Retail Media Networks Perception Benchmark 2022

How 11 Major Platforms Rank in the Estimation of Digital Ad Buyers

Report by Andrew Lipsman  | Mar 8, 2022
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Table of Contents
Executive Summary
Key Points
Retail Media Networks Overview
The 2022 Retail Media Network Benchmark Leaders
Differences by Product Category
Appendix
Methodology
Read Next
Media Gallery
About This Report
Here’s how ad buyers ranked the retail media networks of 11 major retailers—Amazon, Best Buy, Costco Wholesale, eBay, The Home Depot, Instacart, Kroger, Macy’s, Target, Walmart, and Wayfair—according to the attributes they value most.
Topics
Digital Advertising
Retail Media
United States
Table of Contents
Executive Summary
Key Points
Retail Media Networks Overview
The 2022 Retail Media Network Benchmark Leaders
Differences by Product Category
Appendix
Methodology
Read Next
Media Gallery

Executive Summary

Retailers are getting into the digital advertising business at a furious pace. Our first ever US retail media networks benchmark report evaluates digital ad buyers’ perceptions of 11 leading retail media networks—Amazon Ads, Best Buy Ads, Costco Wholesale, eBay Ads, The Home Depot Retail Media+, Instacart Ads, Kroger Precision Marketing, Macy’s Media Network, Roundel (Target), Walmart Connect, and Wayfair Media Solutions—and how they perform along 13 attributes.

3 KEY QUESTIONS THIS REPORT WILL ANSWER 

  1. How important are retail media networks’ various capabilities, offerings, and attributes to advertisers?
  2. What are advertisers’ perceptions of specific retail media networks’ attributes?
  3. How do retail media networks rank according to these attributes?

WHAT’S IN THIS REPORT? An analysis of the most important attributes of retail media networks to digital ad buyers and a ranking of the 11 leading retail media networks.

Importance of Select Attributes When Deciding Which Retail Media Networks to Use for Advertising According to US Consumer Goods Advertisers, Nov 2021 (scale of 1-5)
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KEY STAT: Advertisers said traffic scale was the most important attribute in a retail media network with an average of 4.35 on a 5-point scale of importance.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Retail Media Networks Overview
  1. The 2022 Retail Media Network Benchmark Leaders
  2. Differences by Product Category
  3. Appendix
  1. Methodology
  2. Read Next
  3. Media Gallery

Charts in This Report

Importance of Select Attributes When Deciding Which Retail Media Networks to Use for Advertising According to US Consumer Goods Advertisers, Nov 2021 (scale of 1-5)Importance of Select Retail Media Network Attributes According to US Consumer Goods Advertisers, Nov 2021 (% of respondents)
Ad Formats that US Consumer Goods Advertisers Have Bought via Retail Media Networks, Nov 2021 (% of respondents)Firmographic Summary of Respondents, US Retail Media Network Benchmark 2022, Nov 2021

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authors

Andrew Lipsman

Contributors

Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Blake Droesch
Analyst
Ona Koehler
Senior Director, Benchmarking
Na Li
Director, Primary Research
Amy Rotondo
Director, US Research
Paul Verna
Principal Analyst