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1、TheBreakdowneMarketer projects that spending will hit$61 billion by the end of 2024,surpassing all other major U.S.channels,except for CTV.In this report,well tell you all about what this means for your brand and why you should leverage Retail Media this holiday season.Retail Media is in its heydayW
2、hat is Retail Media?Retail Media historically refers to sponsored search ads on retailers ecommerce websites/app.But as the industry evolves so has the definition of“Retail Media.”Retailers have started to offer their advertisers more optionslike display advertising,on-site video advertising,influen
3、cer marketing,off-site advertising,and more.You will typically hear this referred to as a Sponsored Product Ad,Sponsored Search Ad,On-Site Media,On-Site Sponsored Searchor Retail Search.In 2020 Predicted That“Every U.S.retailer with significant site traffic will attempt to become a media platform.Fo
4、rrester sees a growing trend:Amazon pulled in over$10 billion in advertising revenue in 2018,which woke up other retailers that have traditionally competed against Amazon.”Retail Media Margins Far Exceed Other Retail Margins38%70-90%20-40%34%33%31%23%20%19%Retail Media On-SiteRetail Media Off-siteBe
5、autyHomeImprovementDepartmentSportingGoodsElectronicsGroceryGross Margin(%)DrugstoreSources:BCG Commerce Media Survey(2022),N=35;BCG CPG Retail Media Benchmarking Survey(2021).N=100:customer interviews(N=16);10-Ks;company financials(FY 2020 data).What Drives Brand Investment in Retail Media?“Markete
6、rs are turning to Retail Media networks to help them reach consumers with relevant advertising along the purchase journey,as well as measure the effectiveness of that advertising.”Brenda Tuohig,Senior Vice-President of Global Data Partnerships at2.Retailer First-Party Data1.Influence Purchase Decisi
7、ons3.Closed-Loop AttributionBrands are Moving their Budgets to Retail Media 85%Of CPGs are planning tomove more marketing dollarsto Retail Media networks1 in 5By 2023 Retail Media will represent nearly 1 in 5 digital ad dollars.OurResearchSampleBase637GenderMen50%Women50%Age Groups18-2413%25-3418%35
8、-4418%45-5417%55+34%Key QuestionHow does video Retail Media impact consumer online shopping behavior?Objectives1.Understand how consumers prefer to discover new products2.Identify preferred video content(shoppable,reel,influencer,standard sponsored)Sample637 shopped online in past 6 monthsFielded:10
9、/11/21 10/19/21Approach&AudienceApparelHome GoodsGroceriesHome ElectronicsOverall41%*41%*34%33%Female51%*49%*37%22%Male31%34%31%43%*Pet ProductsBeauty ProductsSporting GoodsToysOverall30%25%19%20%Female34%*39%*10%21%Male25%12%27%*18%Items shopped online Apparel and Home Goods were shopped most by co
10、nsumers in the past 6 monthsOver half of consumers shop online via their mobile phonen=637;*indicates a significant difference at a 95%CL Q.What kinds of itemshave you shopped for online in the past 6 months?DeviceMobile PhoneTabletDesktop or Laptop67%*23%45%Consumers prefer to discover new products
11、 browsing online%ranked44%15%15%10%9%6%Browsing Online/GooglePrefer to discover new productsRetailers WebsiteTelevision CommercialsSocial Media Streaming Apps Influencer Content Male consumers are 7 percentage points more likely to have ranked discovering products frominfluencer content as their#1Fe
12、male consumers are 3 percentage points more likely than males to have ranked discovering productsvia social media as their#1Consumers ages 55+picked discovering via retailers websitemore so than other ages56%of consumers prefer to see content from people that have tried the product(influencers)more
13、than content the brand createdn=637 Q.Rank the following in order of how you prefer to discover new products,with 1 being the most preferred Video ads are helpful to consumers when understanding,purchasing and recalling productsn=637Q.How much do you agree with this statement:Video ads help me bette
14、r understand products I am interested in buying,I am more likely to be interested in a product when its accompanied by a video ad,I am more likely to purchase a product Im interested in when its accompanied by a video ad,Video ads make it easier for me to remember the brand in the ad,How likely are
15、you to share a video ad of a product that interest you with a friend?Creating sharable content is the biggest area of opportunity45%44%42%40%34%0%5%10%15%20%25%30%35%40%45%50%Better understand productsVideo helps rememberbrand in adPurchase whenaccompanied by videoInterest whenaccompanied by videoSh
16、are video ad with friendVideo Metrics Consumers ages 25-44 are more likely to share a video of a product that interests them with a friend AgreeLikelyn=637 Q.Which of the following type of ads do you prefer?Video ad preference18%26%16%28%12%Consumers ages 18-24 prefer influencer content significantl
17、y more than other age ranges 25-34-year-olds prefer shoppable videos and live stream videos significantly more than otherage rangesMales prefer live stream videos significantly more than femalesBrand Sponsored VideosReelsShoppable VideosInfluencer ContentLive Stream VideosConsumers favor Reels and B
18、rand Sponsored videos over other ad typesInsights to Action onInsight:Consumers are shopping via their mobile phone more so than their tablets and desktop/laptopsAction:Ensure video ads are mobile optimizedto reach the most consumers1.2.3.Insight:Browsing online/google is the preferred way consumers
19、 discover new productsAction:Explore integrations that help support channels outside the brandInsight:Gen Z prefers video ads be influencer content while Millennials prefer shoppable and live stream videosAction:Target Gen Z with endorsed or reviewed product videos and Millennials with click-to-cart videosThank You!