Placer.ai：2022零售业新媒体力量白皮书（英文版）（21页）.pdf

1、September 2022Retails New MediaPowerGet a first look at the growing power of retail media networks.Learn how brick-and-mortar brands can measure reach andtrack impact to transform the advertising space.“Retail media networks have turned retailers into ad moguls.Thats a huge change andnobody yet unde

2、rstands all the implications of it.”-Constantine von Hoffman,MARTECHRetailers Stepping Into Their Media PowerCompanies operating consumer-facing brick-and-mortar venues traditionally reliedon selling goods and services as their primary revenue stream.But recently,leadingretailers such as Walmart and

3、 Target have begun to leverage their immense storefleet into a powerful advertising platform.Online retailers have been tapping into the advertising power of their digital sites foryears by relying on various automated tools to show third-party advertisements torelevant consumer segments.But now,ret

4、ailers with a strong offline presence canalso leverage physical marketing impressions and focus their campaigns whilereaching consumers at the point of purchase.Retailers have long recognized theintent that drives a store visit,and understanding the full value of leveraging that visitto its full ext

5、ent is an important new frontier.Major retailers are continuing to see theirphysical visits outnumber their online ones.And in spite of the gloomy predictions regarding the future of brick and mortar retail,major retailers are continuing to see their physical visits outnumber their online ones.Month

6、ly numbers of visitors to Walmart and Target significantly outpace the brandsonline reach,according to web data from Similarweb.So although,up until recently,these brands have focused their media placements on their digital channels,it isbecoming increasingly clear that these chains physical stores