Criteo：2024广告支出回报率陷阱（英文版）（26页）.pdf

1、Why your retail media campaigns are delivering more than you thinkRethink how you define retail media success.Youre probably familiar with retail medias ability to significantly boost conversions.But beneath the surface,theres a range of metrics and KPIs that brands can use to understand just how mu

2、ch their spend is paying off throughout the funnel.In short,theres way more to retail media than ROAS.Thats where this guide comes in.Were answering brands most pressing questions about the value of their investments such as Am I growing market share?and Am I acquiring high-value new customers onlin

3、e and offline?”We explore retail medias comprehensive benefits from the traditional quantifiable metrics you already know and love to the subtler yet highly impactfulintangible advantages.Backed by exclusive Criteo data from 44,000+retail media brand campaigns and survey results from brand leaders a

4、round the world,lets explore the extensive value of retail media.ROASINCREMENTALITY NEW TO BRANDAVERAGE ORDER VALUESHARE OF SALESOMNICHANNEL COST PER ACQUISITIONREPEAT RATEIMPRESSIONS SOCIAL PROOFINSIGHTSPARTNER VALUEReturn on ad spend has been the go-to metric for measuring profitability,for good r

5、eason.Retail media consistently drives tremendous ROAS,deeming it a critical metric to track.Criteos global data shows that over the course of one year,brands that advertised with retail media saw consistently high ROAS,with significant spikes during peak shopping seasons.Its retail medias bread and

6、 butter.But dont fall into the ROAS trap!Theres a whole world of other ways to measure success.Source:Criteo Retail Media Data Across US,EMEA,APAC,2023.30 Day Post Click,1 Day Post View Attribution Window0%200%400%600%800%1000%1200%1/2/20232/2/20233/2/20234/2/20235/2/20236/2/20237/2/20238/2/20239/2/