Digiday+ Research: Non-Amazon retail media still not commanding significant ad budgets
Looking past, or around, the proverbial 800-lb. gorilla in the retail media room that is Amazon, other massive retail players in the big box and digital space — including Walmart, Target, Kroger, Best Buy and even eBay — have yet to see large spikes in brand marketing investment in their respective media channels.
A February survey of 59 agency and brand executives found only a thin sliver of marketing spend goes to these retailers, with well over half saying they spend very small amounts or nothing at all on retail media. More than 70% said they spend nothing on either Best Buy or eBay.
And of the 105 agency execs and 40 brand professional respondents surveyed in February who were asked to express levels of confidence in marketing channels, the majority of brand professionals placed their bets on Facebook, Instagram and online display ads. TikTok and Amazon were the two platforms in which brands displayed the least confidence.
As for agency execs, they said they were confident about Google, Facebook and Instagram as marketing channels — and like their brand colleagues, not confident at all in Amazon and TikTok.
Among both sets of respondents, influencers generated little to no confidence.
How Microsoft plans to storm adland: ‘Attribution, CTV, in-game ads and potential M&A’
Microsoft Advertising VP Rob Wilk explains how it plans to burnish its $10bn ad business
Inside Hearst UK’s multi-pronged approach to third-party cookie replacements
Hearst UK's Ryan Buckley and Faye Turner are testing everything from 50,000-person panels to clean rooms.
Out of home fights for greater ad share as it cites better value on action taken by consumers
An OAAA study found that OOH is on par with other media in eliciting action from those consumers who recall seeing the ads. And since it's much less costly, it's a more effective means of influencing consumers.
SponsoredHow marketers and retailers are unlocking the true value of retail media
Ben Kneen, senior director of product management, Xandr It’s a challenging time for retailers in the advertising industry. As they cope with supply chain woes and inflation-related pressures, they seek high-margin revenue streams amid evolving privacy regulations and massive shifts in identity solutions — including IDFA, the deprecation of third-party cookies and more. In light […]
The Rundown: BuzzFeed Inc. revenue up by 26% despite hits to commerce business, expects similar momentum in Q2
Despite significant declines in BuzzFeed Inc.’s commerce business, overall revenue was up, due to increases in the company's advertising and content arms.
The Rundown: Podcast production companies and platforms pitch diverse audiences and ad targeting improvements at IAB’s Podcast Upfront
The three-day podcast-focused event highlighted improvements in dynamic ad insertion, machine learning and diversity of creators, content and audiences.