On-site digital ads, paid search shopping and social commerce lead retail media strategies for 2024

Skai and the Path to Purchase Institute's survey highlights paid search shopping ads and social commerce as pivotal in retail media strategy.

Paid search shopping ads and social commerce are the most important components of respondent’s retail media strategy, according to a survey by Skai, the marketing platform, and the Path to Purchase Institute, a research and community organisation.

First and foremost, on-site strategies, which involve the deployment of digital ads directly on retailer websites, emerged as the cornerstone of retail media strategy. Seventy-seven percent of surveyed participants emphasised the importance of leveraging on-site placements to capture consumer attention at the point of purchase, underlining its critical role in enhancing brand visibility and driving conversions within the retail environment.

In parallel, paid...

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