#30DaysofRetailMedia Day 3:
#30DaysofRetailMedia | Day 3: On-Site vs. Off-Site Retail Media
Brands have a growing number of choices in where they advertise to reach consumers.
Retail media options include:
📣 On-site advertising using retailers’ owned media (like their own websites and apps)
📣 Off-site advertising using paid media (like social media or e-commerce marketplaces)
On-site ad placements will account for 85.5% of spending in 2023, according to Insider Intelligence.
Off-site media tends to be harder to measure due to limited conversion tracking, sales conversions taking place in a different channel and sales attribution challenges.
Factors that affect where brand advertisers invest their ad dollars include:
🔸 Performance objectives
🔸 Access to their desired audience
🔸 Transparency of advertising options.
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