Key stat: Best Buy gave its sponsored product listings the most prominent visibility compared with other retail sites, according to a Q3 2023 to Q1 2024 study from Crealytics. Almost half (51%) of its sponsored products were placed at the top of the page and the other half in the shopping grid.

Beyond the chart:

• Walmart and Amazon have the most varied placements of retail media ads, appearing throughout its shopping pages (top and bottom of pages and in-grid), the same report found.
• Retail media ads receive a 183% higher engagement rate than the baseline average across all impressions tracked by DoubleVerify. High engagement comes at the cost of viewability, however, as the ads are not as frequently seen in full. Only 36% of retail media ads placed on retailers’ owned and operated inventory were seen by viewers, compared with 73% for audience extension inventory.
• Retailers with media networks face the challenge of achieving ad visibility without compromising a user experience that is conducive to product discovery and searchability.

Use this chart:

• Identify retail media networks that align with your advertising goals.
• Inform A/B tests of ads across different retail media networks.
• Diversify your retail media investments.

More like this:

• Retail media placements have high engagement but low viewability, says DoubleVerify report
• Who are the ad tech platforms powering the retail media ecosystem?
• Retail media will account for almost a quarter of all US media ad spend in 2028
• Retail Media Search Forecast and Trends 2024 (EMARKETER subscription required)

Methodology: Data is from the May 2024 Crealytics "H1 2024 Sponsored Products Benchmarks Report." Crealytics analyzed publicly available desktop search results from 9 leading US-based retail media networks during Q3 2023-Q1 2024. Data is based on a representative set of more than 2,500 keywords in selected categories. Additionally, this report includes data from 3,500+ brands and the following sponsored ad units: in-grid, carousel, brand carousel, and video.