蘑菇AV

Google is enhancing its retail ad offerings with loyalty-driven personalization tools aimed at retention. New features include personalized pricing and shipping perks for loyalty members, a 鈥渓oyalty mode鈥� in Google Ads鈥� retention goal to optimize for high-lifetime-value customers, and personalized annotations in Performance Max campaigns. Sephora, an early adopter, reported a 20% lift in click-through rates from loyalty-focused annotations. The launch comes as loyalty ranks high on 蝉丑辞辫辫别谤蝉鈥� holiday priorities and as CMOs lean on loyalty programs to bolster first-party data. With Amazon pulling away from Google, the updates position Ads as a retention engine in the retail fight.

After beauty's social return on ad spend (ROAS) dipped to $1.90 in Q4 2024, the category saw a marked jump up to $3.50 in Q1 2025, according to a March report from Cart.com.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Consumers in Japan have been slow to embrace digital technology, but they are gradually warming to it. Recent data shows consumers are changing their online shopping and media consumption behavior.

This is the first installment of our 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淐anada Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the first installment of our 鈥淐anada Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

On today鈥檚 podcast episode, we discuss our 鈥榲ery specific, but highly unlikely鈥� predictions for the future of digital in 2026 and beyond. Why browsers will become the new AI battleground, what does it mean if agentic AI doesn鈥檛 take over shopping, and can GenAI actually lead to more of the jobs it can easily destroy? Join Senior Director of Podcasts and host, Marcus Johnson, Senior Director of Briefings, Jeremy Goldman, Principal Analyst, Sara Marzano, and Vice President of Content, Paul Verna. Listen everywhere and watch on YouTube and Spotify.

Ad dollars mirror that shift: Online formats will climb 12.3% in 2025 to $405 billion, while offline spending declines 5.5% to $181 billion. Newspapers will decline farther (-13%) than total offline spending. For economic coverage, newspapers (and magazines) are only used by 8% of the population.

The news: YouTube鈥檚 lead in connected TV (CTV) advertising faces a real threat as Amazon Prime Video gains momentum. But that standing might be short-lived鈥擜mazon鈥檚 Prime Video is on track to surpass YouTube as the top CTV advertising platform by 2027, per Morgan Stanley as cited by Business Insider. Our take: Marketers should expect CTV ad dollars to shift toward Amazon鈥檚 ecosystem by 2027. Early investment in Amazon鈥檚 premium, shoppable ads can secure top inventory and sharpen targeting as streaming evolves.

The news: Fanatics launched Fanatics Advertising, a division that will oversee the company鈥檚 ad and brand partnership strategy across its commerce, collectibles, gaming, and events businesses. Our take: Fanatics is taking its swing at the fast-growing commerce media space. Commerce media represented 18.0% of US digital ad spending last year, and we expect its share to keep climbing鈥攈itting nearly $1 of every $5 spent on digital ads (19.7%) this year and close to $1 in $4 (24.8%) by 2029, the end of our forecast period. Sitting at the crossroads of sports fandom鈥攎erchandise, collectibles, betting, and live events鈥擣anatics has a brand position few, if any, rivals can match. If it executes well, Fanatics Advertising could be a home run by turning its unmatched access to fans into an equally powerful ad play.

The report: OpenAI is reportedly developing a checkout feature that would allow users to complete purchases directly within ChatGPT, according to The Financial Times. Merchants would pay OpenAI a commission on any resulting sales. Our take: At the risk of sounding hyperbolic, checkout integration could fundamentally transform the ecommerce landscape. Even before news of the feature began circulating, brands were exploring AI optimization, or 鈥淎IO鈥�, to rank in AI-generated product recommendations. Now, with purchases just a click away, ChatGPT could emerge as a viable commerce engine鈥攅specially if it undercuts incumbent marketplaces鈥� take rates. And it likely won鈥檛 be alone for long. Rivals like Perplexity and Anthropic are almost certain to build similar transactional layers, creating a new crop of marketplace-like platforms for sellers in short order.

The insight: Amazon鈥檚 decision to double the length of its Prime Day sale delivered significant rewards for its advertising business鈥攁s we said it would. The takeaway: The first four-day Prime Day was an important learning experience for brands. With the event unlikely to get any shorter, sellers will need to be more precise about their ad strategy鈥攆ocusing spending on times of day when shoppers are more likely to buy, or saving the bulk of their budgets for end-of-sale urgency.

In China, ecommerce channel ad spending represents over 38% of total digital ad spending, and ecommerce search spending accounts for 64.0% of total search. Could the US figures reach similar heights?

New tariffs and policy uncertainty are raising prices, stalling guidance, and pushing shoppers toward discount channels, especially in ecommerce and essential goods. Tech companies face rising regulatory and tariff pressure.

This is the first installment of our 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.