Few media developments have garnered as much attention as retail media networks (RMNs) over the past few years. They’ve been described as the third wave of digital advertising (after search and social media), the Holy Grail of advertising, and the future of all media. Retail media presents advertisers with an enticing offer—to better connect with their consumers using robust first-party data.
The offer is an appealing one that marketers are choosing to invest in. According to eMarketer, retail media spending will reach $60 billion in the U.S. this year and $100 billion by 2028. Despite current economic uncertainty and difficult market conditions, retail media in the U.S. is expected to grow 20% in 2025, compared to 4.3% for the total ad market and 3.7% (at most) for retail sales. In our Laporan Pemasaran Tahunan 2025, we asked global marketers about their plans for the next 12 months, and 65% of marketers said that RMNs would play a bigger part in their media mix. Only 2% are planning to pull in the reins. Clearly, retail media is on everyone’s mind.
Tetapi setiap orang melihat sesuatu yang berbeda di dalamnya, ternyata.
Siapa yang mendorong tren media ritel?
While globally 65% of marketers believe that RMNs will play an increasing role in their media mix this year, that figure varies by region. North American marketers lead the way, with 74% saying that RMNs were more important than last year, up from 64% in 2024. Marketers in Latin America and the Asia-Pacific region aren’t far behind at 69% and 68%, respectively. While the Asia-Pacific region did see a decline from last year in those planning increases, a greater percentage planned to keep their retail media spending the same as last year. Europe was the outlier with only 48% planning increases, down from 59% in 2024. This market is highly fragmented and stringent privacy regulations limiting the use of customer data for targeting purposes may be making it more challenging for these marketers to see the full benefits from RMNs.
If we analyze responses by industry instead of region, we can see striking differences in RMN adoption as well. Auto marketers are ahead of the curve, while travel & tourism marketers seem to be more cautious at this stage.
Apa yang mendorong pertumbuhan media ritel?
Ketika kami bertanya kepada para pemasar tentang peran RMN dalam strategi media mereka, banyak dari mereka yang memiliki visi yang lengkap. Media ritel bukan hanya tentang mendorong konsumen untuk mengisi keranjang belanja mereka. Tetapi di sini juga, variasi berdasarkan industri sangat jelas.
Pemasar otomotif kembali menjadi yang terdepan, jika bukan untuk menguji peluncuran produk baru, tetapi pada setiap langkah dalam proses pembelian setelah produk mereka berada di pasar. Perusahaan ritel tidak terlalu peduli untuk meningkatkan visibilitas merek karena konsumen sudah ada di platform mereka, tetapi sebagian besar industri lain peduli. Faktanya, di luar ritel dan teknologi, semua industri lain yang diwakili dalam survei kami memprioritaskan penggunaan RMN untuk kasus penggunaan saluran atas daripada konversi saluran bawah.
Bagaimana pemasar membelanjakan uangnya untuk media ritel?
Salah satu alasan mengapa RMN dapat mendukung kampanye pemasaran di atas dan di bawah corong adalah keragaman format iklan yang mereka tawarkan. Amazon, misalnya, menawarkan penempatan produk bersponsor di feed hasil pencarian, iklan bergambar, iklan video, dan berbagai konfigurasi merek bersponsor yang dapat digunakan pemasar untuk mempromosikan merek mereka di dalam toko. Pemasar juga dapat menggunakan sinyal pihak pertama Amazon untuk menargetkan konsumen di luar situs, di luar properti yang dimiliki dan dioperasikan oleh Amazon.
We turned to Nielsen’s Ad Intel data to understand how brands typically split their retail media budgets between different ad formats on Amazon. Globally, sponsored products capture 40% of those budgets, followed by sponsored brands (24%), display (20%), and video ads (16%). It’s not surprising to see the bulk of retail media spend going to sponsored products, the most native of all ad formats on RMNs. But the patterns vary greatly from country to country. Sponsored brands and display ads dominate in Germany, for instance, while marketers in the U.K. are all-in on video ads.
Ketika kami melihat data belanja media yang sama berdasarkan vertikal, kami menemukan bahwa merek makanan dan minuman cenderung condong ke tampilan. Perhatikan juga betapa sedikitnya merek telekomunikasi yang mengandalkan produk bersponsor, dan seberapa banyak merek hiburan yang mengandalkan video.
Prioritas 2025 untuk media ritel
Apa yang harus diambil oleh RMN dari wawasan tersebut?
First, they need to look beyond shopper marketing and realize that brands are expecting them to be connected to the greater advertising ecosystem to help them meet a wide variety of marketing objectives. Off-site media spend is expected to grow 2-3X faster than on-site media spend for RMNs over the next couple of years. It’s a huge opportunity for them to capture a bigger slice of the advertising pie.
Pemasar di sebagian besar industri saat ini cenderung lebih mengandalkan alat atribusi dalam platform daripada solusi pengukuran pihak ketiga yang independen untuk mengukur keberhasilan kampanye media ritel saluran penuh mereka. Hal ini perlu diubah agar RMN dapat memenuhi potensi mereka yang sebenarnya.
RMNs are going to need to up their game and usher in what BCG has called Retail Media 3.0: A greater focus on media excellence (providing media options comparable to, and compatible with, the rest of the advertising ecosystem) and on developing strategic relationships with their brand partners. Both of those focus areas point to an increased need for independent measurement.
For more insights on global marketers’ concerns and priorities this year, please check out our fresh-off-the-press Laporan Pemasaran Tahunan 2025.
