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Walmart鈥檚 market share gains continued in Q1 as the retailer emphasizes value and convenience: The company continues to draw in more high-income shoppers, while its advertising and marketplace offerings boost revenues.

YouTube commands a large share of CPG and financial services ad spending, while Facebook takes in more retail ad dollars. Sensor Tower and Insider Intelligence data shows what platforms are industry 补诲惫别谤迟颈蝉别谤蝉鈥� go-to, and where spending by sector is imbalanced. While Facebook and YouTube鈥檚 ad spending is more evenly distributed compared with Twitter, there are some notable standouts.

Brands need to remain vigilant about potential threats鈥攂ut they also, as Charlotte Tilbury鈥檚 ad campaign emphasizes, need to make it clear to consumers why their products are superior to lower-priced copies. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

QSR customers focused on value in Q1: The common thread in the earnings of Starbucks, McDonald鈥檚, Yum Brands, and Restaurant Brands International is that consumers are feeling jittery.

Seller Scott McIntosh鈥檚 daily sales dropped to $50, down from $1,000 last year, while advertising costs have gone up and seller subsidies have been slashed, he told Modern Retail. Still, the platform is a channel that few brands can ignore, especially as consumer spending shows signs of slowing.

Physical stores are a massive untapped opportunity for advertisers, and as retail media evolves, more networks are beginning to explore in-store media formats. Here are three recent examples.

Retail and brand sites (including mobile apps) do collectively drive greater awareness, according to our proprietary survey of 1,447 consumer goods shoppers. But stores are still highly relevant in most product categories, even those with high ecommerce sales rates.

Out-of-home (OOH) campaigns in big cities need diversity in OOH formats so more of the target audience sees the ads without advertisers necessarily spending more, according to Brian Rappaport, CEO of OOH agency Quan Media Group.

Shoppers are beginning to trade back up to premium CPG brands: While volume growth is recovering at Unilever and Kimberly-Clark, pressure on lower-income consumers is hurting Nestl茅 and PepsiCo.

Instacart will grow its ad revenues by 41.3% this year, according to our forecast, outpaced just slightly by Walmart. Among grocery delivery intermediaries, Instacart remains dominant, capturing 73.0% of 2023鈥檚 digital grocery sales.

鈥淭he beauty of a clean room is that it's a privacy-centric way for CVS to share data from its 74 million Extra Care members and for us to share the data from our 498 million users, and end up with a repository of powerful, completely anonymized first-party data,鈥� said Carrie Sweeney, VP of retail at Pinterest. 鈥淭hen we can connect our users with targeted ads without sharing any of their personal data, just as CVS can on its website.鈥�

Our US digital ad revenue forecast expects Walmart鈥檚 advertising revenues to grow 40.4% this year, outpacing the rate of every other large company. While Amazon has long sold a massive number of household staples online, it rightly recognizes that physical stores are where the vast majority鈥�88%, according to our grocery forecast鈥攐f sales take place.

Kroger Precision Marketing has added Snapchat to its retail media offerings, enabling advertisers to use Kroger鈥檚 first-party data to target consumers with Snap or Story ad campaigns.

A recent ad for Kellogg's promotes cereal as an alternative to a more traditional dinner of chicken, suggesting that consumers should 鈥済ive chicken the night off.鈥�. CEO Gary Pilnick doubled down in an interview with CNBC, saying, 鈥淭he cereal category has always been quite affordable, and it tends to be a great destination when consumers are under pressure.

Forty-six percent of advertisers surveyed in November 2022 ran in-store digital out-of-home (DOOH) campaigns, and a further 31% were considering them, per the Interactive Advertising Bureau (IAB). That suggests DOOH already has solid adoption along with plenty of upside potential.

The 2024 implication: While the retail media landscape is getting more crowded, there鈥檚 still room to grow for networks that are in tune with what advertisers want. Kroger Precision Marketing launched a self-service solution last year, giving clients more control over campaigns and Kroger鈥檚 customer data. 2. Personalization can be profitable.

Amazon and Walmart Connect are the two biggest players, according to data from the Association of National Advertisers, but Target, Kroger, and Instacart are not too far behind. That means advertisers have options. Lipsman says as long as supply outpaces demand, cost per click will stay low, 鈥渂ut it may be safer to invest in still-maturing platforms.鈥�. Affordable grocers are thriving.

础尘补锄辞苍鈥檚 advertising division ranked highest in our Power of Amazon in 2023 report. Its retail ecommerce division, 础尘补锄辞苍鈥檚 biggest business by dollars, lost share between our initial rankings in 2021 and our current forecast.

Super Bowl LVIII is less than two weeks away. Not every ad has been announced, but we鈥檝e kept watch on the teasers. This year鈥檚 Super Bowl will be defined by a potential Taylor Swift appearance, possible Paramount+ complications, and some big swings from brands. Ahead of the Kansas City Chiefs and the San Francisco 49ers鈥� big night, here are five trends we鈥檙e watching.

Plus, loyalty members have to opt-in to sharing their information, which may help them feel more comfortable with highly targeted ads or messaging. 70% of internet users worldwide would share their communication preferences for personalized interactions and special incentives, per February 2023 data by Airship. 62% of consumers would share their demographic information, 60% would share their mobile phone

Targeted, relevant advertising that motivates shoppers to buy is the goal of any retail marketer. But with retail media advertising sitting so close to the point of purchase, the potential upside is even greater.

Retail media networks are rolling out more advanced targeting capabilities as advertisers seek to more accurately and effectively reach their audiences. Here are two recent examples.

Many advertisers see retail media solely as a performance marketing channel. But 7-Eleven鈥檚 retail media network, Gulp Media, is aiming higher up the funnel.

The Kroger Co.鈥檚 smart cooler screens act as both in-store advertisements and a place for customers to learn more about products. Amazon is giving consumers a safer, easier way to checkout with biometric payment tech at Whole Foods Market. Follow the leader: Late last year, Nike opened its first US location for its Nike Rise concept.