marketplace.Walmart:Food&beverage ad spendCase study three:Growing revenue by

53、 selling advertisingSource:Sensor Tower Retail Media InsightsPeriod:12 months from Aug 2023 Jul 2024Excludes retailers,advertisers,&channels not currently tracked by Sensor TowerSource:Sensor Tower Retail Media Insights.Period:Jan 2022 Jun 2024Excludes retailers,advertisers,&channels not currently t

54、racked by Sensor TowerLooking aheadAs weve explored throughout this ebook,retail media represents a transformative opportunity for supermarkets,with the power to impact their most critical business objectives:-All Rights Reserved12Gaining competitive insightsWhile retailers are competing to build ou

55、t their RMNs,marketers are expected to consolidate their spend with fewer retail partners moving forward.For supermarkets,this means heightened competition within an increasingly crowded market.To maintain a competitive edge,access to market intelligence will be invaluable for supermarkets,helping t

56、o inform their RMN roadmaps and identify ad sales opportunities for lead gen.Growing revenue by converting shoppersRetail media excels at driving conversion.It has a proven track record of delivering both high returns for advertisers and incremental sales for retailers.Supermarkets with a robust RMN

57、 will stand to benefit the most from its revenue-building potential.This is especially true of onsite advertising,where conversion rates and profit margins are the highest.Growing revenue by selling advertisingRetail media has exploded onto the scene,with total ad spend projected to exceed$100 billi

58、on by 2027.For supermarkets,this represents enormous revenue potential with profit margins that far exceed traditional grocery sales.The window of opportunity is wide open for supermarkets,but competition is already intensifying.Those who act quickly and strategically will have a significant advanta

59、ge.About sensor towers Retail Media InsightsThis ebook relied heavily on Sensor Towers Retail Media Insights,which provides complete visibility into the RMN advertising landscape.For supermarkets looking to stay ahead in the grocery store industry,Sensor Towers Market Intelligence products are the u

60、ltimate knowledge base for comprehensive market insights.Sensor Towers powerful tools and data solutions enable retailers to:Conduct thorough competitive analysis:Access robust tools and strategies to analyze competitor pricing,product offerings,and market positioning,helping you regain and expand m

61、arket share.Access timely market intelligence:Receive actionable market intelligence data that informs your decisions and keeps you ahead of emerging trends and market dynamics.Strategic positioning:Develop and execute strategies that differentiate your brand and products effectively,leveraging cust

62、omer insights to tailor your offerings.-All Rights Reserved13Are you ready to see how your competitors are investing in retail media?Lets chatEndnotes1.eMarketer,Analyst Take:Why retail media is destined to be the biggest of digital advertisings three big waves2.eMarketer,Retail media will account f

63、or almost a quarter of all US media ad spend in 20283.IAB,Retail Media Buyers Guide4.Mimbi,List of Retail Media Networks5.NielsenIQ,The US Retail Media Market:Understanding the Ad Buyers Perspective in CPG6.Bain&Company,No More Easy Money on the Side:Retail Media Enters the Performance Era7.McKinsey

64、&Company,Commerce media:The new force transforming advertising8.Kroger Precision Marketing,Demonstrating the impact of retail media audiences9.McKinsey&Company,Six secrets of unleashing the power of retail media10.Skai,2024 The State of Retail Media11.Criteo,The ROAS Trap:Why your retail media campaigns are delivering more than you think12.BCG,How Retail Media is Reshaping Retail13.eMarketer,4(more)retail media networks worth watching14.Statista,Target Corp.retail media advertising revenue worldwide in 2021&2025