Ads served on retailers' websites 'twice as likely' to influence U.S. shoppers

According to a study by Intellias, retailer websites have a significant influence on U.S. shoppers, with 25% of them being influenced to buy products advertised on retailers' websites, compared to 13% on marketplaces.

Brands should consider advertising on retailer websites because the data indicates that U.S. shoppers are almost twice as likely to be influenced by ads on retailer websites than on marketplaces. Additionally, 54% of U.S. shoppers are more likely to buy items from a 'trusted' retailer, and 55% are more likely to try new brands recommended by a retailer they regularly shop with. This can lead to optimal campaign performance and maximizing ROI.

Retail Media Networks (RMNs) present opportunities for retailers to enhance shopper engagement and enable them to connect third-party brands and advertisers with conversion-ready audiences. By leveraging 'owned' advertising experiences through their direct-to-consumer (DTC) channels and using data from digital and in-store channels along with loyalty program insights, retailers can offer hyper-segmentation, deliver greater engagement, and significantly increase return on ad spend (ROAS).

Insider Intelligence predicts that by 2028, revenues from retail media will exceed those from TV advertising as U.S. retailers focus on expanding their Retail Media Networks (RMNs) and offering omnichannel engagement opportunities.