1、TheBreakdowneMarketer projects that spending will hit$61 billion by the end of 2024,surpassing all other major U.S.channels,except for CTV.In this report,well tell you all about what this means for your brand and why you should leverage Retail Media this holiday season.Retail Media is in its heydayW

2、hat is Retail Media?Retail Media historically refers to sponsored search ads on retailers ecommerce websites/app.But as the industry evolves so has the definition of“Retail Media.”Retailers have started to offer their advertisers more optionslike display advertising,on-site video advertising,influen

3、cer marketing,off-site advertising,and more.You will typically hear this referred to as a Sponsored Product Ad,Sponsored Search Ad,On-Site Media,On-Site Sponsored Searchor Retail Search.In 2020 Predicted That“Every U.S.retailer with significant site traffic will attempt to become a media platform.Fo

4、rrester sees a growing trend:Amazon pulled in over$10 billion in advertising revenue in 2018,which woke up other retailers that have traditionally competed against Amazon.”Retail Media Margins Far Exceed Other Retail Margins38%70-90%20-40%34%33%31%23%20%19%Retail Media On-SiteRetail Media Off-siteBe

5、autyHomeImprovementDepartmentSportingGoodsElectronicsGroceryGross Margin(%)DrugstoreSources:BCG Commerce Media Survey(2022),N=35;BCG CPG Retail Media Benchmarking Survey(2021).N=100:customer interviews(N=16);10-Ks;company financials(FY 2020 data).What Drives Brand Investment in Retail Media?“Markete

6、rs are turning to Retail Media networks to help them reach consumers with relevant advertising along the purchase journey,as well as measure the effectiveness of that advertising.”Brenda Tuohig,Senior Vice-President of Global Data Partnerships at2.Retailer First-Party Data1.Influence Purchase Decisi