{"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":"lascesa-dei-media-al-dettaglio-come-e-diventata-unindustria-da-150-miliardi-di-euro","status":"publish","type":"post","link":"https:\/\/ebiquity.com\/it\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/","title":{"rendered":"L'ascesa dei media al dettaglio: Come \u00e8 diventata un'industria da $150 miliardi di euro"},"content":{"rendered":"
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I media retail si sono rapidamente evoluti in un'industria da $150 miliardi, trainata dal valore crescente dei dati di prima parte dei consumatori. Con l'inasprimento delle restrizioni sulla privacy online, gli inserzionisti si rivolgono ai rivenditori che possiedono l'intero percorso del cliente, consentendo un targeting preciso e l'attribuzione diretta dell'impatto sulle vendite. La rapida ascesa dei media retail non mostra segni di rallentamento e le proiezioni indicano che nei prossimi quattro anni superer\u00e0 il valore della pubblicit\u00e0 televisiva tradizionale e connessa messe insieme.<\/span>\u00a0<\/span><\/p>\n

Travis Lusk<\/strong><\/a>, Group Director of Client Success and Growth di Ebiquity North America, sottolinea le significative implicazioni in termini di costi degli investimenti nei media retail, spiegando che i retailer incorporano nei loro CPM una tariffa per i dati, che \"rappresenta fino a un quarto del costo totale del CPM\".<\/span>\u00a0<\/span><\/p>\n

Nonostante la sua efficacia, la gestione dei budget per i media retail si sta rivelando una sfida per molti marchi, in quanto coinvolge pi\u00f9 funzioni all'interno di un'organizzazione, dallo shopper marketing ai team del marchio e dell'e-commerce. Lusk osserva che i marchi hanno difficolt\u00e0 a coordinarsi internamente:<\/span>\u00a0<\/span><\/p>\n

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I CMO e gli amministratori delegati dei marchi affermano di volere che tutte le spese e gli investimenti siano coordinati e lavorino insieme e non siano in questi silos, ma non \u00e8 ancora cos\u00ec.<\/i><\/span>“.<\/p>\n

Travis Lusk, Direttore del Gruppo per il successo e la crescita dei clienti di Ebiquity Nord America<\/span><\/span><\/span><\/cite><\/p>\n<\/blockquote>\n

Con la continua espansione dei media retail, aumentano anche le complessit\u00e0 di esecuzione. Con oltre 220 reti di media retail in tutto il mondo, molti marchi si trovano a lavorare su pi\u00f9 di 20 piattaforme diverse. Questa frammentazione crea inefficienze operative e gli sforzi di consolidamento si rivelano difficili a causa del desiderio dei rivenditori di proteggere i propri dati proprietari. Tuttavia, come sottolinea Lusk, in assenza di una ristrutturazione e di una migliore collaborazione, i marchi rischiano di incorrere in inefficienze nei loro investimenti nei media.<\/span>\u00a0<\/span><\/p>\n

Per un approfondimento su come i brand possono ottimizzare la loro strategia media per il retail, leggete l'articolo completo su Campaign qui<\/strong>.<\/a><\/span><\/p>\n

Esplorate le sfide e le opportunit\u00e0 principali nel settore dei media per la vendita al dettaglio leggendo <\/span>Le quattro grandi domande a cui i media al dettaglio devono rispondere<\/span><\/i> qui<\/strong>.<\/span><\/a><\/p>\n

Per capire come orientarsi efficacemente in questo panorama in evoluzione, scaricate il documento di Ebiquity <\/span>Guida ai media per la vendita al dettaglio<\/span><\/b> qui<\/a><\/strong>.<\/span>\u00a0<\/span><\/p>\n

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<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

L'ascesa fulminea dei media retail non mostra segni di rallentamento: le proiezioni indicano che nei prossimi quattro anni supereranno il valore della pubblicit\u00e0 televisiva tradizionale e connessa messe insieme.<\/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\/it\/approfondimenti-sulle-notizie\/stampa\/lascesa-dei-media-al-dettaglio-come-e-diventata-unindustria-da-150-miliardi-di-euro\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\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\/it\/approfondimenti-sulle-notizie\/stampa\/lascesa-dei-media-al-dettaglio-come-e-diventata-unindustria-da-150-miliardi-di-euro\/\" \/>\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=\"Scritto da\" \/>\n\t<meta name=\"twitter:data1\" content=\"James Chapman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo di lettura stimato\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minuti\" \/>\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\":\"it-IT\"},{\"@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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