Cov khw muag khoom Media Networks muaj lub sijhawm tab sis nws yuav tsis kawg

Retail Media Networks (RMNs) yog ib txoj hauv kev zoo nkauj ntawm kev piav qhia cov neeg muag khoom muaj peev xwm siv lawv tus kheej cov khoom siv los muag kev tshaj tawm rau cov hom, zoo li cov cuab yeej tshaj tawm. Tab sis muaj ob qhov sib txawv tseem ceeb.

Tsis zoo li cov khoom siv xov xwm, cov khw muag khoom tau nkag mus rau lawv cov neeg siv khoom cov ntaub ntawv yuav khoom, uas nyob rau hauv lub ntiaj teb cov ncuav qab zib-tsawg yog cov khoom muaj nqis ntawm kev pom uas nyuaj zuj zus thiab / lossis kim kom tau txais - thiab cov khw muag khoom siv tau cov ntaub ntawv los pab coj lawv cov neeg tshaj tawm. siv nyiaj ntau dua.

Thiab tsis zoo li nrog cov khoom siv xov xwm, cov neeg siv khoom ntawm cov chaw muag khoom yog qhov tseeb hauv kev xav yuav khoom. Ntau dua li sim cuam tshuam cov neeg siv khoom los ntawm kev nyeem txog qhov xwm txheej tshiab los yog kev ua yeeb yam zoo nkauj nrog kev tawm ntawm cov ntsiab lus rau, hais tias, kho dev, RMNs tuaj yeem tsom nrog qhov tseeb ntau dua - "Huag, koj tab tom nrhiav kev kho dev? Nov yog qee qhov kev txhawb nqa los xav txog. "

Yog li nws yuav tsum tsis txhob xav tsis thoob tias kev txaus siab - thiab siv - hauv RMNs loj hlob zoo li gangbusters. Statista kwv yees tias $ 52 billion yuav siv rau RMNs hauv 2023. McKinsey kwv yees tias kev siv nyiaj yuav nce mus txog $ 100B los ntawm 2026, lossis kwv yees li ob npaug. Txhawm rau muab qhov ntawd rau hauv cov ntsiab lus, Statista hais tias thoob ntiaj teb cov nyiaj tau los tshaj tawm digital yuav yog $ 616 nphom hauv 2023, thiab yuav tsum tshaj $ 1 trillion los ntawm 2027. Tseem muaj kev loj hlob zoo, tab sis tsis yog ze li ntawm tib lub sijhawm li RMNs - GroupM kwv yees tias RMN kev siv nyiaj loj hlob yuav zoo tshaj tag nrho cov kev tshaj tawm digital txog xyoo 2027.

Tab sis tsis yog txhua lub tuam txhab uas siv nyiaj rau kev tshaj tawm digital yog tus neeg sib tw los siv rau ntawm lub khw muag khoom lub vev xaib - tsawg kawg, cov khw muag khoom yog cov neeg siv nyiaj digital loj thiab lawv yuav tsis siv rau lwm qhov chaw. Leej twg siv RMNs? Consumer pob zoo tuam txhab uas muag (CPGs) - lub teb chaws hom tshwj xeeb. Kev tshawb fawb Forbes qhia tau hais tias 74% ntawm cov khoom lag luam twb muaj peev txheej rau RMNs, thiab Wakefield Kev Tshawb Fawb Kev soj ntsuam ntawm CPG hom nrog cov peev nyiaj tshaj tawm ntawm $ 100 lab lossis ntau dua pom tias 64% ntawm cov tuam txhab no xav tias lawv yuav nce lawv cov nyiaj siv rau RMNs hauv 2023.

Qhov no yog thawj qhov teeb meem ntawm lub qab ntug, tab sis, vim hais tias raws li tib lub Wakefield Research daim ntawv ntsuam xyuas, feem ntau CPG hom tsis siv nyiaj ntxiv rau RMNs. Cov nyiaj tuaj qhov twg? Kev lag luam nyiaj txiag. Kev siv nyiaj ua lag luam yog cov kev sib cog lus, cov nqi tso kawm, thiab lwm yam kev txhawb siab uas CPG cov tuam txhab muab tso rau ntawm lub rooj hauv kev cog lus lawv ua nrog cov khw muag khoom. Hauv kev lag luam khoom noj khoom haus, ntau npaum li 40% ntawm kev muag khoom yog tsim los ntawm kev txhawb nqa nyiaj txiag los ntawm CPG cov nyiaj lag luam. PwC cov Tswv yim& kwv yees tias hauv Asmeskas ib leeg, CPG kev lag luam siv nyiaj ntau tshaj $ 200 billion. Booz & Tuam Txhab hais tias CPG cov tuam txhab siv nyiaj ntau npaum li 25% ntawm kev muag tag nrho ntawm kev lag luam siv - ntau dua li lawv siv rau kev tshaj tawm digital feem ntau.

Txawm li cas los xij, thaum RMNs tau nyob ib puag ncig ntev - Kuv tau sau kuv thawj daim ntawv tshawb fawb ntawm Forrester ntawm lub cev muag khoom tshaj tawm xov xwm ntawm Walmart's hauv khw TVs hauv 2005 - digital yog qhov txawv txav. Thawj zaug tej zaum puas tau, cov khw muag khoom txaus siab hla cov kwj deg ib zaug untouchable pauv nyiaj vs. advertising.

Nws yog ib qho yooj yim los qhia qhov no yog qhov tseeb - txhua tus neeg muag khoom nrog lub vev xaib thiab qee qhov kev khiav tsheb tau qhib lub khw muag khoom xov xwm, ntau yam tsis ntev los no txog 2021 lossis 2022. Cov npe tsis tiav: Amazon, Walmart, Lub Hom Phiaj, Tsev Depot, Wayfair, Kroger, CVS , Walgreens, Dollar General, Ulta Beauty, Petco, eBay, Lowe's, Best Buy, Michael's, Nordstrom, Albertsons, Macy's, Kohls, thiab Costco. Nws yog qhov nrov heev uas txawm tias Instacart, Marriott, Lyft, Uber, thiab T-Mobile tau nkag mus rau hauv qhov kev ua si (T-Mobile tsis yog tsom rau cov neeg siv mobile, tab sis rau lub hom phiaj 1^st tog cov ntaub ntawv ntawm nws qhov chaw digital).

Elephant in the Room: Amazon

Thaum koj saib cov tes hauj lwm lawv tus kheej, muaj ib qho uas nyob deb tshaj qhov seem - Amazon. eMarketer kwv yees tias xyoo 2022 Amazon ua tiav 76.9% feem ntawm cov khw muag khoom siv xov xwm digital. Los ntawm kev sib piv, Walmart tau los ua qhov thib ob loj tshaj plaws nrog 6.1% feem, ua raws li Instacart nrog 1.9%. Txhim kho, ib lub lag luam tsom xam kev lag luam, kwv yees tias 88% ntawm tag nrho cov khw muag khoom siv tshaj tawm hauv Asmeskas mus rau Amazon. Thiab Ua Kev Txawj Ntse hais tias nws txoj kev loj hlob tseem nyob deb tshaj li lwm tus, kwv yees tias yuav dhau 20% hauv 2022.

Ib feem ntawm yog vim li cas Amazon yog tus behemoth yog vim lawv muaj dhau lawm 200 lab Cov tswv cuab tseem ceeb hauv Teb Chaws Asmeskas ib leeg - uas yog thawj cov ntaub ntawv thawj tog (thov txim). Tsoos (cib & mortar) cov khw muag khoom tuaj yeem tawm tsam. Walmart, Target, Home Depot, Lowe's, CVS, Walgreens, Costco, thiab Kohls txhua tus muaj ntau yam ntau dua nyob rau hauv khw muag khoom txhua hli tshaj lawv muaj nyob rau hauv digital. Walmart ib leeg muaj cov neeg tuaj xyuas txhua hli ntau dua li Amazon muaj cov tswv cuab Prime, ua rau nws yog tus neeg sib tw tsim nyog - yog tias lawv tuaj yeem nqa lawv lub khw muag khoom thiab lawv cov digital muaj nyob hauv lawv qhov kev muab.

Traditional khw muag khoom muaj kev nce toj. Lawv tuaj yeem ua ke ua ke ua ke cov neeg yuav khoom hauv online thiab khw muag khoom rau lawv tus kheej, cia nyob ib leeg ua rau lwm tus tau txais txiaj ntsig. Thiab CPG hom xav tias nws - Wakefield Research txoj kev tshawb fawb pom tias 55% ntawm CPG cov thawj coj tshawb fawb tau hais tias "tsis muaj peev xwm los ntsuas ROI rau kev coj noj coj ua" yog qhov kev hem thawj rau lawv lub peev xwm los ua pov thawj kev siv nyiaj ntau ntxiv RMN. Interactive Advertising Bureau (IAB) hais tias lawv yuav ua rau qhov tsis muaj cov qauv, tab sis thawj cov ntawv sau tseg tsis xav kom txog thaum 2024 thaum ntxov.

Ib qho Upper Limit of Advertising Inventory

Peb tseem nyob rau lub sijhawm thaum ntxov ntawm RMN tiam tom ntej no, thiab muaj ntau qhov kev txav mus los hauv qhov chaw - yeej tsim nyog rau kev txaus siab thiab kev kwv yees. Tab sis muaj qhov txwv siab tshaj. Nrog lub stamped qhib RMNs nyob rau hauv ob lub xyoos dhau los, feem ntau ntawm cov hom uas muaj txaus nqus los kos rau hauv advertising nyiaj tau qhib RMNs. Tus so me dhau los sawv ntawm lawv tus kheej. Raws li Forrester lub quarter thib plaub 2022 "CMO Pulse Survey” 45% ntawm cov neeg tshaj tawm hais tias lawv qhov kev sib tw loj tshaj plaws nrog RMNs yog tus naj npawb ntawm RMNs lawv yuav tsum tau tswj, thiab 40% hais tias nws yog qhov sib piv qhov kev ua tau zoo thoob plaws RMNs. Hauv Wakefield Kev Tshawb Fawb Kev Tshawb Fawb, 99% ntawm cov neeg teb hais tias RMN xav kom cov neeg tuaj saib tsawg kawg yog 6 lab tus qhua txhua hli, thiab 66% hais tias lawv xav tau tsawg kawg yog 11 lab. 97% tau hais tias lawv yuav nqis peev hauv RMNs me dua yog tias lawv muaj qee yam kev sib cuam tshuam los yog sib sau ua ke.

Txog thaum ib tus neeg txheeb xyuas qhov kev sib tw sib sau ua ke, muaj kev lag luam zoo nkauj ntawm cov khw muag khoom tshaj tawm. Thiab yog tias cov tuam txhab CPG tsis tuaj yeem ua pov thawj tias lawv tau txais txiaj ntsig ntawm kev ua lag luam ntawd, lawv cov kev xav yuav tig mus rau lwm qhov.

Ib qho Upper Limit ntawm Advertisers

Ib yam li muaj qhov txwv siab tshaj ntawm cov khw muag khoom uas tuaj yeem muab RMNs, muaj kev txwv siab ntawm cov tuam txhab uas tuaj yeem siv tau zoo ntawm lawv. Hauv kev tshawb fawb Wakefield, 53% ntawm cov neeg teb tau siv RMNs ua ntej 2019. Tab sis tsuas yog 11% hais tias lawv npaj yuav pib siv RMNs yav tom ntej. Thiab RMNs tsuas yog yuav ua tau zoo rau cov khoom lag luam nqa los ntawm cov khw muag khoom - tsis muaj lub khw muag khoom yuav ua si los tshaj tawm cov khoom lag luam uas tsuas yog yuav tau ntawm lwm tus lub xaib.

Thiab txawm tias ntau cov khoom siv digital txiav txim siab tias lawv tuaj yeem nkag mus rau hauv RMN game, qhov ntawd tsis tau txhais hais tias cov hom yuav - lossis yuav tsum - nqis peev. Kev kho tus dev tau tshaj tawm rau cov neeg tshawb nrhiav kev kho tus dev tsis tshua muaj kev cuam tshuam ntau dua li ib tus neeg tau txais kev kho tus dev thaum mus yuav khoom hauv chav tsev so (xws li hauv Marriott lub vev xaib, piv txwv). Qee lub sij hawm, kev tshaj tawm xov xwm tau nyob deb ntawm cov khw muag khoom uas nws ua tau zoo ib yam li cov khoom siv digital "tseem ceeb".

Ib qho kev txwv siab ntawm kev txais neeg siv khoom

Thaum cov kws muab kev pabcuam thev naus laus zis uas pab RMNs tham txog cov txiaj ntsig, lawv nyiam thov cov neeg siv khoom xav ntau tus kheej muab, thiab RMNs xa - cov hom thiab cov neeg siv khoom yeej. Tab sis cov kev muab los ntawm RMNs tsis yog tus kheej. Lawv yog hom phiaj. Qhov ntawd yog qhov sib txawv loj.

Tam sim no, nyob rau hauv nws cov hnub thaum ntxov, nws yog ib qho yooj yim rau cov khw muag khoom kom muaj cov khoom muag uas ua tau raws li cov hom phiaj thiab cov neeg yuav khoom. Tab sis raws li lawv qhov kev vam khom ntawm cov nyiaj tau los no nce, thiab raws li cov tuam txhab nrhiav kev sim nthuav tawm RMN cov txiaj ntsig kom suav nrog kev paub txog hom lag luam nrog rau kev hloov pauv, cov hom phiaj no tuaj yeem sib tw.

Peb twb tau taug txoj kev no nrog daim coupon hauv khw. Txawm hais tias ua ntej cov ntawv txais kev ntxhov siab feem ntau ploj mus, kev lag luam tau txav deb ntawm kev hloov pauv cov khoom lag luam vim tias tsis yog cov neeg siv khoom tsis xav tau cov kev pabcuam, lawv tau ua rau muaj kev ntxhov siab rau cov khw muag khoom vim tsis paub txog lawv cov kev nyiam hom. Pepsi yeej ib txwm xav mus cuag cov neeg siv khoom uas tsis haus Pepsi hnub no. Cia lawv tsom Coke cov neeg yuav khoom tuaj yeem ua rau tus neeg muag khoom muag, tab sis nws kuj yuav cuam tshuam rau cov neeg yuav khoom Coke.

Personalization implies qhov tseem ceeb. Ua haujlwm tshaj tawm rau ib tus neeg uas yuav tsis yuav cov khoom lag luam, tsis yog tias koj muab nws tawm dawb, tsis yog tus kheej. Nws tsuas yog tsom. Thiab thaum tsis muaj tus neeg yuav khoom yuav hloov cov khw muag khoom vim yog kev tshaj tawm, nws tuaj yeem yog ib qho ntawm ntau qhov kev ntxhov siab - koj ib txwm tawm ntawm cov khoom lag luam no kuv nyiam, koj tsuas yog nce nqi. dua, Kuv yeej tsis tuaj yeem tau txais qhov chaw nres tsheb zoo… Nws tuaj yeem xaus rau qhov kawg straw uas tsoo tus ntxhuav rov qab. Txhua yam uas ua rau cov neeg siv khoom txaus siab rau lub hom phiaj muaj peev xwm ua rau snowball poob rau tus neeg siv khoom lub neej.

Ib qho Upper Limit rau Funnel

RMNs nrov heev nrog cov npe vim qhov kev ncua deb ntawm kev tshaj tawm thiab kev yuav khoom tsawg heev. Hauv kev tshawb fawb Wakefield, 80% ntawm cov neeg teb tau tshaj tawm tias "Kev Tshawb Nrhiav Nyiaj" yog qhov tseem ceeb tshaj plaws uas muab los ntawm RMNs. Ob feem peb ntawm cov neeg teb hais tias lub hom phiaj tseem ceeb tshaj plaws ntawm RMNs yog tsav kev hloov dua siab tshiab thiab ib nrab ntawm cov neeg teb tau hais tias "los tsav hom kev muag khoom / qhia tawm" yog lub hom phiaj tseem ceeb thib ob. Tag nrho cov kev ntsuas down-funnel.

Koj tuaj yeem sim txav mus rau qhov funnel, tab sis qhov no yog tawm tsam qhov tseeb lub zog ntawm RMNs pib nrog - koj twb nyob ze rau lub sijhawm yuav khoom, vim li cas koj thiaj xav cuam tshuam lawv nrog cov lus tsis cuam tshuam rau lawv cov theem tam sim no. txoj kev yuav khoom? Thoob plaws qhov kev tshawb fawb tsis ntev los no tshaj tawm, ob peb nco ntsoov tias RMNs tsuas yog ua pov thawj rau kev hloov dua siab tshiab thiab tsis yog rau kev paub txog hom npe. Vim li cas koj thiaj sim ua nws ib yam dab tsi nws tsis yog?

Haus luam yeeb, Tab sis Tsis muaj hluav taws - Tsis tau

RMNs nyob rau hauv lawv tam sim no, heev iteration ntawm digital kuj tseem nyob rau hauv lawv cov hnub thaum ntxov thiab nyob rau hauv lub ntsiab lus teb tseem muaj ntau txoj kev loj hlob. Tab sis nws tsis yog panacea. Lub peev xwm rau kev tsim txom twb muaj lawm. Lub koom haum ntawm National Advertisers tsis ntev los no tau luam tawm ib daim ntawv ntsuam xyuas qhov twg 88% ntawm CPG cov neeg teb hais tias lawv xav tias me ntsis los yog cuam tshuam los ntawm cov khw muag khoom los tshaj tawm hauv lawv lub network. Thiab 42% ntawm cov neeg tshaj tawm tshaj tawm nug txog tus nqi ntawm lawv cov peev txheej.

Thiab, tau kawg, cov neeg siv khoom feem ntau tsis nyiam tshaj tawm txhua yam, txawm tias lawv pom tias nws pab tau tam sim no. Raws li ib tus neeg teb hauv ANA daim ntawv ntsuam xyuas tau hais tias, "Qhov kev pheej hmoo ntawm cov khw muag khoom lag luam yog kev siv cov ntaub ntawv siv ntau dhau thiab cov neeg siv khoom xav tias lawv tau ua phem los ntawm cov khw muag khoom thiab cov khoom lag luam." uas yog ib zaj dab neeg qub li qub - thiab RMNs coj tsis muaj dab tsi tshiab rau lub rooj los tawm tsam qhov ntawd. Raws li nws yog, raws li tus neeg yuav khoom kuv twb tau cob qhia kuv tus kheej kom hla dhau qhov kev tshawb nrhiav nrog me ntsis grey "Sponsored" nyob rau hauv lub ces kaum - zoo li kuv tau cob qhia kuv tus kheej kom tsis quav ntsej txog banner advertising lossis pom sai npaum li cas kuv tuaj yeem x-tawm ib pop-up qhov rais tsis pom cov ntsiab lus.

RMNs muaj nuj nqis. Tab sis lawv yuav tsum tau txiav txim siab nyob rau hauv cov ntsiab lus ntawm qhov lawv ua tau, tsis yog txhua tus neeg xav tau lawv ua.