{"id":3323,"date":"2023-09-27T16:01:43","date_gmt":"2023-09-27T16:01:43","guid":{"rendered":"https:\/\/new.rithum.com\/blog\/uncategorized\/your-holiday-retail-media-strategy\/"},"modified":"2023-09-27T16:01:43","modified_gmt":"2023-09-27T16:01:43","slug":"your-holiday-retail-media-strategy","status":"publish","type":"post","link":"https:\/\/www.rithum.com\/blog\/your-holiday-retail-media-strategy\/","title":{"rendered":"Your Holiday Retail Media Strategy"},"content":{"rendered":"Reading Time: <\/span> 3<\/span> minutes<\/span><\/span>

The holiday shopping season is coming \u2014 and there\u2019s a lot more to think about than just your assortment. During the Cyber Five alone, how will you stand out in a sea of more than <\/span>196 million<\/span><\/a> shoppers? How much will you invest in <\/span>retail media<\/span><\/a>? What advertising strategies will you use to top last year\u2019s performance?\u00a0<\/span><\/p>\n

In our <\/span>latest webinar<\/span><\/a>, Link Walls, vice president of digital marketing strategy for Rithum, explores the retail media landscape and what you can do to spur growth this holiday season.\u00a0\u00a0<\/span><\/p>\n

Retail Media Has Grown (Again)<\/b><\/h2>\n

Digital advertising has changed yet again. Whereas Google and Meta previously owned the space, Amazon\u2019s digital advertising revenue increase of <\/span>22% to $10.7 billion<\/span><\/a> in Q2 2023 demonstrates a shift to a triopoly leading the retail media pack. In fact, most analysts believe Amazon\u2019s ads now drive the majority of its profits.\u00a0<\/span><\/p>\n

We believe there are a few reasons retail media has taken off at such an accelerated rate:<\/span><\/p>\n

1. Privacy changes have made tracking success more difficult.<\/b>\u00a0<\/span><\/p>\n

It\u2019s been about two years since Apple introduced pop-ups restricting activity tracking across other apps without users\u2019 permission. While this is good for privacy, it makes it harder for brands and other apps to track their success across other channels. Google has also announced plans to do away with third-party cookies by 2024, straining tracking even more.<\/span><\/p>\n

2. Closed loop measurement drives increased investment.\u00a0<\/b><\/p>\n

When companies like Apple and Google make it harder to track consumer activity, investment in those avenues naturally decreases. Conversely, closed loop measurement like Amazon Ads makes it easy to see how paid ads lead directly to clicks and consumer purchases.\u00a0\u00a0<\/span><\/p>\n

3. Retail sites have become search engines.\u00a0<\/b><\/p>\n

While Google is still a major player in e-commerce search, it\u2019s not the only path shoppers have to take to look for products. Following in Amazon\u2019s footsteps, many retail sites have become search engines themselves, allowing consumers to do more than simply place orders. They can explore and discover new products at the same time.<\/span><\/p>\n

What\u2019s New for Holiday 2023?<\/b><\/h2>\n

Planning well for the coming shopping season requires taking advantage of all your available resources. This year, multiple marketplaces boast new selling tools to help you break through the noise and boost brand awareness.\u00a0<\/span><\/p>\n