Retail Media and the Differentiation of Digital Advertising Channels

Between 2014 and 2021, Meta (formerly Facebook) and Alphabet (Google/YouTube) held a dominant position in the US digital ad spend, accounting for well over half ofthe market share. However, recent market figures from 2022 indicate a significantdecline, with their combined share falling below 50 percent for the first time.

This trend is expected to continue in a rapidly growing market that is projected to reachover 230 billion US dollars in sales for 2022. The emergence of new advertisingchannels, particularly retail media channels like Amazon and Walmart, has played asignificant role in this shift.

As advertising channels become more fragmented, advertisers are faced with bothchallenges and opportunities. They must develop a deeper understanding of how different channels operate and what types of advertising strategies are effective ineach. Additionally, the increasing abundance of screen stimuli has led to a heightenedfocus on perception, known as System 0.

To accurately measure performance,advertisers must test their creations in a realistic media environment, taking intoaccount the context and the entire ad experience from start to finish. This is whereAd2Cart comes into play, providing a platform for realistic testing and evaluation.

With InContext Experience Research, eye square has revolutionized the world ofmarket research. Because this method not only helps companies to increase theirsales figures, but also to understand the user down to the smallest detail.

The magazine “Transfer” summarizes in the September issue why it is so importantfor a company to recognize whether advertising is perceived by customers at all and how this can be determined with the help of eye square’s state-of-the-art technologies.