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Insight of the Day: Retail media placements have high engagement but low viewability, says DoubleVerify report

Retail Media Placements: High Engagement, Low Viewability

Key Findings:

  • High Engagement: Ads on retail media networks (RMNs) have 183% higher engagement than the average across all impressions.

  • Low Viewability: Only 36% of ads on retailer's own ecommerce sites (O&O) are viewed, compared to 73% for audience extension inventory.

  • Brand Safety: RMNs perform well in brand suitability and ad fraud, with 10% fewer brand suitability violations and 31% less ad fraud.

  • Growing Importance: RMNs are becoming increasingly valuable as the digital advertising world prepares for the deprecation of third-party cookies.

  • Offsite Growth: Offsite programmatic retail media is expected to drive significant growth in retail media spending, with a projected growth of 61.5% to reach $10.64 billion this year.

Implications:

  • Strategic Balance: Advertisers need to balance their strategies, focusing on both viewability and engagement.

  • Omnichannel Approach: A combination of O&O and audience extension inventory can provide a balanced approach to reach and engage shoppers.

  • Data-Driven Targeting: Offsite programmatic retail media offers effective targeting capabilities using product availability and customer behavior data.

Key Takeaways:

  • RMNs offer a unique value proposition with high engagement but lower viewability compared to other ad networks.

  • Advertisers should consider a balanced approach to RMN buys, combining O&O and audience extension inventory.

  • Offsite programmatic retail media is a rapidly growing segment with strong potential for effective targeting.

  • As the digital advertising landscape evolves, RMNs are poised to play an increasingly important role in reaching and engaging consumers.

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