广告支出回报率陷阱.docx

Whyyourretail

mediacampaignsaredeliveringmorethanyouthink

Rethinkhowyoudefineretailmediasuccess.

You’reprobablyfamiliarwithretailmedia’sabilitytosignificantlyboostconversions.Butbeneaththesurface,theresarangeof

metricsandKPIsthatbrandscanusetounderstandjusthowmuchtheirspendispayingoffthroughoutthefunnel.Inshort,thereswaymoretoretailmediathanROAS.

That’swherethisguidecomesin.We’reansweringbrands’most

pressingquestionsaboutthevalueoftheirinvestmentssuchas

AmIgrowingmarketshare?andAmIacquiringhigh-valuenewcustomersonlineandoffline?”Weexploreretailmedias

comprehensivebenefitsfromthetraditionalquantifiablemetricsyoualreadyknowandlovetothesubtler—yet

highlyimpactful—intangibleadvantages.Backedbyexclusive

Criteodatafrom44,000+retailmediabrandcampaignsand

surveyresultsfrombrandleadersaroundtheworld,letsexploretheextensivevalueofretailmedia.

ROAS

INCREMENTALITY

NEWTOBRAND

AVERAGEORDERVALUE

SHAREOFSALES

OMNICHANNEL

COSTPERACQUISITION

REPEATRATE

IMPRESSIONS

SOCIALPROOF

INSIGHTS

PARTNERVALUE

8in10brandsandagenciessaythatretailmediaspendissomewhatormuchmoreeffectivewhenitcomesto

8in10

brandsandagenciessaythatretailmediaspendis

somewhatormuchmoreeffectivewhenitcomesto

salesimpactcomparedtootherchannels.

Source:Criteo,CommerceMediaEcosystemSurvey,Q42023,N=372

ROAS

It’sretailmedia’sbreadandbutter.

Returnonadspendhasbeenthego-tometricformeasuringprofitability,forgoodreason.Retail

mediaconsistentlydrivestremendousROAS,deemingitacriticalmetrictotrack.

Criteo’sglobaldatashowsthatoverthecourseofoneyear,brandsthatadvertisedwithretailmediasawconsistentlyhighROAS,withsignificantspikesduringpeakshoppingseasons.

Brands’retailmediaROASthroughouttheyear

1200%

1000%

800%

600%

400%

200%

0%

Source:CriteoRetailMediaData