Since the coronavirus pandemic turned their lives upside down, retailers have been turning their attention to increasingly conspicuous digital media. According to a recent study by Advertiser Perceptions , 55% of retailers have increased their advertising investment in digital channels in the last year . And 18% even report a significant increase in digital advertising spending.
Advertiser Perceptions' report also found that of the 26% of retailers who made the decision to cut spending in 2020, around two-thirds expect to return to pre-pandemic ad spending levels later this year.
Most retailers (85%) continue to place their trust in Google when it comes to undertaking digital kuwait number data advertising actions , while 7 out of 10 opt for Facebook. Not surprisingly, among retailers who opt for advertising on social networks, Facebook is the platform that enjoys the most support.
Retailers are more than willing to listen to podcast advertising
Today, 65% of retailers are looking at “retail media.” Some of the most widely used platforms in this area are Walmart Connect (35%), Instacart (25%), eBay (24%), Rakuten (24%) and Costco (24%).
On the other hand, 42% of retailers use OTT/CTV advertising and 59% plan to use this advertising formula next year.
Similarly, 39% of retailers are currently actively using email marketing , while 57% are already considering using it in the near future.
Despite the many benefits of podcast advertising , only 23% of retailers currently use this channel. However, 44% are already looking at this discipline for next year.
Retailers' approach to digital marketing is not without its challenges. In fact, 48% are concerned about the (often poor) security of data . 42% also see problems with targeting when connecting with certain audiences, and 38% say the costs associated with digital advertising are problematic.