Research on Retail Media Advertisements and Consumer Requirements - Taking E-Commerce Listing Pages as an Example

In the "Cookieless" era, user-oriented privacy awareness highlights the advantages of e-commerce in directly obtaining user information. The era of emphasis on consumer experience has accelerated the development of retail media advertising. Therefore, the goal of this research is to promote the balance between e-commerce, retailers and consumer experience, and to improve digital advertising marketing efficiency and user experience. First of all, this study summarizes the 3 most common page types and 8 types of advertisements for retail advertisements through case studies. Then, a consumer questionnaire surveywas conducted through a simulated sample, and the influence of different consumer motivations and search types on the usage status of different pages was also explored. This study found that the list page is the best exposure position for retail media advertisements, and "Top Row ads" is the type of advertisement that attracts the most attention and favor from consumers. On the contrary, it is the type of "Sponsorship Advertising" that is currently the most widely used. It highlights how little e-commerce currently understands about the consumer experience. Finally, 10 key consumer requirements and 8 key design elements are sorted out through focus groups through QFD method.