1H 2025 亚马逊 零售媒体 品牌如何出现在领先的零售媒体网络内部 揭秘 传感器塔 | 我们的客户 顶级出版商信赖Sensor Tower洞察以发展其业务 注意：按应用商店收入排名的顶级发行商 | 来源：Sensor Tower - 所有權歸屬於所有者 2 亚马逊零售媒体要点 大多数广告遵循一个熟悉、以转 化为导向的公式 大多数创意都比较同质化，经常包含折扣、优惠 券和"立即购买"的行动号召，强化了以绩效为导 向的方法。 现场展示主导了亚马逊的媒 体组合 广告商对OnSite Display的重视程度远高于其他任何 零售商，这表明亚马逊主要用于驱动下漏斗转化。 - 所有权利保留©© S Se en ns so or r T To ow we er r I In nc c. . - - A Al ll l R Ri ig gh ht ts s R Re es se er rv ve ed d 3 亚马逊在规模上领先，尤其是在 广告商数量上 2025年上半年，亚马逊的广告支出远超其他任何零售 商，但其真正的实力在于吸引了9500多家广告商，几 乎是下一个最接近的零售商的近9倍。 CPG Essentials和 ...

Financial Data and Key Metrics Changes - Revenue for Q1 2025 was $451 million, with contribution ex TAC increasing to $264 million, reflecting a year-over-year headwind from foreign currencies of $6 million [30] - Adjusted EBITDA for Q1 2025 was $92 million, up 30% year-over-year, driven by operational leverage from top-line growth and cost discipline [34] - Net income for Q1 2025 was $40 million, an increase from $9 million in the previous year, resulting in diluted earnings per share of $0.66 compared to $0.12 last year [35][36] Business Line Data and Key Metrics Changes - Retail media revenue was $59 million, with contribution ex TAC growing 18% at constant currency, driven by strength in on-site and off-site campaigns [31] - Performance media revenue was $392 million, with contribution ex TAC increasing by 4% at constant currency, led by the Commerce Growth Solution [32] - The company activated $335 million in media spend in retail media, up 21% year-over-year, with significant growth in U.S. agency spend [18][19] Market Data and Key Metrics Changes - Double-digit growth in media spend was observed in Asia Pacific, while low single-digit growth occurred in Europe and the Middle East, with lower budgets in the U.S. [33] - Travel was the fastest-growing vertical, up 44%, while retail and fashion saw declines, with fashion down 6% [34] Company Strategy and Development Direction - The company aims to reaccelerate growth and improve durability, fortifying its leadership position in retail media and reenergizing its performance media business [11][12] - Criteo is shifting from a managed service model to a more scalable self-service platform, investing in new formats like outcome-based native display and CTV [17][28] - The company plans to maintain adjusted EBITDA margins in the 33% to 34% range while generating industry-leading cash flows [28][41] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in the long-term prospects of the performance media segment, especially following Google's decision regarding third-party cookies [8][38] - The company anticipates contribution ex TAC to grow low single digits year-over-year at constant currency for 2025, with underlying growth expected to be around 20% excluding two specific clients [39][40] - Management acknowledged near-term challenges but emphasized the resilience of the business and the potential for continued growth and profitability [44] Other Important Information - The company has a strong financial position with $810 million in total liquidity and no long-term debt, allowing for disciplined capital allocation [36] - A share buyback program was initiated, with $56 million deployed for share repurchases in Q1 2025 [37] Q&A Session Summary Question: Impact of retail media client changes - Management noted that the largest retail media client will continue to use their technology but will curtail managed services, resulting in a significant impact on growth rates for retail media [49][51] Question: Macro trends in April - Management observed a soft macro environment in April, with mixed performance across categories, but emphasized resilience in their performance business [55] Question: Spending patterns across income demographics - Management indicated that spending patterns are being monitored, with some discretionary categories seeing less spend across income bands [61] Question: Revenue impact from large client downtick - Management clarified that the impact from the largest retail media client will be significant but is expected to lap within a year, with a focus on maintaining growth across the broader client base [63] Question: CTV and video strategy - Management expressed interest in CTV as a growing segment and is in the early stages of assessing how it fits into their overall strategy [95][96]

Financial Data and Key Metrics Changes - Net income for Q2 2025 was $1.788 billion or $4.02 per diluted share, up from $1.743 billion or $3.92 per diluted share in the same quarter last year, reflecting an 8.4% growth when excluding a prior year tax benefit [17][18] - Operating income increased by 12.3% year-over-year, while net sales rose to $62.53 billion, a 9.1% increase from $57.33 billion [21][18] - Membership fee income grew by 7.4% year-over-year to $1.193 billion, with a 9.4% increase when excluding foreign exchange impacts [25] Business Line Data and Key Metrics Changes - US comparable sales increased by 8.3%, while Canada comp sales rose by 4.6% [21] - E-commerce comp sales surged by 20.9%, indicating strong growth in online sales [22] - Non-foods category saw mid-teens comparable sales growth, with significant performance in consumer electronics and gaming products [38] Market Data and Key Metrics Changes - Traffic increased by 5.7% worldwide and 5.6% in the US, with average transaction value up by 1% globally [23] - Foreign exchange negatively impacted sales by approximately 2.1%, while gas price deflation had a minor impact of 0.1% [22] - International business, particularly in Canada, delivered record results on a constant currency basis despite foreign exchange fluctuations [13] Company Strategy and Development Direction - The company plans to open 28 new warehouses in fiscal year 2025, with a focus on expanding gas station hours to enhance member convenience [9][10] - A new employee agreement was implemented to provide industry-leading pay and benefits, reflecting the company's commitment to its workforce [11][12] - The company aims to leverage its global buying power and strong supplier relationships to maintain value for members amid inflationary pressures [14] Management's Comments on Operating Environment and Future Outlook - Management noted that consumers remain focused on quality and value, with a willingness to spend, although they are becoming more selective [66] - The company is closely monitoring the impact of tariffs and inflation on consumer behavior and is prepared to adjust strategies accordingly [67][86] - Management expressed confidence in the long-term growth potential of international markets, with plans for continued expansion [101] Other Important Information - Capital expenditures for Q2 were approximately $1.14 billion, with an estimated full-year CapEx of around $5 billion [38] - The company reported a slight increase in gross margin, with a reported rate of 10.85% for Q2 [29] - Inflation was noted to be low single digits overall, with fresh foods experiencing the highest inflation [46][140] Q&A Session Summary Question: Impact of consumer behavior on discretionary and non-discretionary spending - Management indicated that consumers are still willing to spend but are more selective, particularly in light of rising prices for certain goods [66] Question: Core margin trends and inflationary pressures - Management stated that while core on core margins were down slightly, overall gross margin improved, and they remain committed to investing in member value [78] Question: Weather impact on sales - Management acknowledged some weather-related impacts but noted that they were able to recover most of the sales lost due to adverse weather conditions [85] Question: Strategy regarding tariffs and sourcing - Management indicated a dual strategy of accepting some cost increases while also seeking alternative sourcing options to mitigate tariff impacts [92] Question: Long-term international growth prospects - Management expressed optimism about international growth, with plans for new warehouse openings in various global markets [101] Question: Performance of general merchandise and electronics - Management noted that while consumer electronics are experiencing sluggish growth, there are opportunities for innovation and market share growth [107] Question: Kirkland Signature product introductions - Management highlighted the potential for growth in non-food categories and the strategic approach to introducing new Kirkland Signature items [120]