Sarah: Over the past year, we've been digging deep into RMNs to really understand how the leaders are driving value and where there's room to grow. Retail media is evolving so quickly, and we saw a gap in terms of actionable insights - there's a lot of activity, but not enough clarity. Our goal with this report is to bring transparency to the space. We want to help brands and RMNs see what's working, where the opportunities are, and how they can get more from their efforts. Retail media has so much untapped potential, and by sharing these insights, we hope to help everyone - brands, RMNs, and advertisers - level up their game.
Andrew: It's important that RMNs understand the dynamics of on-site advertising and how they stacks up to the competition. There's a misconception that most of the juice has already been squeezed from on-site advertising, when the reality is there's still so much value to be unlocked. Once RMNs understand how others are monetising, they can devise strategies to improve their own. That could include reconfiguring existing ad slots, adding new formats, improving site experience, or driving more competition among brands.
This report also sheds light on how product category and third-party marketplace dynamics influence RMN monetisation. These factors contribute to a wide disparity in the number of brands advertising on different RMNs, and advertiser diversification is something every RMN needs to consider as they look to scale revenues.
While brands still overwhelmingly prioritising sponsored products (i.e. on-site search), there remains a significant opportunity to expand into other areas that RMNs offer, making it essential to evaluate the effectiveness of various ad placements.
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