2022 Benedict Evans 2022 The New Gatekeepers · page 38 of 103
The chart highlights the emergence and growth of 'Retail' media as a distinct category starting around 2020.
Consulting deck · industry_trends · analyze_data · balanced density
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Slide schematic 5/7
callout 0/1 chart 1/1 legend 1/1 metric 0/1 source-note 1/1 title 2/2
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calloutmetric · primary
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callout bar-stacked legend primary source-note action-title headline
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Action Titles slide · 90%
Title repeats subhead: '10% share in 2022'
Chart Selection Guide slide · 50%Share of US advertising spending
Color Strategy slide · 88%Retail segment isolated in red against grey/black stack
Von Restorff Effect slide · 82%Single red retail block stands out in stacked bars
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