1、Retail Media Advertising:How Brands Can Boost Product Visibility and Sales in 2023&BeyondConfidential|Copyright ChannelAdvisor 2023Your Presenters2Greg IvesDirector,Product Marketing ChannelAdvisorBradley HearnProduct Marketing Manager,ChannelAdvisor3Confidential|Copyright ChannelAdvisor 2023Consume

2、r JourneyRetail Media LandscapeStrategies for SuccessKey TakeawaysTodays Agenda12344Confidential|Copyright ChannelAdvisor 2023The Consumer Journey5Confidential|Copyright ChannelAdvisor 2023Consumer Journey is More Varied Than EverConfidential|Copyright ChannelAdvisor 2023We Surveyed Over 5,000 Onlin

3、e Consumers6Active online shoppers,who had purchased at least one item online in the last 12 months51%Female,49%MaleAge range:18-65+Self-administered,30 questionsUSA(1002)UK(1000)France(1001)Germany(1005)Australia(1001)In partnership withConfidential|Copyright ChannelAdvisor 2023The Journey BeginsQ:

4、When you go online to buy products,where do you begin your product search?US&Europe7THE JOURNEY BEGINSConfidential|Copyright ChannelAdvisor 2023The Number of Digital Touchpoints is on the Rise8Q:On average,how many total websites(e.g.,search engines,marketplaces,brand websites,etc.)do you visit on y

5、our buying journey before actually purchasing a product?18%170%2-45+12%Confidential|Copyright ChannelAdvisor 20239The Popularity of Marketplaces Continues to GrowGlobal consumers who say they regularly use multiplemarketplaces for browsing,shopping or buying76%Confidential|Copyright ChannelAdvisor 2

6、02310Q:How many online marketplaces do you tend to use for browsing,shopping or buying on a regular basis?Global consumers who have purchased from foreign marketplace in the past 12 monthsThe Popularity of Marketplaces Continues to GrowConfidential|Copyright ChannelAdvisor 2023Marketplaces Lead to D

7、iscovery11Q:How have you discovered the products youve purchased online?Browsing marketplacesBrowsing brand or retail websitesWord of mouthAmazon recommended productsSocial media sitesGoogle ads42%30%18%38%Source:Dynata/ChannelAdvisor survey:5,000 active consumers polled evenly across all age groups

8、 and genders,Aug 202223%23%12Confidential|Copyright ChannelAdvisor 2023Confidential|Copyright ChannelAdvisor 2023Q:In the past 12 months,have you clicked on a Sponsored or Promoted Product ad that you saw on a marketplace or retail site?1350%40%30%20%10%0%42%Global consumersThe Rise of Retail MediaC

9、onfidential|Copyright ChannelAdvisor 2023Q:Have you ever purchased an item on Amazon after seeing an ad for that product on Amazon?1418-2526-3536-4546-5556-6565+55%57%47%41%32%33%45%US consumers57%European consumersThe Rise of Retail MediaConfidential|Copyright ChannelAdvisor 202316Confidential|Copy

10、right ChannelAdvisor 2023Retail Media LandscapeConfidential|Copyright ChannelAdvisor 2023Amazon Advertising Revenue Growing RapidlyAdvertising revenue grew 25%to$9.5 billion in Q3Past 12 months ad revenue was$36 billion17Source:Amazon18Confidential|Copyright ChannelAdvisor 202319Confidential|Copyrig

11、ht ChannelAdvisor 2023eMarketer:The retail media market is forecasted to grow by nearly 25%over the next two yearsRetail Media Continues Growth20Confidential|Copyright ChannelAdvisor 2023Sponsored ProductsSponsored BrandsSponsored DisplayStores*Amazon,Amazon Advertising,and all related logos are tra

12、demarks of A,Inc.or its affiliatesAmazon Advertising Ad Types21Confidential|Copyright ChannelAdvisor 2023Mobile browser and apps banner adsDesktop browser and apps display adsOTT,OLV and Amazon DSP video adsAmazon DSP(Demand-Side Platform)22Confidential|Copyright ChannelAdvisor 202323Confidential|Co

13、pyright ChannelAdvisor 202324Confidential|Copyright ChannelAdvisor 202325Confidential|Copyright ChannelAdvisor 202326Confidential|Copyright ChannelAdvisor 202327Confidential|Copyright ChannelAdvisor 202328Confidential|Copyright ChannelAdvisor 2023Top Successful StrategiesCopyright ChannelAdvisor 202

14、3Focus on four key elements of retail media success:1.Optimize content2.Target the right audience3.Segment your catalog4.Automate your campaigns29CONTENTTARGETINGAUTOMATIONCATALOG SEGMENTATIONElements of Retail Media SuccessCopyright ChannelAdvisor 202330Focus on four key elements of retail media su

15、ccess:1.Optimize content2.Target the right audience3.Segment your catalog4.Automate your campaigns5.Test your campaigns.constantlyCONTENTTARGETINGAUTOMATIONCATALOG SEGMENTATIONElements of Retail Media Success31Confidential|Copyright ChannelAdvisor 2023Fully optimized titles,bullets&descriptions will

16、 allow consumers to have the ideal shopping experience.Be sure to:Provide six or more clear&high quality imagesInclude 80 or more product-identifying characters in titlesDevelop a detailed product description to give consumers ultimate buying confidenceProvide concise and catchy bullets that simplif

17、y&describe the product#1 Dont Neglect Your Product Content32Confidential|Copyright ChannelAdvisor 2023A+Content allows you to develop a brand or product story that invites the consumer on a digital journey.Leveraging creative modules and in-depth product comparisons will create an eye-catching below

18、-the-fold asset.Amazon says A+Content increases total sales by 3%-10%Eye-pleasing creative thats easier for the consumer to understandProduct Spotlight modules that compare and contrast across other items you offerA+Content Creates A Curated Customer Journey33Confidential|Copyright ChannelAdvisor 20

19、23For optimal product page coverage:Target your own ASINs to eliminate competitor real estateProvide a boost with high impression placement to increase conversion from other paid sources(Sponsored Brands or Display)Use the Product Page Percentage adjustment to give your ads the upper hand#2-Refine T

20、argeting on Your PDPs With Sponsored Products34Confidential|Copyright ChannelAdvisor 2023Significant opportunities to protect or conquest using product detail pages35Confidential|Copyright ChannelAdvisor 2023Product TargetingTarget other competitors with placements right below the Buy BoxSegment pro

21、duct targeting campaigns similar to Sponsored ProductsPromote your promotionsAudiences(Remarketing)Align your audience campaigns by having a single ad group and multiple adsRemarket consumers who have previously viewed your product or one similar to attract them back to the product pageSponsored Dis

22、play Ads36Confidential|Copyright ChannelAdvisor 2023Use Sponsored Brand Videos to:Show off branded content that gives the consumer a welcoming inviteAdvertise a top seller or relevant product with high reviews and ratings Create brand and non-brand campaigns to also attract past purchasers as well a

23、s new customersSponsored Brand Video37Confidential|Copyright ChannelAdvisor 2023#3-Account Structure Enables Automation38Confidential|Copyright ChannelAdvisor 2023#3-Account Structure Enables Automation39Confidential|Copyright ChannelAdvisor 2023Automatically manage ads based on filter criteria that

24、 you set Automatically add products to an ad group(or unpause them)as they meet the defined criteria Pause ads for products that no longer meet the criteriaLeverage product and sales data from all of your marketplace listings#4 Automate Your Ad ManagementConfidential|Copyright ChannelAdvisor 202340R

25、etail Media will continue to represent a significant part of overall digital ad marketEvery Brand needs a strategy to remain visible on their wholesale partnersAd formats increasingly cover all levels of the funnel with new formats like video Automation is key to building a successful,scalable strategyLike other digital ad programs,a data driven strategy drives the best resultsKEY TAKEAWAYSConfidential|Copyright ChannelAdvisor 202341A Multichannel Commerce Platform Built for Efficient GrowthQuestions?Thank YouPhone866-264-8595EUpcoming W