On-site ads: How retailers can capitalize on owned advertising

By MCM Editorial Team

April 17, 2024

The influence of retailer websites on consumer purchasing decisions has seen a significant rise, with 25% of surveyed U.S. shoppers reporting being swayed by products advertised on in-house platforms, according to a new study.

Additionally, ads on retailers’ apps persuade an extra 15% of consumers to make purchases. This underscores the growing opportunity for retailers to capitalize on ‘owned’ advertising channels, driving customer engagement and optimizing return on ad spend for both themselves and third-party advertisers. As U.S. retailers increasingly invest in Retail Media Networks and embrace multichannel engagement strategies, predictions from Insider Intelligence foresee retail media revenues surpassing those of TV advertising by 2028.

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