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1、Commerce MediaMarket-Altering Trends to WatchConsumerConsumer confidence confidence turnedturned a cornera corner,marked by signals like increased air travel,lower unemployment levels,and fully booked restaurants.Optimism was Optimism was quickly eclipsedquickly eclipsed by prudenceby prudenceas the
2、 onset of war rocked the world economy,upending energy prices and an already tenuous relationship between global supply and demand.While disruption continues to impact citizens on every continent,creativity in the tech space is skyrocketing(see ChatGPT),retailers retailers are realizing theirare rea
3、lizing their position as media position as media heavyweightsheavyweights,and advertisers are gaining more chances to reach their customerseverywhere shoppable moments happeneverywhere shoppable moments happen.At Criteo,we couldnt be more energized about the commerce media potential unfolding.Our un
4、ique position at the center of commerceat the center of commercemeans we have more than 22,000 profound sources of inspiration 22,000 profound sources of inspiration and intel:our clientsand intel:our clients.What follows are key trends weve identified based on our conversations with them.Were commi
5、tted to enriching the entire advertising ecosystemenriching the entire advertising ecosystemby building solutions that help our clients capture every opportunity that commerce media enables.Together,the future is ours for the taking.The past year saw a reckoning for commerce.The Forces ShapingShoppa
6、ble Moments EverywhereBrian GleasonChief Revenue Officer 2023OmnichannelData MonetizationBrand BudgetsAgency PartnersBudget MigrationGenerative AIGen ZGoing OffsiteProgrammatic SKUSustainabilityCommerce MediaMarket-Altering Trends to WatchWHATS INSIDERetailers and brands will forge powerf
7、ul partnerships to unlock the impact of every customer touchpoint and deliverseamless experiences.TREND 1OmnichannelBecomesEssential:Omnichannel and phygital isnt ONE strategy,its the ONLY strategy.The blurring intersection of online and offline will require retailers and brands to step on the gas t
8、oward a fully integrated commerce future.The increase in share of in-store buyers who visit a retailers website.*Customer retention rate for businesses that have a robust omnichannel strategy.Shoppers who buy in-store purchase 1.72x more often1.72x more oftenwhen they also visit a retailers website.
9、*of consumers want to pick up a purchase they made online.89%+14%YoY*Criteo Data,US,2023.Retailers who generate sales online and in stores.Invesp ShopifyTREND 1ROPO(research online,purchase offline)Digital teams lose budget when sales happen in store,making a unified view of conversion mandatory.Cro
10、ss-channel attributionThere is an increasing need for last-mile control and understanding,detailed measurement,and pricing insights.Exponential potentialAdvertisers can no longer silo any format,channel,or touchpoint and hope to keep up.Tighter omnichannel today translates to huge benefits tomorrow.
11、Phygital attractionPre-store visit user research habits and adoption of wearable tech,which can ping shoppers with in-real-life recommendations,are increasing.Key drivers:Consumers couldnt care less about channels59%1.72xof consumers say that before making a purchase,they search online for promotion
12、s,discount codes,and offers.Criteo Shopper Survey,Global,Q4 2022-Q1 2023,N=24,56185%Retailers will rally around the power of their assets and expand data capabilities for measurement.TREND 2DataMonetizationRedefined:$40 Billion$80 Billion eMarketer StatistaAs retailers and marketers begin to innovat
13、e together,retail media networks will compete against Amazon beyond digital by contributing to in-store sales.TREND 2First-party,closed-loop featuresWithout these truth sets,everything is off the table for digital advertising.Alternate identifier riskThird-party cookie replacements will be vulnerabl
14、e to growing privacy regulations.The promise of programmatic retailWith retail media expanding offsite,closed-loop campaigns run outside of retailer environments will bring awareness and sales closer together.Key drivers:Moving forward,the best bet is a retailer data set.Retailer data is changing th
15、e programmatic paradigmUS retail media ad spend in 2022,more than triple its 2019 pre-pandemic total.Projected US retail media spend by 2026.Retail media will move up funnel,taking a greater share of brand spend.TREND 3Brand BudgetGoldrush:Gains reported by companies who get a clearer understanding
16、of consumer preferences and behavior at the early stages of their buying journey without increasing the marketing budget.McKinseyMarketers will shift focus from standard KPIs(ROAS,incrementality)to more decision-oriented,forward-looking metrics(Profitability by SKU,Forecast of Demand)in order to opt
17、imize every outcome toward sales.TREND 3The Great ReorganizationUnilever and others have restructured such that support functions,like marketing,now report directly into sales.A collapsed funnelConsumers today often go from awareness to click in a few seconds.Marketers increasingly need to brand as
18、they sell and sell as they brand.Eyes on marginsAll paid media must show that its moving the needle for online or in-store sales,and quickly.Key drivers:In 2023,revenue trumps everything.Brand and performance are now one+30%efficiency+10%top-line growthWith media campaigns accountable to more granul
19、ar reporting and tactics,comprehensive campaign management will become even more critical.TREND 4Agencies Retoolto Become Mastersof Commerce:Enterprise commerce media value at stake in the US by 2026Non-creative stakeholdersCommercial and shopper marketing leads with sales incentives expect deeper r
20、eporting that demonstrates growth,not just ROAS.Media planning complexityMasters of commerce capable of executing across retail and the new media landscape are most-wanted talent.Commerce divisionsDentsu,Omnicom,Publicis,IPG,and WPP have created dedicated commerce teams and solutions to capitalize o
21、n the momentum.Fewer full-time employeesAgencies are taking a holistic approach to multichannel campaigns with the help of AI and automation.Revenue potential for ad agencies by 2026 that deliver high-efficiency performance marketing for clients or help firms set up media planning and buying capabil
22、ities.McKinseyA new breed of commerce expert is in demandIn 2023,agencies will go beyond platform reliance and help clients bridge retail and media with bilingual commerce specialists(a.k.a.media and ecommerce experts).TREND 4Key drivers:New commerce models will shortcut operations and distill outco
23、mes.$1.3 trillion$5 billion2023 will define fluid campaign and budget allocation,with spend moving across and between sources and partners as new media inventory becomes available.TREND 5Massive MediaBudget MigrationContinues:In 2022,global investment in retail media platforms amounted to$110.7 bill
24、ion,which will rise to$121.9 billion in 2023,according to GroupM.of senior agency professionals agree that newer digital channels like retail media will deliver greater ROI than search or social.Criteo Agency Survey,Q4 2022,N=842 AdWeekDriving revenue this year will require shifting funds out of low
25、er performing and/or less measurable channels to ones where positive impact can be directly reported up the chain.TREND 5Economic environmentUncertainty across the tech industry means that while testing new channels is still possible,every dollar must count.CTV advertisingWith little to no increment
26、al budget assigned to streaming services like Paramount+,Disney+,and Netflix,dollars will have to come from another pocket.In-market shoppersFinding audiences with high intent to purchase is king in 2023.Retail media marks the emergence of the next essential channel for advertising.Key drivers:In 20
27、23,budget migration is THE growth opportunity for media buyers.New and emerging channels are gaining ground61%In search of scale,retailers will provide new solutions and packages to support offsite advertising.TREND 6Going Offsiteinto theOpen Web:The projected spend on offsite retail media ads in 20
28、23,or 14.5%of retail media ad revenues.In 2020,offsite spend was only$1.83 billion or 8.8%of the total.eMarketerInto the great wide openRetailers will enable brands to reach their audience on the open web to light up more revenue opportunities.TREND 6Onsite inventory cappingMonetizing digital assets
29、 on retailer sites(video,display,sponsored ads)offers valuable yet limited placement opportunities.Upper-funnel needsOffsite allows for upper-funnel tactics,without losing the lower-funnel metrics.Video and CTVRetail medias scope is growing as networks move up funnel into brand-oriented CTV campaign
30、s,as well as shoppable video.Key drivers:For retailers,offsite is the next frontier.$6.54 billionChatGPT and new algorithmic tactics will begin to apply almost-human capabilities to wider digital interactions,including search and ads,and gain a permanent seat in the ad tech agenda.TREND 7GenerativeA
31、I:of consumers say that their loyalty to a brand increases when they can communicate with automations like chatbots to resolve issues sooner.Live PersonIn 2023,retail-specific generative AI tools will help retailers and brands transform the shopping experience.TREND 7Creative disruptionChatGPT is al
32、ready changing how copywriting,design,coding,and editing gets done(e.g.content updates,3D models,image mockups,personalization).Enhanced customer assistanceConversational AI can improve customer service in chats,phone calls,and social media.No links,fewer adsInstead of providing an infinite list of
33、links and SKUs as Google does,ChatGPT sifts through sources to deliver a single answer.More signals,better recommendationsInstacart and other retailers are experimenting with AI tools that account for shopper-specific concerns like budgets and seasonality.Key drivers:The AI revolution is in full for
34、ce,and those who dont join risk being left behind.ChatGPT is rewriting marketing and retail playbooks68%of consumers ages 18 to 24 prefer to interact with a chatbot over a human to discover a product.60%Gen Zers will get deserved attention beyond TikTok as advertisers seek growth.TREND 8Cracking the
35、Gen Z Code:Whats important to Gen Z when buying from a retailer or brand:of Gen Zers are willing to pay more for sustainable products,a higher share than any other generation.-Criteo Shopper Survey,Q4 2022 Q1 2023,Global,N=24,561Marketers will leverage a combination of tactics and platforms to sell
36、more efficiently to the worlds most conscientious consumers.TREND 8Grown-up spendersMost(58%)of Gen Zers in the US are now adults no longer beholden to their parents pocketbooks.Intentional consumerismSustainability,affordability,diversity,and inclusion are among Gen Zs criteria and value assertions
37、 when shopping.Digital paymentsContactless options and new partnerships with brands are reaching critical mass,making it easy for Gen Z to transact freely.Influencers and livestream shoppingWith sway over what Gen Z buys,influencer marketing has reached maturity on performance.Uniqlo,Walmart,and oth
38、ers are capitalizing on the momentum.Key drivers:The adult version of Gen Z is here,and brands should care.A lot.Gen Zs new spending power is changing commerce68%say brand valuessay eco-friendly options62%42%Advertisers will go granular on product-level sales and competitions against private labels
39、and other DTC brands.TREND 9Product SKUPrecision Creates New Outcome-Based Media:The number of product SKUs that Criteo is integrated with across 22,000 advertiser clients,including 1800 brands AdExchangerProduct SKU-level reporting and targeting will become more attractive for advertising outcomes.
40、TREND 9Cookie deprecationWith Google planning to phase out support for third-party cookies by the end of 2024,SKU and store are becoming key targeting criteria.The rise of shoppable momentsAccurately recognizing when consumers are in the act of shopping online will become more challenging.A retail m
41、edia mindsetMany progressive marketers,influenced by shopper and trade marketing,will focus on moving more products off shelves quickly and profitably.Key drivers:2023 is the year everything goes granular,and profitability comes first.Hail to the SKU4 billionRetail Media Sellers are transforming the
42、 advertising landscape in a positive way with vast amounts of permissioned first-party data,including SKU level transaction data that can be used to create closed looped measurement that validates the advertisers investments.With climate change now at everyones doorstep,industry players will acceler
43、ate actions that reduce their environmental impact.TREND 10Sustainabilityin Advertising:Marty Krtk-Katz,CEO of Blockthrough,quoted in Digiday PlaygroundxyzIn 2023,media buyers and owners will prioritize eco-conscious practices across every aspect of their business.TREND 10Carbon-neutral campaignsYah
44、oo,OpenX,GroupM and others are tapping into planet-first products and PMPs and carbon calculators that measure carbon output and incentivize offsets.Net-zero emissions marketplacesEnterprise climate platforms are emerging,capable of connecting companies to networks of vendors that help clean up oper
45、ations,literally.Attention-monitoring techEye-tracking and other advanced measurement and optimization solutions are making it easier to understand the relationship between attention and ad effectiveness.Key drivers:In 2023,sustainability includes both the front office and the back end of advertisin
46、g.Campaigns that see more greenon average by removing ads consumers paid attention to for less than half a second.Emissions fell 63%and attention increased 40%Interestingly,it turns out that some of the ad experiences that consumers find the most annoying are also bad for the environment.”Criteo(NAS
47、DAQ:CRTO)is the global commerce media company that enables marketers and media owners to drive better commerce outcomes.Its industry leading Commerce Media Platform connects 22,000 marketers and thousands of media owners to deliver richer consumer experiences from product discovery to purchase.By powering trusted and impactful advertising,Criteo supports an open internet that encourages discovery,innovation,and choice.For more information,please visit .About Criteo