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Retail media will be a $45 billion market this year and will continue to grow by about $10 billion in 2024, according to our forecast. Currently, the majority of retail media ad spend is driven by search. But the next phase will be driven by upper-funnel formats and in-store ad opportunities.

This year鈥檚 Super Bowl ads will be defined by big stunts, from FanDuel鈥檚 live Gronk field goal attempt (we won鈥檛 be betting on this) to whatever M&M鈥檚 is doing with 鈥淢a&Ya鈥檚 candy coated clam bites鈥� (these we would bet on). Here are five charts on Super Bowl advertising.

Instacart recently inked a deal with NBCU to bring its first-party customer data to ads on the latter鈥檚 streaming content, and is trying to expand the reach of its Caper Carts鈥攚hich support in-store advertising鈥攚ith the help of grocers like SaveMart, Kroger, and Schnucks.

The advertising angle: Of course, as with most retail initiatives these days, there is the potential upside to both companies鈥� advertising businesses. Uber鈥檚 newly expanded reach gives merchants on its platform a bigger incentive to increase their ad budgets. Likewise, the new delivery offering will make Instacart a more attractive prospect for advertisers looking to get in front of customers.

PubMatic's strategic alliance with Instacart boosts programmatic advertising: The initiative merges retail media data with advanced targeting for improved ad impact.

鈥淎 huge piece of the traditional partnership between consumer packaged goods (CPG) and retailers has been those printed circulars.鈥�. These circulars drive engagement and a lot of sales, said Hovorka, but they鈥檙e tricky to translate to an online experience. With Kargo, the grocer can turn print circulars into digital ad units with moving text and images and shoppable components.

This could be good for consumers, but could also upend the delicate balance of publishers, tech giants and advertisers on which the internet, as we know, has long depended. Right, it's Mr. Mims. He says he's been guiltily using a new, free, AI-supported search engine/web browser called Arc Search.

A rebrand can be intensive, but guiding principles like establishing clear goals and metrics from the start will help teams measure success. Gathering customer feedback is another essential step to managing a rebrand.

This vast footprint gives Walmart the ability to reach consumers who only shop at physical stores and presents brands with countless in-store advertising opportunities. Ad revenue growth. Walmart鈥檚 ad revenues will grow 39.1% this year, 38.5% next year, and 38.0% in 2025, according to our forecast.

But I just want to mention ad space TV isn't just a Super Bowl party, but is a year round Fiesta. I think it's important for advertisers to notice that it's not just sporting events that they need to advertise to. Not when 93 out of 100 of the best rated audiences are coming from sporting, you're missing a whole nother subset of the population.

The combination of booming grocery and ecommerce sales is fueling Walmart鈥檚 highly lucrative advertising business. Walmart Connect grew revenues by 26% during the quarter, while Sam鈥檚 Club MAP saw a 27% bump in sales. Warning signs?

Those are just a fraction of the RMNs advertisers have to choose from. As the channel grows, retailers beyond consumer packaged goods are getting involved, from department stores to delivery companies.

The FTC spots a trust problem in health and wellness advertising: Nearly 700 brands including Unilever and Coca-Cola are warned for misleading ads.

While brands can鈥檛 directly advertise within Instagram DMs, Meta鈥檚 鈥渃lick-to-message鈥� ads, which users can click to start a conversation with a business, are the company鈥檚 fastest-growing ad format. Crystal ball: Pinterest relied on usage data and predictive models to inform its trend forecast. It expects blue makeup, combat sports, and 鈥渟lowcations鈥� will become favorites among Gen Z and millennials.

Kroger Precision Marketing鈥檚 secret sauce: Achieving equivalent sales impacts with 51% fewer impressions, enhancing ad intelligence with in-house platforms, and recruiting top-tier talent, according to Cara Pratt.

Amazon is doing everything it can to keep growing: The retailer has a dizzying array of initiatives in the pipeline, from in-game merchandise shops to generative AI advertising tools to incentives for shoppers to retrieve orders in person.

Those players include retail media ad servers and supply-side platforms on the sell side, and demand-side platforms and advertiser ad servers on the buy side. As marketers test and learn, many are discovering that managing media buys across multiple networks can be costly and time consuming, Verna said.

Walmart expands in-store retail media opportunities: The big-box retailer is giving advertisers more opportunities to reach physical shoppers with digital screens, audio ads, and sampling.

It already generates a larger share of its revenues from advertising than retail media leader Amazon and the ad business is dependent on the success of its delivery business. If the delivery business continues to slow, advertisers will begin shifting their dollars elsewhere.

The big takeaway: Instacart is seeking to convince investors that it is a technology and advertising company that also plays in online delivery. That鈥檚 gaining importance as consumers鈥� growing price sensitivity drives them to pull back on delivery.

Swiftly also teamed up with nonprofit ad organization Alliance Retail Group to launch a RMN, connecting independent grocers with consumers across digital and physical channels. Other partnerships can help small grocers expand their retail media capabilities:.

Understand the mix of industries buying ads. Recognize how competitive retail advertising can be. More like this:. Microsoft ad updates worth watching. 5 charts on how CPG is becoming more digitally focused. Advertising makes up the lion鈥檚 share of mobile app revenues.

Walmart+ increased the money it spent on advertising by 87% between January and September 2023 as compared with the same time period in 2022, per MediaRadar.