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The ROI of OOH can be harder to prove because it doesn鈥檛 usually have the same closed-loop measurement capabilities a performance medium like a search ad might. But measurement has gotten more sophisticated and real-time measurement tools, geo-fencing, and location targeting technologies are increasingly common. And measurement will keep improving.

Key stat: US retail media search ad revenues will grow at a rate of 18.7% this year, nearly four times faster than the rest of search advertising (5.0%), according to our forecast. Who is driving retail media search growth? Amazon, almost entirely. Amazon will account for $23.95 billion of the total $29.69 billion US retail media search ad spend market this year, per our forecast.

It will rake in nearly $24.54 billion in search ad revenues this year, making its search ad business more than 12 times bigger than that of Walmart, the next largest player in retail media search. Walmart is still one to watch.

Goldberg wrote, "Today, brands spend billions on search ads and retail media to capture shopper intent at the point of purchase." He says, "What happens when AI assistants eliminate that step altogether? If a consumer asks an AI to reorder peanut butter, where does the brand place its ad?" Todd, how do you maintain brand messaging in a more conversational universe? Todd Hassenfelt (20:45):.

That translates to $2.42 billion in search ad revenues. But Walmart鈥檚 search business is growing faster than any other platform we track. Its search ad revenues will increase 30.4% this year鈥攁lmost twice as fast as Target鈥檚 and Amazon鈥檚. Walmart鈥檚 search ads match Amazon鈥檚 in breadth and consistency.

With Google having had a weak Q3 in part on account of its ad business, this doesn鈥檛 bode well for its Q4 results鈥攁nd its search ad revenue growth will be nearly half of what it mustered this year. This article originally appeared in Insider Intelligence's Marketing & Advertising Briefing鈥攁 daily recap of top stories reshaping the advertising industry.

Digital ad spend tops $300 billion in 2024: Video dominates growth, driving display advertising's share and reshaping ad strategies through social and OTT.

Online buyers have always been at the core of search advertising. In retail media, transactions are often attributed to sponsored search, which is why search outpaces display in retail media. It will account for 65.0% of retail media ad spending this year. Retail media is the fastest-growing segment. Retail media ad spending will have a whopping 24.9% growth rate in 2024.

Insider Intelligence spoke with Hiroki Asai, global head of marketing at Airbnb, about recent marketing campaigns addressing inflation鈥檚 impact on the travel industry and the brand鈥檚 shift away from search and performance-based marketing.

Retail media is taking Latin America鈥檚 digital ad industry by storm, with advertisers spending nearly $2 billion this year, per our inaugural forecast. Here are the latest trends you need to know.

This is a big shake up to Google's search-advertising strategy. Even though consumers like the AI Overviews and utilize the AI Overviews, I'm not sure how much evidence there is for how much engagement it drives. Marcus Johnson (00:48):. Hey, gang. It's Thursday, October 10th.

I think long-term, a search engine also gives Meta new services to monetize and through search ads specifically. And that could help boost its revenues, also put more pressure on Google because we already know that social has become a major search tool.

It鈥檚 too soon to make projections, but the potential for significant sums of audio search advertising is there.

Bluesky mulls a future with ads: CEO Jay Graber said the platform could put ads in search results as it searches for revenues.

Retail media is the fastest-growing US ad channel we track, and will represent over a third of the US search ad market by 2027, according to our Search Ad Spending Forecast and Trends H2 2023 report. Generative AI search could shake up search ad spend, but how that will happen is still unknown. This was originally featured in the eMarketer Daily newsletter.