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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.

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.

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.

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.

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.

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.

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.

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

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.

Every marketer wants to know: What do Gen Z consumers care about? How do they shop? What motivates them to make a purchase?

Overly complicated ideas don鈥檛 go viral on Reels. 鈥淏e brutal in the simplicity of your idea,鈥� Rory McClenaghan, group strategy director at Molson Coors鈥� internal agency, Volt, said at Advertising Week New York 2023. If you can鈥檛 explain the Reels idea in four frames or fewer, it鈥檚 probably too complicated.

On today's episode, we discuss a part of digital ad spending that will overperform this year, why some countries will see a dip in online shopping, what will happen to time spent on social platforms, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, analyst Zach Goldner, and director of forecasting Oscar Orozco.

A broad escalation in tariffs could force brands to scale back ad budgets to protect margins. While major advertisers in consumer packaged goods (CPG), automotive, and retail might maintain some brand-awareness campaigns, performance-driven spending will likely be prioritized.

A primary issue for Alphabet is weaker ad sales, especially for YouTube, which curtailed Google鈥檚 overall revenue growth last year. Things aren鈥檛 looking great for 2023. We downgraded our global ad spending growth estimate from 8.9% to 6.9% for the year. The climate factor: Climate projects aren鈥檛 new for X, but there鈥檚 a clear refocusing, which is a sign of where Google thinks demand is headed.

VC firms scramble to keep money flowing to climate tech: After a pandemic-era funding boom, economic uncertainty threatens to undermine climate innovation. Recognizing the ROI, VC firms are taking action.

Physical stores matter most for driving awareness. But online, social media platforms outrank multibrand retailers鈥� digital channels in driving product discovery, with the most pronounced impact among Gen Z shoppers.