He retail media it has become a key part of advertising strategies and is currently one of the hottest topics within the digital advertising industry. “There are a lot of new digital ad spend coming into Retail Media. That is why we have seen each retailer develop their own Retail Media network in recent years.”stated andrew lipsman, Insider Intelligence analystduring the virtual summit organized by Smart Insider earlier this month. But which networks should brands be paying attention to as they move forward with their Retail Media strategy? From Amazon Even those who are catching up, here we leave you the five Retail Media networks that brands should focus on this 2023.
Amazon continues to visibly dominate the retail media landscape with US ad revenue projected to reach 34.590 million dollars this yeara growth of almost 19% compared to the previous year, according to the forecast of Insider Intelligence. As consumer search behaviors change, Amazon is taking a bigger share of the market. Google still captures the majority of US country search ad dollars, but their participation has decreased by 7 percentage points in the last four years to monopolize 53.9%, while Amazon has increased its share by almost 10 percentage points to 22.5%.
Currently, no retailer comes close to challenging Amazon’s Retail Media dominance. However, Walmart It follows closely behind and has become the only Retail Media business outside of Amazon to have raised more than $1 billion. Last year, Walmart held several improvements in your Retail Media network, including expanding search relevance and moving to a second-price auction model, and announced partnerships with TikTok, Snapchat, and Roku to better target, activate, and measure consumers throughout the marketing funnel. Walmart is expected to increase its digital advertising revenue in the United States by 42% this 2023, surpassing Google, Meta and even Amazon. Plus, its massive physical footprint gives it an edge over Amazon when it comes to in-store Retail Media opportunities.
Albertsons Companies / The Kroger
Currently, these are two separate companies. But if their merger eventually receives regulatory approval, it could result in a physical footprint of around 5,000 stores. The Combined Retail Media network of Albertsons and The Kroger it would be able to reach 85 million American households, creating one of the media channels in America’s largest stores and giving them an advantage over Amazon, Instacart and Walmart. Albertsons’ digital sales rose 33% year-over-year in its fiscal third quarter, while Kroger’s grew 2,022% in the fourth quarter.
Will this be the year that Instacart goes public? That’s a strong prospect considering the company’s success in the fourth quarter, during which it grew revenue by more than 2022% year-on-year and gross profit by more than 50%. Instacart will increase its ad revenue by 41.3% this yearaccording to Insider Intelligence, slightly surpassed by Walmart. Among grocery delivery intermediaries, Instacart continues to dominate, accounting for 73% of digital grocery sales in 2023.
The Klarna Retail Media Network It is also uniquely positioned to reach consumers at the point of purchase through in-app and feed ads, sponsored search placements, and shoppable video content. The number of US Klarna users will reach 88.2 million this year, representing more than a third of the country’s internet users. It is expected to increase to 104.6 million users by the year 2026.