Brands are almost twice as likely to influence U.S. shoppers by advertising on retailer websites as opposed to marketplaces, according to a new study.
Research into the digital advertising landscape conducted by software engineering and digital consultancy company Intellias found that:
Why we care. For brands, it’s valuable to consider these insights to make data-driven decisions about ad placement, ensuring optimal campaign performance and maximizing ROI.
Retailer website influence. The survey of more than 1,000 U.S. shoppers found that 25% are now influenced to purchase products advertised on retailers’ websites, with an additional 15% persuaded by ads on retailers’ apps. In comparison, only 13% are swayed by ads on third-party marketplaces, and 14% are influenced by branded ads on social media to make a purchase.
Opportunity. Intellias suggests this highlights the increasing opportunity for retailers to leverage ‘owned’ advertising experiences through their direct-to-consumer (DTC) channels. This approach can drive customer engagement and enhance return on ad spend (ROAS) for third-party brands and advertisers.
Predictions. As U.S. retailers focus on expanding their Retail Media Networks (RMNs) and offering omnichannel engagement opportunities, Insider Intelligence predicts that revenues from retail media will exceed TV advertising by 2028.
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Business email address Subscribe Processing...What Intellias is saying. Alexander Goncharuk, Vice President of Global Retail at Intellias, said in a statement: