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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