By Pole Inder Singh, SVP Commerce, InMobi
Jimmy Doshi, Vice President, Head of Revenue and Operations, InMobi Commerce
The retail media has swept the marketing and advertising world. And we have reasons – in fact, 30 billion reasons – why we believe the exit has just begun. according to Emarter’s latest forecastAdvertising spending could be over $ 30 billion next year, up from $ 18.7 billion in 2020. But what does this mean for marketers and advertisers today, and what trends do you expect to see in 2022? Let’s focus on $ 30 billion and focus on three key predictions for retail media advertising next year.
- Video will be the next retail media evolution.
Fixed sponsored product and sponsored search advertising placements are table issues. As more retailers create media networks, we see greater competition for brand advertising budgets. Retailers need to not only ensure that they can deliver a positive ROI, but also provide clear customer data, and provide more creative and engaging advertising formats. In a recent experiment, InMobi proved to be the average click rate for video advertising 7.5 times higher From static or demo ads. In addition, video ads can serve as an important reference point for brands to share stories about a product, educate consumers, and motivate purchases.
Retail media video advertising is not limited to sponsored video ads that replace static posts. Major retailers, incl Walmart, Amazon And Albertons, You already have a live trading strategy. Expect to see many other retailers accept the format.
Helps video brands develop awareness and compress conversions in one ad room. In 2022 we will see many innovations from Retail Media Video Advertising, especially around live video ads that can be purchased.
- Retailers work with more than one retail media partner
Want to predict the future of retail media? Look at the evolution of programmatic media. As the advertising industry became more complex, advertising mediation became incredibly useful to publishers. Mediation allows publishers to connect multiple ad networks seamlessly, thus increasing charging costs and increasing revenue.
We anticipate that retailers currently working with a single supply side platform will work in partnership with multiple retail media networks, solutions providers and / or retail demand platforms (DSPs) to fully increase retail advertising and customer access needs. Because each partner is unique in different advertising formats or target accounts, retailers can generate revenue from multiple sources to increase revenue year after year.
- Emerging brands are the next big spenders in retail media.
While retailers typically focus on raising 10% -20% of brand names, they are missing out on other significant sources of revenue. Next year, we predict that emerging products will shine alongside some of the biggest players in retail media.
Marketers, especially consumers, are attracted to retail media because they can get useful first-party consumer information. Those shoppers are more likely to target their product when they browse the retail site. With the right retail media partner, marketers can link the purchase to media vulnerability.
In order to capture budgets from small brands and weak groups and resources, retailers need to come up with solutions Self-serve ad Platforms allow brands to grow their media for revenue goals rather than clicks or insights. All merchants want to make money from their media expenses, but small brands with a small budget need to make sure they cost money.
Although consumers will start trading in person again, ecommerce is set to see huge growth by 2022. A.D. By 2022, this space is ripe for a wide range of advertising options with a wide variety of tools and options for both brands and retailers.