Digiday+ Research: How do other retail media platforms measure up to Amazon?

By Julia Tabisz  •  June 28, 2024  •

Ivy Liu

Walmart and Purpose specifically are gaining floor among the entrepreneurs investing in retail media marketing and marketing, essentially based on a recent Digiday+ Study gaze of title, retailer and agency mavens.

Digiday’s gaze learned that, out of doorways of Amazon, a whopping 85% of entrepreneurs invested essentially the most in Walmart’s retail media platform as of the key quarter of this one year. Fair appropriate six months prior, 54% of entrepreneurs acknowledged they were spending no longer lower than a truly little portion of their marketing and marketing and marketing funds on Walmart’s retail media network. And a one year within the past, Digiday’s gaze finest had nine respondents out of additional than 180 state they invested in RMNs out of doorways of Amazon. So clearly there’s been quite so a lot of enhance within the home, and it’s doable that entrepreneurs are beginning to stare Walmart’s RMN as a given by technique of allocating their retail media employ.

Purpose’s Roundel platform also accounts for a famous piece of entrepreneurs’ retail media employ, Digiday’s gaze learned. As of Q1, extra than a third of entrepreneurs acknowledged, out of doorways of Amazon, they make investments essentially the most retail media employ in Purpose (39% of respondents acknowledged this).

After Amazon, Walmart and Purpose, 13% of entrepreneurs acknowledged they make investments essentially the most in eBay, 11% acknowledged they make investments essentially the most in Kroger and appropriate 2% acknowledged they make investments essentially the most retail media employ in Easiest Buy.

Digiday’s gaze learned that, overall, as regards to half of of entrepreneurs are the exhaust of Walmart’s retail media platform. Forty-six percent of title, retailer and agency mavens acknowledged in Q1 that their corporations or purchasers were the exhaust of Walmart for retail media marketing and marketing and marketing.

And additional than a quarter of entrepreneurs acknowledged they exhaust Purpose’s Roundel platform. Twenty-eight percent of respondents to Digiday’s gaze acknowledged they make investments in Purpose’s retail media platform. Kroger came in on the serve of Purpose, with 12% of entrepreneurs announcing they exhaust the grocery store’s retail media platform.

Curiously, extra than a quarter of marketer respondents (27%) acknowledged they exhaust retail media platforms out of doorways of Digiday’s list of responses. Notable responses within the “assorted” category integrated several meals and beverage outlets, along side Instacart, Ahold, Drizly and United Natural Meals. Plenty of specialty outlets were also talked about, along side Etsy, Home Depot, Lowes, Michaels, Sephora and Ulta.

So how a lot are entrepreneurs spending on the non-Amazon RMNs, precisely? Digiday’s gaze learned that extra than half of of title, retailer and agency mavens (52%) spent no longer lower than a truly little portion of their marketing and marketing and marketing budgets on Walmart’s retail media platform as of Q1 of this one year, on par with the 54% who acknowledged the same in Q3 2023. At the same time, just a few-third of entrepreneurs (39%) acknowledged in Q1 that they spent no longer lower than a tiny bit of on Purpose’s Roundel platform. So spending on each and every platforms is sturdy.

It is price noting, on the alternative hand, that the 39% of entrepreneurs who acknowledged this one year that they employ no longer lower than a tiny bit of on Purpose’s Roundel platform is a fall from the 44% who acknowledged the same in Q3 of ultimate one year. Meanwhile, while it mild accounts for a little share of retail media employ, eBay saw a diminutive jump within the share of entrepreneurs who acknowledged they employ no longer lower than a truly little portion of their budgets on the platform over the six-month length — appropriate 4% of marketer mavens informed Digiday in Q3 2023 that they spent no longer lower than a tiny bit of on eBay’s retail media platform, when put next with 9% who acknowledged the same in Q1 2024.

Kroger is holding at just a few quarter of the market piece. Twenty-one percent of entrepreneurs acknowledged in Q1 of this one year that they employ no longer lower than a truly little portion of their funds on Kroger’s retail media platform, practically unchanged from the 21% who acknowledged the same six months prior.

As with Amazon (and the retail media ecosystem as a full), entrepreneurs who make investments in marketing and marketing on RMNs ogle to commerce or gross sales as the metric that practically all efficient gauges the success of their campaigns. About three-quarters of marketer respondents informed Digiday in Q1 that commerce or gross sales is their famous measurement of success on Walmart’s retail media platform (73% acknowledged this) and Purpose’s Roundel platform (78% acknowledged this).

At the same time, despite the indisputable fact that, cost of media on each and every of these platforms is entrepreneurs’ ideal shriek by technique of investing in retail media marketing and marketing and marketing. One-third of marketer mavens (33%) informed Digiday that cost of media is their ideal shriek with Walmart’s retail media platform, and an even greater 44% acknowledged the same of Purpose’s Roundel platform.

For a extra in-depth ogle at how entrepreneurs are spending within the retail media channel as a full, learn essentially the most trendy mutter from our CMO Systems sequence.

https://digiday.com/?p=548969