TNL Mediagene 關鍵評論網媒體集團《泛亞洲 RMN 趨勢白皮書》

TNL Mediagene 關鍵評論網媒體集團，日前提出《泛亞洲 RMN 趨勢白皮書》，完整介紹零售媒體網絡（RMN）的發展歷程、類型，包括台灣生態與RMN數據運用在汽車品牌廣告，延伸分享日本RMN市場與DOOH結合運用案例，最後提出產業發展趨勢與挑戰。

內容完整豐富，以下摘要10個內容重點，並提供廣告主的3個行動建議，提供大家參考。


｜10點內容摘要｜


1. #RMN的崛起

零售媒體網絡（RMN）已成為數位廣告市場的重要新工具，讓零售商可利用第一方數據進行精準行銷，並創造高回報的收入來源。


2. #數據驅動的行銷模式

零售通路運用線上與線下數據，創造數據的應用價值，建立RMN作為新的營收來源，提供更精準的消費者輪廓描繪及閉環成效衡量。


3. #行銷閉環概念

RMN的五大行銷閉環包括會員數據驅動、購買行為追蹤、消費者決策旅程、全渠道媒體整合及商業合作與供應鏈優化，這些閉環能夠幫助品牌更有效地追蹤消費者行為。


4. #全渠道整合優勢

RMN能跨越媒體平台障礙，實現全媒體整合與一致性的行銷訊息傳遞。


5. #第一方數據優勢

零售商掌握的第一方數據成為RMN核心資產，能追蹤精準的購物行為與偏好。


6. #全球市場快速增長

預測2024年全球RMN市場將達到1400億美元，日本RMN市場快速成長，預計2024年將達到4680億日圓，顯示其成為行銷產業的新支柱。


7. #生成式AI應用

AI結合RMN的數據分析，未來能自動產出個性化行銷內容，大幅提高行銷效率。


8. #挑戰與潛力並存

台灣企業雖認識到RMN的重要性，但實際使用率仍低，主要困難在數據透明度及成效衡量不足。


9. #零售商的商業模式轉型

RMN讓零售商不僅是銷售平台，也轉變為能提供行銷解決方案的媒體平台，並且相對於傳統數位廣告，品牌安全性更高。


10. #跨平台數據孤島問題

數據共享不足限制了品牌主對消費者的深度了解，需要更高效的整合與合作機制。



｜3個品牌廣告主行動建議｜


1. #加強數據整合與分析能力

利用RMN的第一方數據優勢，結合AI工具，建立精準的客戶輪廓，實現更有效的受眾分眾與個性化行銷。


2. #投資全漏斗行銷策略

從品牌認知到最終購買，設計涵蓋整個消費旅程的全漏斗行銷方案，提升消費者忠誠度與購買意願。


3. #善用生成式AI與閉環測量

應用生成式AI技術自動生成高效行銷內容，並透過RMN的閉環功能實時優化廣告成效，提高投資回報率（ROAS）。



TNL Mediagene, a media group known for its key commentary platform, recently released a white paper titled "Pan-Asian RMN Trend White Paper." This document provides a comprehensive overview of the development history and types of Retail Media Networks (RMN), including insights into Taiwan's ecosystem and the application of RMN data in automotive brand advertising. It also shares case studies on the integration of RMN in Japan's market with Digital Out-of-Home (DOOH) advertising, concluding with industry development trends and challenges.


The content is Comprehensive and informative, summarized as follows:


10 Key Points Summary

  1. Rise of RMN: Retail Media Networks (RMN) have emerged as crucial tools in the digital advertising market, enabling retailers to leverage first-party data for precise marketing and generate high-return revenue sources.
  2. Data-Driven Marketing Model: Retail channels utilize both online and offline data to create value from data applications, establishing RMN as a new revenue source while providing more accurate consumer profiling and closed-loop effectiveness measurement.
  3. Closed-Loop Marketing Concept: The five major closed loops of RMN include membership data-driven strategies, purchase behavior tracking, consumer decision journeys, omni-channel media integration, and business collaboration with supply chain optimization, aiding brands in effectively tracking consumer behavior.
  4. Omni-channel Integration Advantages: RMN can transcend media platform barriers to achieve integrated marketing message delivery across all media.
  5. First-Party Data Advantage: First-party data held by retailers is a core asset of RMN, allowing precise tracking of shopping behaviors and preferences.
  6. Rapid Global Market Growth: The global RMN market is projected to reach $140 billion by 2024, with Japan's RMN market expected to grow rapidly to 468 billion yen in the same year, indicating its emergence as a new pillar in the marketing industry.
  7. Generative AI Applications: The integration of AI with RMN data analytics will enable automated generation of personalized marketing content, significantly enhancing marketing efficiency.
  8. Challenges and Potential: While Taiwanese companies recognize the importance of RMN, actual usage rates remain low due to challenges in data transparency and insufficient effectiveness measurement.
  9. Retailers' Business Model Transformation: RMN transforms retailers from mere sales platforms into media platforms that provide marketing solutions, offering higher brand safety compared to traditional digital advertising.
  10. Cross-Platform Data Silos: Insufficient data sharing limits brands' deep understanding of consumers, necessitating more efficient integration and collaboration mechanisms.


3 Action Recommendations for Brand Advertisers

  1. Enhance Data Integration and Analysis Capabilities: Leverage the advantages of first-party data from RMN combined with AI tools to establish precise customer profiles for more effective audience segmentation and personalized marketing.
  2. Invest in Full-Funnel Marketing Strategies: Design comprehensive marketing plans that cover the entire consumer journey from brand awareness to final purchase, enhancing consumer loyalty and purchase intent.
  3. Utilize Generative AI and Closed-Loop Measurement: Apply generative AI technology to automatically generate effective marketing content while using RMN's closed-loop functionality to optimize advertising performance in real-time, thereby improving return on ad spend (ROAS).
Source: https://reurl.cc/74Woqy

留言

張貼留言