DRIVING ROI IN RETAIL MEDIA NETWORKS

AUGUST 2023

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Study objectives and design

DRIVING ROI IN RETAIL MEDIA NETWORKS

Consumer Study

FIELD DATE March 2023

PARTICIPATION n=1669 U.S. retail media shoppers

Integral Ad Science (IAS) conducted a survey to understand industry perspectives on retail media network advertising. This study provides insight into the value and challenges of the rapidly expanding retail media network advertising market for both marketers and consumers, focusing on how media quality can overcome challenges and maximize KPIs in the space.

In addition to consumer data, this study integrates findings with information from external B2B studies and observational data analyses to further understand industry perspectives of retail media network advertising.

RETAIL MEDIA NETWORKS ARE BECOMING A KEY PILLAR OF ADVERTISING STRATEGIES

Retail media networks (RMNs) let brands advertise across a range of digital channels, placing ads in front of consumers who are in a shopping mindset.

More than half of advertisers used RMNs in their advertising strategies in 2022, and this number will continue to grow.1

Proportions of advertisers who used
RMNs in the past year
2022, % of respondents

RMN INVESTMENT IS THE SECOND FASTEST ACCELERATING AD CATEGORY

RMN ad spend is accelerating faster than any other ad category other than CTV, and is expected to grow nearly 26% year-over-year to exceed \$51 billion in 2023.

RMN ad spend in the U.S., 2019-2024 billions, % change, % digital ad spend

RMN AD SPEND IS FOLLOWING CONSUMER SHOPPING HABITS

98% of U.S. internet users shopped on RMNs in the past 12 months — and this behavior isn’t slowing down.

Internet users’ expected change in shopping on RMNs over the next 12 months % of respondents

RMN retail sales in the U.S., 2020-2025 March 2022; trillions, % change, % RMN sales

AS CONSUMERS CONTINUE TO SHOP, RMN SALES WILL INCREASE TO \$1.2 TRILLION IN 2023

RMN sales are expected to continue to grow over the next few years, taking an increasingly larger slice of overall retail sales.

RMN ADS ARE HIGHLY EFFECTIVE AT CAPTURING CONSUMERS’ ATTENTION AND MOTIVATING PURCHASE DECISIONS

ATTENTION

89% %

of RMN shoppers pay attention to at least one type of retail media ad

PURCHASES

86%

of RMN shoppers purchased a product from a retail media ad in the last 12 months

CLICKS

of RMN shoppers clicked on a retail media ad in the last 12 months

RETAIL MEDIA ADS INSPIRE IN-STORE FOOT TRAFFIC

RMNs can work toward measuring in-store purchases when determining the efficacy of RMN ad campaigns.

4%

of RMN shoppers visited a store to shop for an advertised product

20%

of RMN shoppers purchased an advertised product at an in-person store

RMN SHOPPERS PURCHASE PRODUCTS FROM ADS THEY PAY ATTENTION TO

Consumers are most likely to pay attention to and make purchases from ads that promote sales, followed by ads featuring best selling items.

They pay the least attention to and do not purchase products featured in unrelated ads.

Share of U.S. RMN shoppers paying attention to and purchasing types of RMN ads % of respondents

77%

of RMN advertisers agree that expanding targeting options is the most important capability RMNs can offer to deliver an effective campaign

RMN FIRST-PARTY DATA FOR CONSUMER TARGETING IS LIMITED BY PRIVACY CONCERNS

of RMN shoppers are concerned or very concerned about the privacy of their data in retail media networks

Advertisers’ perceptions of the most important future opportunities with RMNs 2023, % of respondents

ALMOST HALF OF RMN
SHOPPERS HAVE
ALREADY OPTED OUT OF
DATA TRACKING
Share of U.S. RMN shoppers who opt out
of data tracking on RMNs
% of respondents

CONSUMERS ARE UNCOMFORTABLE WITH RMNS USING THEIR DATA WITHIN AND OUTSIDE OF RMN PLATFORMS

As RMNs expand to offer advertising options on external sites, these consumer privacy concerns are likely to build.

39% Q。

of RMN shoppers are not comfortable with RMNs using any of their data outside of their platforms %

of RMN shoppers are not comfortable with RMNs using any of their data within their platforms

CONTEXTUAL TARGETING IMPROVES ROI WITHOUT USING COOKIES OR PERSONAL

DATA Brands and agencies both agree that contextual targeting can align with audience interests and improve ROI without invading consumer privacy.

Top benefits of contextual targeting reported by U.S. agency and brand marketers 2022, % of respondents

38%

of RMN shoppers are likely to purchase products from ads that are displayed in relevant contexts on retail platforms

ADVERTISERS MEASURE SUCCESS OF RMN CAMPAIGNS WITH AD COSTS AND GENERATED REVENUE

Industry experts can measure their success by comparing overall ad costs and revenue metrics such as advertising cost of sales and return on ad spend.

Most important KPIs to measure success of RMN advertising, reported by media experts April 2022, % of respondents

COMPARED TO OTHER CHANNELS, EXPERTS PERCEIVE RMN ADVERTISING TO HAVE POOR ROI

Media quality solutions, like viewability measurement, can lift ROI on retail media network campaigns.

Critical challenges that slow growth of RMN advertising investments, according to media experts April 2022, % of respondents

AD VIEWABILITY RAISED CONVERSIONS BY 200%

In an observational analysis of a CPG brand’s Q1 campaign, in-view ads uplifted conversions by 200%.

Observational Study

METHODOLOGY Sample: blinded CPG brand’s Q1 2023 data

APPROACH
We compared
conversions and ROI
across viewable and
not viewable
impressions

200%

conversion lift

AD VIEWABILITY INCREASED ROI BY \$2.25

Observational Study

In the same observational analysis, viewability resulted in a 268% lift in ROI, or an additional \$2.25 return on every dollar spent.

METHODOLOGY Sample: blinded CPG brand’s Q1 2023 data

APPROACH
We compared
conversions and ROI
across viewable and
not viewable
impressions

\$2.25

return on every dollar

RETAIL MEDIA NETWORKS ARE A GROWING PLATFORM FOR SHOPPERS AND ADVERTISERS

RMN platforms will continue to grow as consumers ramp up their online shopping activity.

\$1.2T

Expected retail e-commerce sales in 2023

Expected digital retail media ad spend in 2023

98%

of U.S. internet users shopped on RMNs in the past 12 months

CONTEXTUAL TARGETING REACHES AUDIENCES WITHOUT PRIVACY CONCERNS

RMN advertisers can turn to contextual targeting to reach consumers without using personal data, ensuring consumer privacy and peace of mind.

77%

of RMN advertisers agree that expanding targeting options is the most important capability RMNs can offer

66%

of RMN shoppers are concerned or very concerned about the privacy of their data in RMNs

49%

of RMN shoppers have already opted out of data tracking on RMNs

29%

of media experts say that a leading benefit of contextual targeting is that it does not require cookies or personal information

3 CAPTURING CONSUMER ATTENTION WITH MEDIA QUALITY DRIVES RESULTS

Advertisers can implement media quality solutions like viewability measurement or contextual targeting to inspire consumer purchases and other KPIs.

200% Lift in conversions from ad
viewability for a CPG brand
\$2.25 ROI lift from ad viewability for
a CPG brand
42% of media experts agree thatcontextual targeting improves ROI/ROAS
38% of RMN shoppers are likely topurchase products from
contextually relevant ads

HOW IAS CAN HELP

OFFERING TOOLS FOR VERIFYING RETAIL MEDIA NETWORKS

M

TRANSPARENCY

Through Tags and S2S integrations, IAS provides third party verification for Viewability and IVT across the RMN ecosystem

CONSISTENT MEASUREMENT

IAS is developing capabilities to help clients compare campaign performance between retailers and other channels

COMING

RESULTS

We’re exploring applications for sales lift, multi-touch attribution, campaign overlap analysis, and more

AMER_Retail_Media_Networks_Research_IAS