Sanket Kusmude’s Post

Retail media has emerged as one of the most significant and rapidly growing advertising verticals in the US. According to eMarketer, between 2016 and 2021, advertising spending in retail media grew from $1 billion to $30 billion. This growth rate is faster than that of video (9 years), social networks (11 years), and search (at least 15 years). As a result, media agencies and retail media networks are investing heavily in this area, recognizing its immense potential. To better understand how to succeed in this growing industry, we have explored the fundamentals of Retail Media Networks. https://lnkd.in/dhdz3crf

### Detailed Explanation of the Third Point: **Global Advertising Spend Forecast for 2024**: 1. **Overall Growth**: The global advertising spend is projected to exceed $1 trillion, reaching $1.03 trillion, marking a strong market growth [[❞]](https://lnkd.in/gdMP7CsN). 2. **Retail Media Spend**: Retail media spend is expected to grow by 10.2% in 2024 and 10.5% in 2025, reaching a total of $141.7 billion, which represents 13.6% of all ad spend. Amazon is anticipated to capture 37.5% of this market. Other multinational companies such as Alibaba are also experiencing significant growth in this area. Additionally, local players like UK supermarkets Tesco and Asda are increasing their investments in retail media to gain a share of this expanding market [[❞]](https://lnkd.in/gdMP7CsN). 3. **Sector Growth Projections**: - **Financial Services**: This sector is expected to grow the fastest with an 11.5% increase in ad spend. This growth reflects increased investments in digital transformation and the adoption of new technologies. - **Technology and Electronics**: Ad spend in this sector is projected to grow by 11.3%, driven by continuous product innovation and rising market demand. - **Pharma and Health**: Expected to grow by 11.0%, this sector is benefiting from heightened health awareness post-pandemic [[❞]](https://lnkd.in/gdMP7CsN). 4. **Political Advertising**: Due to the upcoming 2024 US election, political advertising spend is forecasted to reach a new high of $15.5 billion [[❞]](https://lnkd.in/gdMP7CsN). These data points illustrate the diversity and growth potential of the global advertising market, particularly in specific sectors like retail media and financial services.

Unlocking Retail Media Network (RMN) Potential with Keen... Retail media is the fastest-growing ad channel in the US, growing by 26.0% this year and capturing 14.1% of total US media spend. By 2028, nearly 1 in 5 ad dollars in the US will be devoted to retail media. Yet, this channel has the potential to drive greater impact. Here are the biggest challenges facing RMNs today, and how Keen can be the solution: 1. Lack of Standardization: Inconsistent ad types and measurement make it difficult to compare RMNs. Keen Solution: Our platform incorporates RMN spending across retailers, enabling advertisers to gain clear, comparable insights, ensuring they get the optimal spend by retailer, including halo effects and interactions with other marketing investment channels. 2. Competing with Amazon: Amazon dominates the RMN landscape, holding 77.0% of the US retail media ad spend. Keen Solution: Keen’s advanced analytics empower advertisers to identify and leverage opportunities across all retailers, including with non-Amazon RMNs. This maximizes the value of their ad dollars in an increasingly competitive market. 3. Off-site Integration: Integrating off-site retail media is complex and challenging. Keen Solution: We put all marketing tactics in the same optimization model, accounting for the impact and interaction effects of on-site vs. off-site efforts. 4. Siloed Budgets: Separate teams manage different marketing efforts, hindering a holistic approach. Keen Solution: While organizational structure changes would help, Keen facilitates a holistic view of marketing budgets. This helps in breaking down silos and ensuring cohesive strategies across the full marketing funnel, preventing redundant spend and uncovering missed opportunities. Why RMN Optimization is Becoming a Core Use Case... Retailers and brands need to navigate these challenges to fully unlock the potential of retail media and get to the right mix of spending between RMN’s and other marketing channels. At Keen, we’ve made RMN optimization a core focus to address these exact issues. By leveraging our platform, advertisers can land on the right retail media strategy, making informed decisions that drive better outcomes. Of course, this information can also help sales teams with information necessary to better negotiate with retailers. Connect with us to discover how Keen can optimize your RMN spend and elevate your marketing strategy to new heights. #RetailMedia #MarketingOptimization #KeenInsights #AdTech #DigitalMarketing #MediaSpend #RetailGrowth Feel free to connect for more insights and let’s make the most out of every marketing dollar spent!

The rise of retail media has turned ecommerce sites not only into media companies, but also into media agencies. Offsite retail media, where brands use a retailer's first-party data to target ads on other properties (like social media or the open web), is poised to grow to $11 billion in US ad spend this year, according to Insider Intelligence. In these buys, retailers get to control where ads are running, and media buyers lose transparency. Inside this dynamic with insights from Michelle Dooley, Briana Finelli, Elizabeth Marsten and Brian Monahan https://lnkd.in/dWE23iVD

🛒 With ecommerce dollars on the rise, retail media network ad spend is also rocketing - seemingly without end. In fact, retail media is the advertising’s industry’s "fastest growing segment", and is forecast to be worth $8.32bn by 2027, making up 16% of total digital ad revenue. What are some of the opportunities and challenges? Mariam Ahmad takes a look.

Retail media networks - those annoying ads retailers sell on their digital channels to third parties - might seem like they’re unstoppable right now, BUT new data strongly suggests otherwise. In 2023, retail media networks accounted for 19% of total media budgets. This year, that number dropped to 13%—a 33% decrease. Despite retail media's massive $54.48 billion footprint—coming in just behind search, social, and TV—a shift is happening. Amazon, the long-time leader, is losing ground, with its share dropping by 24% year-over-year. Meanwhile, Walmart is scooping up market share, growing its slice to 20% by leveraging first-party data and offsite advertising. Instacart, Target, and Kroger are also gaining traction. Retailers are rethinking their media strategies, moving from a search-centric model to more top-of-funnel tactics like display and video ads. With more players in the game, Amazon and Walmart are facing new competition, and the landscape could rebalance as smaller networks vie for a larger share. As everyone scrambles for ad dollars, the big question is who can keep their eyeballs engaged and prove their value to advertisers.

Retail media networks (RMNs) are a rapidly growing trend that is transforming the advertising landscape. They're are advertising platforms owned and operated by retailers that leverage shopper data to deliver personalized ads. These platforms offer a unique opportunity to not only generate new revenue streams but also deepen customer relationships. By leveraging shopper data, RMNs enable highly targeted advertising that drives sales and brand loyalty. https://lnkd.in/eZR3JFCV

U.S. ad spend on off-site retail media network inventory is projected to grow to $11 billion this year, according to Insider Intelligence. But buying this media off-site raises concerns for brands and consumers alike, including transparency, measurement and cost. Off-site retail media holds promise, but brands must navigate its challenges to ensure successful and cost-effective campaigns. For now, brands should: - Cautiously approach off-site media: Focus on owned-and-operated inventory first and carefully evaluate off-site options - Demand clear value propositions: Ensure retailers demonstrate the effectiveness and return on investment of off-site campaigns - Advocate for industry improvements: Push for greater transparency, standardized measurement, and fairer pricing models 📰: https://bit.ly/3TeWSlR ✍️: ADWEEK

“Advertiser spending on retail media networks in the U.S. is forecast to jump 30% this year, with growth largely coming from offsite programmatic media, according to a new report from Advertiser Perceptions.” #retailmedia #retailtrends

In the dynamic world of digital advertising, retail media is quickly becoming a star 🌟, drawing in marketers and advertisers with its potential. This sector is booming 🌺, thanks to the rise of retail media networks (RMNs). In recent years, these networks have grown rapidly.📈 Retailers are using their vast amounts of first-party customer data to create new chances for brands to connect with shoppers right at the point of purchase. The statistics make it clear—retail media is not just a passing trend but a powerful force. 💹 This article will explore the impressive growth of retail media and its huge potential for future development. Get ready to delve into the fascinating world of retail media trends! https://lnkd.in/dE2u3ZET #RetailMedia #Marketing #Ecommerce #DigitalMarketing #Advertising #RetailTrends #MarketingStrategy #Blog #IndustryInsights #Inhabitad