Seema Shah · October 2023
Strategic RMNs Investments: Advertisers’ Deal Event Boost
Advertisers increased their ad investments in Retail Media Networks (RMNs) ahead of Walmart+ Week and Target Circle Week, with Home & Garden and Computers & Consumer Electronics (CCE) accounting for a significant share of impressions. This data shows the effectiveness of RMNs in capitalizing on retail events and their potential for generating high ROI.
Key Takeaways:
Amazon's user base skews toward a younger demographic, with ~20% of its mobile app users under 25, making it an appealing co-marketing partner for advertisers seeking to connect with a youthful audience
Amazon and Best Buy predominantly attract male shoppers, which comprise over 60% of their users, making them ideal platforms for advertisers targeting this demographic. In contrast, Target and Walmart offer opportunities to engage with a largely female audience
Advertisers in the Home & Garden and Computers & Consumer Electronics (CCE) categories increased their investments in Retail Media Networks (RMNs) advertising leading up to Walmart and Target's summer deal events, aiming to capitalize on heightened consumer interest
During the deal event week, Home & Garden and CCE combined to account for a 17% share of impressions on Walmart’s RMN and a 24% on Target’s RMN
The total number of CCE advertisers investing on the Target and Walmart RMN's surged in the week of the sales events, rising from 18 advertisers in the first week of July to 34 in the week of July 9, and this competitive trend persisted in the weeks following the events, with more than 30 advertisers continuing their investments
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