{"id":98377,"date":"2024-05-08T16:39:35","date_gmt":"2024-05-08T14:39:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=98377"},"modified":"2024-05-13T12:41:18","modified_gmt":"2024-05-13T10:41:18","slug":"hoe-retailmedia-supermarkten-een-concurrentievoordeel-bezorgen-tegenover-discounters","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/hoe-retailmedia-supermarkten-een-concurrentievoordeel-bezorgen-tegenover-discounters\/","title":{"rendered":"Hoe retailmedia supermarkten een concurrentievoordeel bezorgen tegenover discounters"},"content":{"rendered":"\n

De verwachte groei voor retailmedia de komende jaren is enorm. Met name supermarktketens kunnen met hun advertentieafdelingen de harddiscounters de loef afsteken, blijkt uit een nieuwe analyse.<\/p>\n\n\n\n

Groter dan TV<\/h2>\n\n\n\n

Als er de afgelopen jaren \u00e9\u00e9n hyperactueel thema was in retail, dan is het wel de onhoudbare opkomst van retailmedia. Voor retailers is het een meer dan welgekomen bijkomende bron van inkomsten en marge. Voor merken is het een opportuniteit om hun producten en diensten te promoten in winkels, op de websites en in de apps van retailers. Dat ze daarbij gebruik kunnen maken van de first-party data<\/em> van die retailers is in een tijd zonder third-party cookies<\/em> een sterke troef. Je bereikt consumenten op het juiste moment op de juiste plaats met de juiste boodschap.<\/p>\n\n\n\n

De vooruitzichten zijn dan ook overweldigend: tegen 2025 zouden de wereldwijde retailmediabudgetten wel 176 miljard dollar (160 miljard euro) kunnen vertegenwoordigen. Daarmee zou de sector dus al groter worden dan die van televisiereclame. Die groei wordt voor een groot deel gedreven door de verdere groei van e-commerce: naarmate meer consumenten online winkelen, hebben retailers meer mogelijkheden om via advertenties inkomsten te genereren met hun platforms. Toch bevinden supermarktketens zich wellicht in de gunstigste positie om hun voordeel te doen met de exploitatie van retailmedia.<\/p>\n\n\n\n

Hogere marges <\/h2>\n\n\n\n

Vanaf nu vindt u onze Plus-inhoud exclusief in de nieuwe RetailDetail Connect&Learn-app of -webomgeving. Klik op de onderstaande knop om het artikel daar verder te lezen.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

De verwachte groei voor retailmedia de komende jaren is enorm. 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