零售媒体强势爆发，有望超越付费搜索重塑数字广告格局

广告投放的精准化、高效化，大幅提升转化效率，这也成为其快速崛起的核心驱动力。"},"attribs":{"0":"*0+59"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"text"}},"FB5FfPcNGdsfVYceQdTcQAREnJg":{"id":"FB5FfPcNGdsfVYceQdTcQAREnJg","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"N1LAfdqFddJj82cEb7ncWHS4nvf","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"数据层面的表现印证了零售媒体的爆发态势。据eMarketer统计，零售媒体在2022至2024年间始终是数字广告增长的核心动力，2023年增速达到22.3%的峰值，2024年仍保持21.7%的高位，远高于付费搜索与社交广告的增速。尽管2025年增速回落至18.7%，但仍显著高于数字广告整体平均水平，且增长韧性持续凸显。反观付费搜索，其增长势头已明显放缓，复合年增长率预计仅为6.8%，低于数字广告整体增速，甚至谷歌在美国搜索广告市场的占比将于2026年跌破50%，结束长期以来的主导地位。"},"attribs":{"0":"*0+6t"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"text"}},"A9J2f1tPvdxo9ncsFX3c1xRXnqb":{"id":"A9J2f1tPvdxo9ncsFX3c1xRXnqb","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"N1LAfdqFddJj82cEb7ncWHS4nvf","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"在市场规模竞争上，零售媒体的赶超态势已十分清晰。今年美国零售媒体搜索广告支出将达296.9亿美元，其中亚马逊一家就占据239.5亿美元，占比超80%；而美国付费搜索广告整体增长乏力，谷歌今年搜索广告收入仅增长2.4%。另有预测显示，零售媒体广告规模将持续扩容，预计2028年前后将超越付费搜索，成为数字广告第一大品类，届时其在全球数字广告市场的占比将进一步提升，彻底改变长期以来付费搜索主导的行业格局。"},"attribs":{"0":"*0+5l"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"text"}},"QeJofyRnVdDEcYcjshAcBdhFnIe":{"id":"QeJofyRnVdDEcYcjshAcBdhFnIe","snapshot":{"type":"text","parent_id":"N1LAfdqFddJj82cEb7ncWHS4nvf","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"675534114395744","children":[],"text":{"initialAttributedTexts":{"text":{"0":"零售媒体的爆发，离不开多重因素的协同推动。首先，数据价值的凸显成为核心竞争力。在全球数据隐私保护日益严格、第三方Cookie逐渐退出的背景下，零售商掌握的一手消费数据成为稀缺资源，能够帮助广告主克服信号损失、实现真正的闭环衡量，还能提供消费者与竞争对手的深度洞察，这是付费搜索难以比拟的优势。其次，广告主营销需求的转变为零售媒体注入动力。在经济不确定性加剧的背景下，广告主更注重营销ROI，零售媒体“品效合一”的特性的能够精准对接“高效转化”需求，推动预算从传统渠道向零售媒体迁移。此外，技术的迭代升级为零售媒体赋能，AI技术的应用实现了广告创意、投放优化、效果衡量的全流程自动化，进一步提升了零售媒体的投放效率与效果。"},"attribs":{"0":"*0+8m"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"align":"left"}},"D0z4fk4dkd7Qp4cTRXzcZMhcnkb":{"id":"D0z4fk4dkd7Qp4cTRXzcZMhcnkb","snapshot":{"type":"text","parent_id":"N1LAfdqFddJj82cEb7ncWHS4nvf","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"675534114395744","children":[],"text":{"initialAttributedTexts":{"text":{"0":"行业实践中，零售媒体的价值已得到充分验证。可口可乐在新加坡市场与FairPrice Group、The Trade Desk合作，借助零售数据解决方案开展营销活动，精准定向超市消费者，最终实现总销售额提升189%，平均转化时长仅为12小时，充分体现了零售媒体的转化价值。在海外市场，亚马逊凭借庞大的一手数据和家庭覆盖范围成为零售媒体领域的绝对领导者，其Rufus工具截至2025年三季度的增量销售年化收入已达100亿美元；沃尔玛、Kroger等头部零售商也纷纷加码布局，Kroger计划2026年大规模铺设智能广告屏幕，进一步拓展店内零售媒体场景。"},"attribs":{"0":"*0+7m"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"align":"left"}},"M3dWfV3iid3uC5c1KiTcAMaQnac":{"id":"M3dWfV3iid3uC5c1KiTcAMaQnac","snapshot":{"type":"text","parent_id":"N1LAfdqFddJj82cEb7ncWHS4nvf","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"675534114395744","children":[],"text":{"initialAttributedTexts":{"text":{"0":"值得注意的是，零售媒体的崛起并不意味着付费搜索的消亡，而是推动数字广告行业进入“多元化竞争”的新阶段。付费搜索在用户主动查询、信息获取场景中仍具备不可替代性，但随着零售媒体的持续渗透，广告主的预算分配将更加多元化，“零售媒体+付费搜索”的组合式投放将成为主流策略。同时，零售媒体行业也面临着新的挑战，如“效果短视主义”导致过度依赖ROAS指标、3P市场布局不均衡、内容创意不足等问题，未来行业将逐步走向规范化、精细化发展，头部零售商与广告技术服务商将进一步整合资源，提升服务能力。"},"attribs":{"0":"*0+6o"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"align":"left"}},"G7Zdf7UJAdTCOlca0YocAVj1nPE":{"id":"G7Zdf7UJAdTCOlca0YocAVj1nPE","snapshot":{"type":"text","parent_id":"N1LAfdqFddJj82cEb7ncWHS4nvf","comments":[],"revisions":[],"locked":false,"hidden":false,"author":"675534114395744","children":[],"text":{"initialAttributedTexts":{"text":{"0":"业内人士表示，零售媒体的爆发是数字广告行业发展的必然趋势，其本质是营销场景与消费需求的精准匹配，也是数据驱动营销的深度落地。随着零售媒体场景的不断拓展——从线上电商平台延伸至线下智能门店、从站内延伸至站外开放互联网，其市场影响力将持续扩大。未来，随着技术的进一步迭代与生态的不断完善，零售媒体将彻底超越付费搜索，成为数字广告行业的核心支柱，推动整个营销行业进入“以消费为核心”的全新发展阶段。"},"attribs":{"0":"*0+5g"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"align":"left"}},"N1LAfdqFddJj82cEb7ncWHS4nvf":{"id":"N1LAfdqFddJj82cEb7ncWHS4nvf","snapshot":{"align":"","author":"675534114395744","children":["CobgfN0hRdJidjch0mHcWzFHnWd","DMTDfhoKDdO8yUcnHIicYJAXnbg","FB5FfPcNGdsfVYceQdTcQAREnJg","A9J2f1tPvdxo9ncsFX3c1xRXnqb","QeJofyRnVdDEcYcjshAcBdhFnIe","D0z4fk4dkd7Qp4cTRXzcZMhcnkb","M3dWfV3iid3uC5c1KiTcAMaQnac","G7Zdf7UJAdTCOlca0YocAVj1nPE"],"comment_container_id":"Coq6fHcatdy5ORcp2bpchsA9nlh","comments":[],"doc_info":{"deleted_editors":null,"editors":["675534114395744"],"option_modified":null,"options":["editors","create_time","edit_time"]},"hidden":false,"locked":false,"parent_id":"","revision_container_id":"Sel6f14BldByAKcH8bEctla5nsg","revisions":[],"status":{"streaming":{"enabled":false,"expired_at":"1773023831","source":1,"operator_id":"675534114395744","is_create_command":true}},"text":{"apool":{"nextNum":2,"numToAttrib":{"0":["author","675534114395744"],"1":["ai-extra","{\"is_ai_gen\":true}"]}},"initialAttributedTexts":{"attribs":{"0":"*0*1+p"},"text":{"0":"零售媒体强势爆发，有望超越付费搜索重塑数字广告格局"}}},"type":"page"}}},"payloadMap":{"CobgfN0hRdJidjch0mHcWzFHnWd":{"level":1},"DMTDfhoKDdO8yUcnHIicYJAXnbg":{"level":1},"FB5FfPcNGdsfVYceQdTcQAREnJg":{"level":1},"A9J2f1tPvdxo9ncsFX3c1xRXnqb":{"level":1},"QeJofyRnVdDEcYcjshAcBdhFnIe":{"level":1},"D0z4fk4dkd7Qp4cTRXzcZMhcnkb":{"level":1},"M3dWfV3iid3uC5c1KiTcAMaQnac":{"level":1},"G7Zdf7UJAdTCOlca0YocAVj1nPE":{"level":1}},"extra":{"channel":"saas","pasteRandomId":"de9465ea-b457-4d00-abfc-c4e7e6a5eedc","mention_page_title":{},"external_mention_url":{}},"isKeepQuoteContainer":false,"selection":[{"id":2,"type":"text","selection":{"start":11,"end":125},"recordId":"CobgfN0hRdJidjch0mHcWzFHnWd"},{"id":3,"type":"text","selection":{"start":0,"end":189},"recordId":"DMTDfhoKDdO8yUcnHIicYJAXnbg"},{"id":4,"type":"text","selection":{"start":0,"end":245},"recordId":"FB5FfPcNGdsfVYceQdTcQAREnJg"},{"id":5,"type":"text","selection":{"start":0,"end":201},"recordId":"A9J2f1tPvdxo9ncsFX3c1xRXnqb"},{"id":6,"type":"text","selection":{"start":0,"end":310},"recordId":"QeJofyRnVdDEcYcjshAcBdhFnIe"},{"id":7,"type":"text","selection":{"start":0,"end":274},"recordId":"D0z4fk4dkd7Qp4cTRXzcZMhcnkb"},{"id":8,"type":"text","selection":{"start":0,"end":240},"recordId":"M3dWfV3iid3uC5c1KiTcAMaQnac"},{"id":9,"type":"text","selection":{"start":0,"end":196},"recordId":"G7Zdf7UJAdTCOlca0YocAVj1nPE"}],"pasteFlag":"efc7be82-9fd3-41bf-bc42-d32e72959008"}" 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