你看懂數位廣告的第三次浪潮了嗎？零售媒體 (RMN) 的未來關鍵佈局

最近拜讀了 Nielsen 2025 年發布的《零售媒體的未來》報告，並對照台灣市場的蓬勃發展，在後 Cookie 時代，零售媒體網路 (Retail Media Network, RMN) 不僅是行銷人必須緊盯的賽道，更是一場由「第一方數據」驅動的商業模式革命。

📌 什麼是零售媒體？ 簡單來說，就是零售商將自有平台（電商、APP、實體門市）轉化為強大的廣告渠道。它運用最珍貴的第一方消費數據，實現從品牌曝光到銷售轉換的閉環行銷 (Closed-loop Marketing)，徹底解決了傳統廣告「數據斷點」的痛點。

#關鍵洞察：

🚀 全渠道願景是主流：RMN 已不再是單純的「購物者行銷」工具，而是貫穿整個行銷漏斗的全渠道利器。

📈 戰場將從「站內」擴展至「站外」：報告預測，RMN 在站外媒體的支出增長速度將是站內的 2-3 倍，凸顯了整合多元場景的重要性。

🔍 獨立透明的測量成剛需：品牌主越來越需要清晰、可信的歸因數據，以評估 RMN 在複雜消費旅程中的真實貢獻。

#台灣市場戰局百花齊放

從 #電商平台型 (momo, PChome) 的流量變現，到 #超商OMO整合型 (7-Eleven, 全家) 的線上線下數據串連，各大玩家都在加速佈局。

💡 這對我們來說意味著什麼？

TNL Mediagene 同時經營「媒體」與「電商」的集團，所具備的獨特切入點。不僅是 RMN 趨勢的觀察者，更是實踐者，打造了一個獨特的「內容+商務」混合型零售媒體生態系。

#更豐富的第一方數據維度 (Richer First-Party Data)：

傳統零售商擁有「買了什麼」的交易數據，而我們在此基礎上，更擁有橫跨多元媒體的「為何想買」的興趣意圖數據。從一篇文章的深度閱讀，到一次商品的點擊購買，我們能在自家生態系內串連起完整的消費者決策旅程。

#無縫的站內外整合 (Seamless On-site & Off-site Integration)：

Nielsen 提到的「站外擴展」挑戰，對我們而言正是內建的優勢。我們可以在媒體內容中自然地激發用戶興趣（站外），再無縫引導至電商平台完成購買（站內），形成一個高效的「內容種草、電商收割」閉環，為合作品牌提供更具情境的行銷方案。

#透明的歸因與成效衡量 (Transparent Measurement)：

在這個自有生態系中，我們可以為品牌主提供極為清晰的歸因路徑，精準衡量內容對於銷售轉換的實際貢獻，完美回應了市場對透明化成效評估的需求。

純流量或純交易的 RMN 模式將面臨挑戰。未來，能夠結合「內容」與「商務」的混合型 RMN，將能為品牌創造更深度的連結與更高的價值。

Source: https://www.nielsen.com/zh/insights/2025/future-retail-media/

Summary: https://gamma.app/docs/-vp350943hosdawe?mode=doc

#RetailMedia #RetailMediaNetwork #RMN #零售媒體 #數位廣告 #MarTech #第一方數據 #FirstPartyData #ContentCommerce #內容商務 #TNLMediagene #關鍵評論網媒體集團 #DigitalAdvertising #OMO #行銷趨勢 #Nielsen #未來零售 #數據變現 #TNL #內容商務 #momo #PChome #EC #RMN

The Future of Retail Media: How "Content + Commerce" is Reshaping the Landscape

Having recently read Nielsen's 2025 "Future of Retail Media" report and observing the dynamic growth in the Taiwan market, it's clear that in the post-cookie era, Retail Media Networks (RMNs) are more than just a critical space for marketers to watch. They represent a business model revolution driven by first-party data.

📌 What is Retail Media? Simply put, it’s when retailers transform their own platforms (e-commerce sites, apps, and even physical stores) into powerful advertising channels. By leveraging valuable first-party consumer data, RMNs enable closed-loop marketing—tracking the journey from brand exposure to sales conversion—and solve the long-standing pain point of fragmented advertising data.

Key Insights:

🚀 An Omnichannel Vision is Now Mainstream: RMNs are no longer just a "shopper marketing" tool but a powerful asset for engaging customers across the entire marketing funnel.

📈 The Battlefield is Expanding from On-site to Off-site: The report predicts that RMN spending on off-site media will grow 2-3 times faster than on-site, highlighting the importance of integrating diverse platforms.

🔍 Independent and Transparent Measurement is a Must-Have: Brands increasingly need clear, credible attribution data to evaluate the true impact of RMNs on the complex consumer journey.

Taiwan's Vibrant and Competitive Market

In Taiwan, the market is thriving with diverse players. We're seeing everything from e-commerce platforms (like momo and PChome) monetizing their traffic to OMO-integrated convenience stores (7-Eleven, FamilyMart) connecting online and offline data. All major players are accelerating their strategies.

💡 What This Means For Us This is where TNL Mediagene's unique position as a group operating both media and e-commerce comes into play. We are not just observers of the RMN trend; we are practitioners, building a unique hybrid "Content + Commerce" retail media ecosystem.

Richer First-Party Data

While traditional retailers have transactional data on "what" consumers buy, we supplement this with interest and intent data from our media properties, showing "why" they want to buy. From an in-depth article read to a product click, we can connect the entire consumer decision journey within our ecosystem.

Seamless On-site & Off-site Integration

The "off-site expansion" challenge mentioned by Nielsen is a built-in advantage for us. We can naturally spark user interest with our media content (off-site) and seamlessly guide them to our e-commerce platforms to make a purchase (on-site). This creates an efficient loop of inspiring interest with content and converting sales through e-commerce, offering our brand partners highly contextual marketing solutions.

Transparent Attribution & Performance Measurement

Within our own ecosystem, we can provide brands with exceptionally clear attribution paths, precisely measuring how content contributes to sales conversions. This directly addresses the market's demand for transparent performance evaluation.

RMN models based purely on traffic or transactions will face challenges. The future belongs to hybrid RMNs that can merge content and commerce to create deeper connections and greater value for brands.