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 2025 年度营销报告, 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.
但事实证明，每个人看到的东西都不一样。
谁在推动零售媒体的发展趋势？
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.
是什么推动了零售媒体的增长？
当我们向营销人员询问 RMN 在他们的媒体战略中所扮演的角色时，许多人都对 RMN 抱有全渠道的愿景。零售媒体不再仅仅是推动消费者购物的工具。但在这方面，不同行业的差异也很能说明问题。
汽车营销人员再次领跑，即使不是测试新产品的发布，也是在产品上市后购买漏斗的每一步进行测试。零售公司并不那么关注提高品牌知名度，因为消费者已经在他们的平台上，但大多数其他行业都是如此。事实上，除零售和技术行业外，我们调查的所有其他行业都优先考虑将 RMN 用于顶部漏斗使用案例，而不是低漏斗转换。
营销人员如何使用零售媒体？
RMN 可以支持漏斗上下游的营销活动，原因之一是它们提供了多样化的广告形式。例如，亚马逊在搜索结果提要、展示广告、视频广告和各种赞助品牌配置中提供赞助产品位置，营销人员可利用这些广告在商店内推广自己的品牌。营销人员还可以利用亚马逊的第一方信号，在亚马逊拥有和运营的物业之外，针对站外消费者进行营销。
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.
当我们按垂直行业查看相同的媒体支出数据时，我们发现食品和饮料品牌倾向于显示屏。我们还注意到电信品牌对赞助产品的依赖程度很低，而娱乐品牌对视频的依赖程度很高。
零售媒体 2025 年的优先事项
RMN 应从这些见解中得到什么？
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.
如今，大多数行业的营销人员在衡量全渠道零售媒体营销活动的成功与否时，往往更依赖于平台内归因工具，而不是独立的第三方测量解决方案。RMN 要想发挥真正的潜力，就必须改变这种状况。
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 2025 年度营销报告.
