DoubleVerify Research Reveals Retail Media is an Opportunity for Safe Engagement Despite Some Viewability Challenges
21 Mayo 2024 - 7:30AM
Business Wire
Retail media exceeds benchmarks on brand
suitability, fraud, and engagement, potentially fueling
higher-performing ads
DoubleVerify ("DV"), a leading software platform for digital
media measurement, data, and analytics, today announced a preview
of findings from its eighth annual Global Insights Report, which
analyzes media quality and performance trends across more than one
trillion impressions from over 2,000 brands in 100 markets. The
proprietary research uncovered the opportunities of and challenges
for retail media networks, which continue to gain popularity with
their rich consumer data and ability to reach audiences at the
point of purchase, especially as cookie deprecation approaches.
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A retail media network (RMN) is an advertising channel offered
by a retailer that leverages their first-party consumer data to
target audiences on their own properties and extended networks.
RMNs combine two types of inventory for advertisers: Owned &
Operated (O&O)—ads that run on the retailer's own sites or
apps; and audience extension—ads that use the retailer's
first-party data to reach shoppers across the web.
Brand Suitability & Ad Fraud
DV’s findings reveal that RMNs over-index for media quality in
terms of brand suitability and ad fraud, with fraud rates nearly
one-third (31%) lower than the DV overall fraud benchmark and brand
suitability violations lower by 10% than the DV overall brand
suitability benchmark.
“As retail media investments surge, these are encouraging
numbers,” said Mark Zagorski, CEO of DoubleVerify. “In addition to
being rich in first-party data, RMNs see lower fraud and brand
suitability violations than do other environments. Ultimately,
better media quality equates to better ad performance.”
Viewability & Engagement
While RMNs saw better than average brand suitability and fraud
rates, viewability across RMNs is 8% lower than the DV viewability
benchmark. Specifically, RMN O&O inventory had an average
Viewable Rate of just 36%, while RMN audience extension inventory
scored considerably higher, at 73%. This discrepancy reflects the
strategic focus of e-commerce platforms, which prioritize enhancing
the shopping experience and maximizing conversions, with
advertising viewability optimization often taking a backseat.
Regardless, the low viewability score of O&O RMN inventory
should not be a cause for concern. DV discovered that O&O
inventory effectively targets shoppers when they are most likely to
engage, resulting in engagement rates 183% higher than DV's
attention baseline.
“The distinct roles of audience extension and O&O inventory
in RMNs necessitate a nuanced understanding of KPIs,” added
Zagorski. “While audience extension ads boast higher viewability
and exposure, it’s important not to overlook the high user
engagement profile of O&O inventory.”
Method: The report employs DV technology to analyze over one
trillion impressions, both pre and post-bid, and offers a detailed
market-by-market analysis for North America, LATAM, EMEA, and APAC.
The report also covers video and display impressions from January
to December 2023 across desktop, mobile web, mobile app, and
connected TV (CTV). The study also includes a global survey
conducted by Sapio, polling 1,000 advertisers across North America,
LATAM, EMEA, and APAC.
For more information about DV, visit: www.doubleverify.com.
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media
effectiveness platform that leverages AI to drive superior outcomes
for global brands. By creating more effective, transparent ad
transactions, DV strengthens the digital advertising ecosystem,
ensuring a fair value exchange between buyers and sellers of
digital media.
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version on businesswire.com: https://www.businesswire.com/news/home/20240521475203/en/
Press Contact: Chris Harihar, chris@crenshawcomm.com
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