Raconteur：2024解锁零售媒体机遇：商业格局演变及其对数字广告的影响研究报告（英文版）（14页）.pdf

1、Unlocking opportunities in retail mediaContents03The retail media evolution0707The development of digital advertising and rise of retail mediaRetail media gives data its time to shine05Making the most of retail medias surge to the top spot09Building the retail media customer experience2U N L O C K I

2、 N G O P P O R T U N I T I E S I N R E TA I L M E D I AEveryones talking about retail media but what is it and why is it suddenly such a big opportunity?The retail media evolutionRetail media is currently enjoying its moment in the sun.Alongside AI,it is one of the hottest topics at advertising conf

3、erences and festivals,and new launches and partnerships are constantly popping up in this space.The latest is Tescos announcement that it is forming a first of its kind partnership with GroupM,the worlds largest media investment group,to make the most of the retailers extensive digital and in-store

4、platforms and customer data.Its a welcome boost to retailers finances,which already operate on razor-thin margins.Rising costs,inflation and a cost-of-living crisis are making for even tougher operating condi-tions.Even the big names are struggling,with the Financial Times reporting that iconic US r

5、etailer Target has seen declining sales across the last financial year.So,what exactly is retail media?And how do advertisers and retailers cope with the switch to becoming what is effectively a new media business,seemingly overnight?Why retail media,and why now?Retail media is an all-encompassing t

6、erm for advertising carried out on or around a retailers owned media.That could be on digital screens in-store,in customer communications such as emails or door-drops,or on its own website in the form of sponsored ads or brand advertising.It also includes social media content such as YouTube how-to