{"id":8563,"date":"2024-08-28T16:15:21","date_gmt":"2024-08-28T16:15:21","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/rmn-ad-spending-up-26-but-questions-remain\/"},"modified":"2024-08-28T16:15:21","modified_gmt":"2024-08-28T16:15:21","slug":"rmn-ad-spending-up-26-but-questions-remain","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/rmn-ad-spending-up-26-but-questions-remain\/","title":{"rendered":"RMN ad spending up 26% but questions remain"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Ad spending on <a rel=\"nofollow\" href=\"https:\/\/martech.org\/topic\/retail-media-networks\/\">retail media networks<\/a> (RMN) is projected to increase 26% this year to nearly $55 billion, according to a new study from the ANA. Despite this, it\u2019s clear advertisers are still hesitant about the channel.<\/p>\n<p>RMNs have attracted a lot of attention in the past few years, partly because of the extraordinary proliferation of new entrants in the channel. Even so, the percentage of ANA members using them has remained relatively flat, 58% last year and 60% in 2024. The same is true for upcoming use: 87% said they were unsure\/weren\u2019t going to use them, a three percentage point drop from 2023.<\/p>\n<figure class=\"wp-block-image\"><img decoding=\"async\" alt=\"AD 4nXewNnwdoTTrVfp9uC5GkPoVn KgtxJzmfhqpFPJhGjU0ySIPTX0rx8tyHty25PGG7fyKWlYu6erYwL8SKhwSKduVNvvihDrIGx7Zb3p0c2oCDOZquhI3sIldmUqLFlCn4m56YI0mEnapUr9q13Ff 4WTUg?key=H1TIT5mxPTZoK GMcVveGg\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXewNnwdoTTrVfp9uC5GkPoVn_kgtxJzmfhqpFPJhGjU0ySIPTX0rx8tyHty25PGG7fyKWlYu6erYwL8SKhwSKduVNvvihDrIGx7Zb3p0c2oCDOZquhI3sIldmUqLFlCn4m56YI0mEnapUr9q13Ff-4WTUg?key=H1TIT5mxPTZoK_GMcVveGg\"\/><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXewNnwdoTTrVfp9uC5GkPoVn_kgtxJzmfhqpFPJhGjU0ySIPTX0rx8tyHty25PGG7fyKWlYu6erYwL8SKhwSKduVNvvihDrIGx7Zb3p0c2oCDOZquhI3sIldmUqLFlCn4m56YI0mEnapUr9q13Ff-4WTUg?key=H1TIT5mxPTZoK_GMcVveGg\" alt=\"AD 4nXewNnwdoTTrVfp9uC5GkPoVn KgtxJzmfhqpFPJhGjU0ySIPTX0rx8tyHty25PGG7fyKWlYu6erYwL8SKhwSKduVNvvihDrIGx7Zb3p0c2oCDOZquhI3sIldmUqLFlCn4m56YI0mEnapUr9q13Ff 4WTUg?key=H1TIT5mxPTZoK GMcVveGg\"\/><figcaption class=\"wp-element-caption\"><em>Source: ANA report Retail Media Networks: Optimism Tempered With Caution<\/em><\/figcaption><\/figure>\n<p>The overall increase in RMN spending is because fewer marketers are spending significantly more on the platforms. The number of marketers adding additional retail media platforms is declining, with only 35% saying they will be using more, down from 58% in 2023.\u00a0<\/p>\n<p>Furthermore, there was a significant drop in advertisers using Amazon Advertising, the industry\u2019s leading RMN (accounting for some 77% of all retail media spending). Only 61% are using it, compared to 82% a year ago.\u00a0<\/p>\n<figure class=\"wp-block-image\"><img decoding=\"async\" alt=\"AD 4nXcOXy9vtB2 8qTz4nfz0B 9GVpJHI4AKenYlWHfrhyDUc2qF ASzzzQDoEM9APdcHfc2W5Fb7cnde0hcvCPgl0PytR5PT HKrae3uxkVSy36NObsYyraMd0xjMcvYGmzu5kIpsTPze3RsMZyMJdzzgJMYkV?key=H1TIT5mxPTZoK GMcVveGg\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcOXy9vtB2-8qTz4nfz0B-9GVpJHI4AKenYlWHfrhyDUc2qF-ASzzzQDoEM9APdcHfc2W5Fb7cnde0hcvCPgl0PytR5PT-hKrae3uxkVSy36NObsYyraMd0xjMcvYGmzu5kIpsTPze3RsMZyMJdzzgJMYkV?key=H1TIT5mxPTZoK_GMcVveGg\"\/><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcOXy9vtB2-8qTz4nfz0B-9GVpJHI4AKenYlWHfrhyDUc2qF-ASzzzQDoEM9APdcHfc2W5Fb7cnde0hcvCPgl0PytR5PT-hKrae3uxkVSy36NObsYyraMd0xjMcvYGmzu5kIpsTPze3RsMZyMJdzzgJMYkV?key=H1TIT5mxPTZoK_GMcVveGg\" alt=\"AD 4nXcOXy9vtB2 8qTz4nfz0B 9GVpJHI4AKenYlWHfrhyDUc2qF ASzzzQDoEM9APdcHfc2W5Fb7cnde0hcvCPgl0PytR5PT HKrae3uxkVSy36NObsYyraMd0xjMcvYGmzu5kIpsTPze3RsMZyMJdzzgJMYkV?key=H1TIT5mxPTZoK GMcVveGg\"\/><figcaption class=\"wp-element-caption\"><em>Source: ANA report Retail Media Networks: Optimism Tempered With Caution<\/em><\/figcaption><\/figure>\n<p>Part of this is due to the lack of standardization in measurement among different channels. As one responder put it, \u201cVery important to push retailers on measurement requirements to advertiser\u2019s standards to be on parity with other media outlets.\u201d<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/3-challenges-for-marketers-as-retail-media-networks-evolve\/\" target=\"_blank\">3 challenges for marketers as retail media networks evolve<\/a><\/em><\/strong><\/p>\n<p>However, it is very telling that many advertisers see RMNs as a \u201chave-to-buy\u201d versus a \u201cwant-to-buy.\u201d While 41% see them as a useful marketing tool (up from 31% in 2023), 35% are \u201cmeh\u201d about RMNs and 23% see them as a cost of doing business. Also, 63% of brands said retailers\u2019 influence was \u201ca lot of the reason\u201d they used them.<\/p>\n<p>Even so, advertisers are optimistic about the future of the networks. Two-thirds expect them to become a valuable marketing tool within two years. That is partly because of the continuing work towards measurement standards. It is also a reflection of marketers seeing more opportunities within the RMNs. While once viewed as a strictly transactional tool \u2014 focused on incremental sales and lift, now 68% of advertisers use them for mid- and upper-funnel communications and national brand\/equity plans.\u00a0<\/p>\n<p>The full report can be found <a rel=\"nofollow\" href=\"https:\/\/www.ana.net\/miccontent\/show\/id\/rr-2024-07-retail-media-networks-optimism-caution\">here<\/a> (<em>Registration required).<\/em><\/p>\n<p><strong>Why we care. <\/strong>Marketers, especially CPG companies, initially viewed retail media networks as a business cost with established partners. They have since recognized them as effective sales drivers and potential full-funnel partners. While primarily seen as sales tools, many marketers now believe retail media can enhance consideration and awareness. The importance of RMN first-party data is significant.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/rmn-ad-spending-up-26-but-questions-remain\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Ad spending on retail media networks (RMN) is projected to increase 26% this year to nearly $55 billion, according to a new study from the ANA. Despite this, it\u2019s clear advertisers are still hesitant about the channel. RMNs have attracted a lot of attention in the past few years, partly because of the extraordinary proliferation [&hellip;]<\/p>","protected":false},"author":3,"featured_media":6731,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8563","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>RMN ad spending up 26% but questions remain - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/rmn-ad-spending-up-26-but-questions-remain\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RMN ad spending up 26% but questions remain\" \/>\n<meta property=\"og:description\" content=\"Ad spending on retail media networks (RMN) is projected to increase 26% this year to nearly $55 billion, according to a new study from the ANA. 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