Retailers are exploring new ways to exploit their e-commerce stores and generate revenue. Retail Media is one of the fastest growing trends and it is expected that in the future it will be a market of $61.15 billion in 2024according to the report of eMarketer.
In the first report that eMarketers, a market research company, has done on Retail Media, it has been possible to know which of all the platforms is more interesting for advertisers. The classification was made based on the opinion of a group of 145 advertisers who took into account aspects such as traffic, data, return on advertising investment and the ease of use of the platform, who was the winner and why? ?
eBay overtakes Amazon
eBay ads has been the winner, beating Amazon, the creator of this advertising model. The company founded by Jeff Bezos launched its advertising network in 2012, allowing the online traffic of its platform to be monetized through its internal advertising networks. In recent years, a large number of platforms have joined the trend, because it has been seen that it is a very lucrative business model for brands.
Currently, there are Top 11 retail media networks in the United States and eMarketers studied the 13 key attributes. In the list are: amazon ads, Kroger Precision Marketing, Best Buy Ads, CostcoWholesale, Instacart Ads, eBay ads, The Home Depot Retail Media+, Macy’s Media Network, Roundel (Target), Walmart Connect Y Wayfair Media Solutions.
The proliferation of these advertising networks has caused more and more competition and it is more difficult to differentiate. However, the key to success is to offer a strong model to partner brands.
In the eMarketers report, they explain that the most important attributes for advertisers is traffic escalation, right where Amazon leads. However, eBay leads in two very important aspects: traffic quality and general targeting and measurement, and this is what made it the best Retail Media platform.
Attributes that have been analyzed
- traffic quality
- traffic scale
- Store/omnichannel sales data
- Audience targeting capabilities
- First-hand consumer information data
- Return on ad spend (ROAS)
- Metrics/Key Performance Indicators (KPI) Reports
- ad relevance
- Easy to use
- Closed Loop Sales Attribution
- ad loading
- Variety of ad formats available
- Off-site targeting capability
List of the best Retail Media platforms in order
- eBay
- amazon
- Macy’s
- Best Buy
- instacart
- Wayfair
- Costco
- Home Depot
- krugers
- Walmart
- target