DoubleVerify Research Reveals Retail Media is an Opportunity for Safe Engagement Despite Some Viewability Challenges
Retail media exceeds benchmarks on brand suitability, fraud, and engagement, potentially fueling higher-performing ads
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A retail media network (RMN) is an advertising channel offered by a retailer that leverages their first-party consumer data to target audiences on their own properties and extended networks. RMNs combine two types of inventory for advertisers: Owned & Operated (O&O)—ads that run on the retailer's own sites or apps; and audience extension—ads that use the retailer's first-party data to reach shoppers across the web.
Brand Suitability & Ad Fraud
DV’s findings reveal that RMNs over-index for media quality in terms of brand suitability and ad fraud, with fraud rates nearly one-third (31%) lower than the DV overall fraud benchmark and brand suitability violations lower by 10% than the DV overall brand suitability benchmark.
“As retail media investments surge, these are encouraging numbers,” said
Viewability & Engagement
While RMNs saw better than average brand suitability and fraud rates, viewability across RMNs is 8% lower than the DV viewability benchmark. Specifically, RMN O&O inventory had an average Viewable Rate of just 36%, while RMN audience extension inventory scored considerably higher, at 73%. This discrepancy reflects the strategic focus of e-commerce platforms, which prioritize enhancing the shopping experience and maximizing conversions, with advertising viewability optimization often taking a backseat.
Regardless, the low viewability score of O&O RMN inventory should not be a cause for concern. DV discovered that O&O inventory effectively targets shoppers when they are most likely to engage, resulting in engagement rates 183% higher than DV's attention baseline.
“The distinct roles of audience extension and O&O inventory in RMNs necessitate a nuanced understanding of KPIs,” added Zagorski. “While audience extension ads boast higher viewability and exposure, it’s important not to overlook the high user engagement profile of O&O inventory.”
Method: The report employs DV technology to analyze over one trillion impressions, both pre and post-bid, and offers a detailed market-by-market analysis for
For more information about DV, visit: www.doubleverify.com.
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