PubMatic：商业媒体战略指南-拓新谋远（英文版）（20页）.pdf

1、BUILDING A COMMERCE MEDIA STRATEGY NOW AND BEYONDGU I D E:TABLE OF CONTENTSCommerce Media Growth 2Rise of Commerce Media 3What Do Advertisers Want?5 What Are The Current Commerce Media Opportunities?6The Role of Commerce Media Data 7Best Practices for Commerce Media Campaigns 9 Future-Proof Your Adv

2、ertising 13Glossary 16GUIDE:BUILDING A COMMERCE MEDIA STRATEGY NOW AND BEYOND /1 2023 PUBMATIC,INC.ALL RIGHTS RESERVED1 MAGNA Global Commerce Media Forecast,2023;2 eMarketer:Retail media is dominated by on-site advertisementsfor now,April 2023;3 YouGov report quoted in Business Reporter,2020By 2027,

3、commerce media ad sales are predicted to exceed$220B globally an increase of more than 86%since 2022.1 Furthermore,offsite ad sales will drive this future growth;it is expected to grow 30%YoY in 2024.While the on-site placements will continue to constitute most of the spending.In 2023,they will acco

4、unt for 85.5%in 2023,and will remain north of 80%for the next few years(81.3%in 2027).2 When it comes to online shopping,consumers are increasingly moving away from Amazon and Google.Research shows that a growing number of consumers begin their path to purchase on retailer and brand websites.In fact

5、,time spent on the open web exceeds that spent on marketplaces and search engines such as Amazon and Google.According to YouGov,only 34%of consumers time online is spent within walled gardens.3GLOBAL COMMERCE MEDIA REVENUES120222023$118.3B2024202520262027$138.4B$158.1B$178B$199.1B$220.5B17%14%13%12%

6、11%COMMERCE MEDIA GROWTH 2023 PUBMATIC,INC.ALL RIGHTS RESERVEDGUIDE:BUILDING A COMMERCE MEDIA STRATEGY NOW AND BEYOND /2RISE OF COMMERCE MEDIAIn line with consumer behaviour trends,brands and retailers are embracing the growing commerce media opportunity.Research examining media buyer attitudes towa