{"id":26609,"date":"2025-02-05T10:32:13","date_gmt":"2025-02-05T10:32:13","guid":{"rendered":"https:\/\/ebiquity.com\/?p=26609"},"modified":"2025-03-07T15:57:29","modified_gmt":"2025-03-07T15:57:29","slug":"der-aufstieg-der-einzelhandelsmedien-wie-sie-zu-einer-150-milliarden-industrie-wurden","status":"publish","type":"post","link":"https:\/\/ebiquity.com\/de\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/","title":{"rendered":"Der Aufstieg der Einzelhandelsmedien: Wie sie zu einer $150-Milliarden-Industrie wurden"},"content":{"rendered":"
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Der Medieneinzelhandel hat sich rasch zu einer $150-Milliarden-Branche entwickelt, die durch den steigenden Wert von Verbraucherdaten aus erster Hand angetrieben wird. Mit der Versch\u00e4rfung der Datenschutzbestimmungen im Internet wenden sich Werbetreibende an Einzelh\u00e4ndler, die \u00fcber die gesamte Customer Journey verf\u00fcgen, was eine pr\u00e4zise Zielgruppenansprache und eine direkte Zuordnung der Umsatzwirkung erm\u00f6glicht. Der kometenhafte Aufstieg der Einzelhandelsmedien zeigt keine Anzeichen einer Verlangsamung, und Prognosen zeigen, dass sie innerhalb der n\u00e4chsten vier Jahre den Wert der traditionellen und vernetzten Fernsehwerbung zusammen \u00fcbertreffen werden.<\/span>\u00a0<\/span><\/p>\n

Travis Lusk<\/strong><\/a>, Group Director of Client Success and Growth bei Ebiquity North America, hebt die erheblichen Kostenauswirkungen von Medieninvestitionen im Einzelhandel hervor und erkl\u00e4rt, dass Einzelh\u00e4ndler eine Datengeb\u00fchr in ihre CPMs einbeziehen, die \"bis zu einem Viertel der gesamten CPM-Kosten ausmacht\".<\/span>\u00a0<\/span><\/p>\n

Trotz ihrer Effektivit\u00e4t erweist sich die Verwaltung von Medienbudgets f\u00fcr den Einzelhandel f\u00fcr viele Marken als Herausforderung, da sie sich \u00fcber mehrere Funktionen innerhalb eines Unternehmens erstreckt, vom Shopper Marketing bis hin zu Marken- und E-Commerce-Teams. Lusk stellt fest, dass Marken mit der internen Koordination zu k\u00e4mpfen haben:<\/span>\u00a0<\/span><\/p>\n

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Marken-CMOs und CEOs sagen, dass sie wollen, dass all diese Ausgaben und Investitionen koordiniert werden und zusammenarbeiten und nicht in diesen Silos stattfinden - es ist einfach noch nicht so weit.<\/i><\/span>“.<\/p>\n

Travis Lusk, Group Director f\u00fcr Kundenerfolg und Wachstum bei Ebiquity North America<\/span><\/span><\/span><\/cite><\/p>\n<\/blockquote>\n

Mit der zunehmenden Verbreitung von Einzelhandelsmedien steigt auch die Komplexit\u00e4t der Ausf\u00fchrung. Mit \u00fcber 220 Mediennetzwerken f\u00fcr den Einzelhandel weltweit arbeiten viele Marken auf mehr als 20 verschiedenen Plattformen. Diese Fragmentierung f\u00fchrt zu betrieblichen Ineffizienzen, wobei sich Konsolidierungsbem\u00fchungen aufgrund des Wunsches der Einzelh\u00e4ndler, ihre gesch\u00fctzten Daten zu sch\u00fctzen, als schwierig erweisen. Wie Lusk jedoch betont, riskieren Marken ohne Umstrukturierung und bessere Zusammenarbeit Ineffizienzen bei ihren Medieninvestitionen.<\/span>\u00a0<\/span><\/p>\n

F\u00fcr einen tieferen Einblick, wie Marken ihre Medienstrategie f\u00fcr den Einzelhandel optimieren k\u00f6nnen, lesen Sie den vollst\u00e4ndigen Artikel auf Campaign hier<\/strong>.<\/a><\/span><\/p>\n

Erkunden Sie die wichtigsten Herausforderungen und Chancen im Bereich der Einzelhandelsmedien mit der Lekt\u00fcre <\/span>Die vier gro\u00dfen Fragen, die der Einzelhandel beantworten muss<\/span><\/i> hier<\/strong>.<\/span><\/a><\/p>\n

Um zu verstehen, wie man sich in dieser sich entwickelnden Landschaft effektiv bewegen kann, laden Sie den Ebiquity-Bericht <\/span>Medienf\u00fchrer f\u00fcr den Einzelhandel<\/span><\/b> hier<\/a><\/strong>.<\/span>\u00a0<\/span><\/p>\n

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Der kometenhafte Aufstieg der Einzelhandelsmedien zeigt keine Anzeichen einer Verlangsamung, und Prognosen deuten darauf hin, dass sie innerhalb der n\u00e4chsten vier Jahre den Wert der traditionellen und der vernetzten Fernsehwerbung zusammen \u00fcbertreffen werden.<\/p>","protected":false},"author":9,"featured_media":26614,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33],"tags":[81],"class_list":["post-26609","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-press","tag-ebiquity-announcement"],"yoast_head":"\nThe Rise of Retail Media: How It Became a $150bn Industry - Ebiquity<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ebiquity.com\/de\/nachrichteneinblicke\/presse\/der-aufstieg-der-einzelhandelsmedien-wie-sie-zu-einer-150-milliarden-industrie-wurden\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Rise of Retail Media: How It Became a $150bn Industry\" \/>\n<meta property=\"og:description\" content=\"Retail media\u2019s meteoric rise shows no signs of slowing, with projections indicating it will surpass the value of traditional and connected TV advertising combined within the next four years.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ebiquity.com\/de\/nachrichteneinblicke\/presse\/der-aufstieg-der-einzelhandelsmedien-wie-sie-zu-einer-150-milliarden-industrie-wurden\/\" \/>\n<meta property=\"og:site_name\" content=\"Ebiquity\" \/>\n<meta property=\"article:published_time\" content=\"2025-02-05T10:32:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-07T15:57:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ebiquity.com\/wp-content\/uploads\/2025\/02\/retail-media-campaign-press-ebiquity.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"James Chapman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ebiquityglobal\" \/>\n<meta name=\"twitter:site\" content=\"@ebiquityglobal\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"James Chapman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Gesch\u00e4tzte Lesezeit\" \/>\n\t<meta name=\"twitter:data2\" content=\"2\u00a0Minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/\"},\"author\":{\"name\":\"James Chapman\",\"@id\":\"https:\/\/ebiquity.com\/#\/schema\/person\/7295abdf5be9e4e80be501a6de41c8fd\"},\"headline\":\"The Rise of Retail Media: How It Became a $150bn Industry\",\"datePublished\":\"2025-02-05T10:32:13+00:00\",\"dateModified\":\"2025-03-07T15:57:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/\"},\"wordCount\":333,\"publisher\":{\"@id\":\"https:\/\/ebiquity.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ebiquity.com\/wp-content\/uploads\/2025\/02\/retail-media-campaign-press-ebiquity.jpg\",\"keywords\":[\"ebiquity announcement\"],\"articleSection\":[\"Press\"],\"inLanguage\":\"de\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/\",\"url\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/\",\"name\":\"The Rise of Retail Media: How It Became a $150bn Industry - 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