2023年美国零售媒体市场报告.docx
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1、CONTENTSIntroduction!MarketScaleandOpportunity5TheUSRetailMediaMarket-UnderstandingtheAdBUVerZSPerspective:CoresightResearchAnalysis5UPCOmingMarketingBudgetsReflectOptimism;DigitalUnderlinesSignificantOpportunity6MarketingBudgetMixContinuesTo8einFlux7BrandAdvertisersAreUsingMultipleRMNs7GapsExtinthe
2、FastGrowingRetailMediaMarct8SolvingforChallengesCanPositivelyInfluenceAdvertisers*SpendonRMNs9RetailersShouldFocusonProvidingaHolisticRetailMediaOffering11Self-ServePlatformsIncreasethe1.ikelihoodofEarningIncrenwntalDollars11WhatWeThink11ImplicationsforBrandsandRetailers12RetailersPoisedToGainAdvant
3、age12RetaiIcrsThatRisk1.osingAdvantagc12TypesofSolutionsforRetailMediaandPersonalizedOffers12ImplicationsforTechnologyVendors1213MethodologyOKsr*hWCmWGCtOMIc4jrdr,CoMfft6必r,Mcccaton-reinforcestheimportanceofpersonalizationforbrandadvertisers.Toenhancepersonalizationandlocationrelevance,retailersshou
4、ldconsiderpartneringwithlocationanatsCompanicsthatsupportlocalizedtargeting,whichcanimprovereturnonadvertisingspend(ROASforbrandadvertisers.Morebrandadvertisersplantocutbackonspendingonin-storeformats(promotionsanddigitaldisplays)thanina11vothercategory,underliningtheincreasingimportanceofthedigital
5、channel.Evenmajorretailersthathaveahugestorefootprintaretrningtodigital:DollarGeneraKsretailmediaarmpartneredwithMetainMarch2023toenableadvertiserstoleveragetheretailersfirst-partydatatoreach90millionuniquecustomerprofilesthroughanarrayofplacementsonsocialmediaPlatformSFdSbOokandInStagramFigure3,Sel
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- 2023 美国 零售 媒体 市场 报告
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