New findings show the U.S. is the most
prepared market when it comes to areas like retail media, but
concerns arise for all around addressability and AI
NEW
YORK, June 27, 2024 /PRNewswire/
-- TripleLift, the ad tech platform elevating digital
advertising across every screen, today launched its Global
Innovation Readiness Scorecard, showcasing how marketers in the
U.S. and across the globe are prepared for advancements in Retail
Media, CTV, addressability and AI. The scorecard determined
specific scores on a 100 scale taken through aggregation and
analysis of surveyed responses of hundreds of marketers across the
U.S., UK, Germany and France. Responses were weighted by 40%
familiarity, 40% preparedness and 20% perceived impact, as
advertisers need to be prepared and familiar to execute on an
innovation, but don't necessarily need to fully understand the
impact upfront.
Over the past six months, programmatic advertising has seen its
greatest expansion of innovation, seeing double-digit growth,
according to eMarketer, across multiple innovative solutions, which
will continue to escalate into 2025 and beyond. As marketers
struggle to keep up with innovation, TripleLift examined how
comfortable they were to embrace change and whether they felt they
were truly ready to leverage the opportunities that various
innovations offered to their goals.
According to the research, one in five advertisers perceive
retail media will be one of the top two areas of innovation that
will ultimately drive future success in 2024 and beyond.
TripleLift's recent Amazon partnership
announcement1established itself as a true
leader offering innovative retail media advertising solutions. As
such, TripleLift's research team was pleased to discover that 67%
of marketers in the U.S. said they were ready to implement the
changes coming to retail media, while 71% said they have strong
familiarity with the retail media solutions that are currently
available.
"Retail media is the fastest growing segment in digital and will
continue to scale for years to come, making the opportunities for
creative and data to power advertising quite literally endless,"
said Ed Dinichert, Chief Revenue Officer at TripleLift. "Retailers
want to cash in on media opportunities and are understandably lured
by high margin potential, but they need a full technology stack and
teams who understand the space to run the business. It's great to
see that marketers recognize this potential and are preparing to
unlock a whole new world of revenue."
According to TripleLift's Scorecard, the U.S. is among the most
prepared for implementation of programmatic solutions in retail
media, with the UK, Germany and
France all scoring similarly for
overall readiness. With this foundation of success, marketers have
begun to look beyond retail search, focusing more on the expansion
to offsite solutions. In fact, 55% of marketers in the U.S. are
planning to increase spending to off site advertising over the next
year and TripleLift anticipates the readiness score (which was
calculated at 59) for this particular area to increase in the year
to come.
In addition to retail media, which has seen the largest change
in the last year, TripleLift also reviewed the readiness of
marketers in CTV, Addressability and AI. Unsurprisingly, since CTV
has been around for years now, the Scorecard found that 83% of
marketers in the U.S. are familiar with the space, while 78% are
prepared, giving it a total readiness score of 73. Addressability
and AI also both ranked highly, with 70% of marketers saying they
are familiar with Addressability and 71% saying they are familiar
with AI. Though they felt less prepared for each category (64% for
Addressability and 57% for AI), they had slightly higher readiness
scores of 63 and 60 respectively. This shows that while
marketers are aware of the opportunities that come from
Addressability in particular, they are still looking for methods of
implementation, especially as Google's deprecation of the cookie
continues to be delayed. With so much uncertainty, TripleLift
continues to innovate, finding new ways to assist marketers and
publishers by introducing TripleLift Audiences earlier this year, a
cross-site targeting solution that helps advertisers reach
customers on the open internet.
"We have been energized by the findings of this Scorecard, and
are especially excited that people are feeling as optimistic about
retail media as we are," said Samantha
Powers, VP of Research and Insights at TripleLift. "What we
are seeing is that marketers are willing to understand and execute
on innovative solutions, but there are still areas for them to
learn about what barriers may be in place and what success could
look like in their region. As experts in the field, we look forward
to educating our partners and helping them find solutions that help
their business in the long run."
For this research, TripleLift conducted an online survey in
partnership with Advanis and RepData. The survey was sent to
programmatic advertisers in the U.S., U.K., France and Germany, with a total sample size of 832. The
responses were weighted by 40% familiarity, 40% preparedness and
20% perceived impact, as advertisers need to be prepared and
familiar to execute on an innovation, but don't necessarily need to
fully understand the impact upfront.
For more information on the Global Readiness Scorecard and
TripleLift's findings, please visit our site.
About TripleLift
We're TripleLift, an advertising
platform on a mission to elevate digital advertising through
beautiful creative, quality publishers, actionable data, and smart
targeting. Through over 1 trillion monthly ad transactions, we help
publishers and platforms monetize their businesses. Our technology
is where the world's leading brands find audiences across online
video, connected television, display, and native ads. Brand and
enterprise customers choose us because of our innovative solutions,
premium formats, and supportive experts dedicated to maximizing
their performance. We are part of the Vista Equity Partners
portfolio. As an NMSDC-certified minority-owned business, we
qualify for diverse spending goals and are committed to economic
inclusion. Find out how TripleLift raises up the programmatic
ecosystem at triplelift.com.
1 https://www.businessinsider.com/triplelift-partners-with-amazon-on-new-native-ads-2024-5
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