Retail media online advertising has become an important growth engine! Amazon advertising awareness reaches 92%

A recent eMarketer study found that $1 in every $8 in advertising dollars in the U.S. is spent on retail media network advertising, including paid ads on Amazon, Walmart and other retailers’ platforms. This trend is extending to apps and other retail network advertising platforms.

eMarketer said that retail media online advertising is impacting the advertising landscape dominated by the Google and Facebook duopoly, as well as the nearly $70 billion in television media advertising.

But some people disagree with eMarketer's statement. They believe that the Google and Facebook duopoly has been threatened for some time, and retail media network advertising is just one of them. Television media advertising has been declining for at least five years due to changes in audience behavior and the impact of new content.

The US "FANG" (Facebook, Apple, Netflix, Google) advertising market pattern has also become a thing of the past, as Disney, Paramount, Discovery, Hulu, HBO and many other players have entered the advertising war. In terms of social media, the rise of TikTok, Snapchat, etc. is weakening the existing large social platforms.

But what they all agree on is that retail media is becoming a significant advertising market, with Amazon being the largest, of course, followed by Costco and eBay.

Data shows that Amazon's advertising products have a 93% awareness rate among advertisers, and 82% of advertisers have already purchased ads. Walmart only has 43% awareness and 33% ad purchase rate, while Kroger's scores are 27% and 16% respectively.

As for why retail media network advertising is growing so fast, according to eMarketer, the first reason is that these sites have huge traffic. Second, they generate a lot of data, which is very valuable to advertisers.

Editor ✎ Xiao Zhu/

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