美库尔：2023年零售媒体研究报告（中译版）（59页）.pdf

1、Retail Media Research Report Your Guide to Growth and Better Shopper Experiences 2023The State of Retail Media in 2023 The key factors that shaped this years retail media trends and survey results03Whats Now For Retailers Where retail media networks(RMNs)should focus their immediate efforts to achie

2、ve growth 07Whats Now For Brands The top priorities for brands who want to maximize their opportunities in the increasingly crowded landscape29Whats Next?The top trends that will shape retail media in 202450Whats inside Unless hyperlinked to an external source,all statistics used in this report are

3、from Merkles proprietary research.22023 RETAIL MEDIA RESEARCH REPORT The State of Retail Media 2023 32023 RETAIL MEDIA RESEARCH REPORT Whats New This Year?The key factors influencing the retail media landscape in 2023CONTINUED EXPANSION,with several new entrants in grocery and ecommerce-owned.This c

4、reates a more complex landscape with greater variance in capabilities across RMNs.BRANDS SPLITTING THEIR INVESTMENTS ACROSS MORE RMNS,increasing the need for RMNs to know what they stand for and create a value exchange.INNOVATION FROM ESTABLISHED RMNS to stay ahead of new entrants,fueled by top conc

5、erns of competition and developing solutions for new ad products.PURSUIT OF FIRST-PARTY DATA to enhance brands customer profiles and inform budget planning,especially as shopper touchpoints increase.INVESTMENT AND INTEREST IN UNITING IN-STORE AND DIGITAL CAPABILITIES as the definitions of retail med

6、ia and the shopper journey become more nuanced.42023 RETAIL MEDIA RESEARCH REPORT 2023 brought a more complex landscapeAll trademarks are owned by their respective owners.Nothing in these materials is intended to assert an affiliation between Merkle Inc.and the companies referenced by their trademar