蘑菇AV

Methodology: Data is from the November 2024 Duke University's Fuqua School of Business "The CMO Survey: Managing the Challenges of Marketing Technology, Privacy, and Marketplace Threats" commissioned by Deloitte and American Marketing Association. 260 US CMOs were surveyed online during September 4-25, 2024. 97.2% of respondents were VP-level or above at for-profit companies.

GenAI tool Jacquard helped luxury apparel marketplace Farfetch test creative with segments and personalize email copy. Optimizing paid search (medium impact, easy to implement). Why genAI? Advertisers buy search ads on keywords or word combinations. Search advertisers can use genAI to identify new keywords, group them in novel ways, and assess match levels that they may not have considered.

Poshmark partnered with Loop to enable shoppers to sell unreturnable items on its marketplace, after noting a sizable rise in listings labeled 鈥渕issed return.鈥� Users wishing to resell items from participating merchants can quickly generate prefilled listings with one click from the returns portal.

On one side of the marketplace, you have these users who create content for fun. They are not defining themselves as creators. On the other hand, the space that we plan for selling our solution to brands, it comes from their creator marketing dollars.

Index Exchange launched Index Marketplaces, a product designed to expand the range of third parties who can assemble publishers鈥� inventory. It has already become the 鈥渇astest-growing product in the company鈥檚 history,鈥� according to Paul Zovighian, the vice president of corporate development at Index Exchange.

Brands that lean heavily on the TikTok Creative Exchange, YouTube鈥檚 Brand Connect, or Instagram鈥檚 creator marketplace could get stuck on a strategy that works but miss out on another that works better. Relying on internal platform services can limit campaign success, added Hardin, as the ultimate job of a platform like the TikTok Creative Exchange is to push media dollars on TikTok.

More brands will take up Shein鈥檚 on-demand technology and marketplace to compete with larger fast-fashion players. Temu could try appealing to inflation-weary consumers by introducing the gamified, group-buying grocery shopping concept that made sister app Pinduoduo enormously popular in China.

Alibaba has also found success with the fashion-oriented marketplaces it鈥檚 launched in Spain (Miravia) and Turkey (Trendyol) that sell a mix of local brands, and it aims to expand these concepts to other markets. Sustained growth demands creative reinvention. With roots in China鈥檚 highly competitive market, Shein, Temu, and TikTok are moving quickly to stay ahead.

That can be explained by the relatively mature age of Facebook shoppers and the high prevalence of shopping on Facebook Marketplace, which is primarily a C2C shopping destination. Creators drive purchases in many different product categories. Creators are most likely to inspire fashion and beauty purchases. But there is a long tail of other purchase categories.

This trend doesn鈥檛 just apply to CTV, according to Lucy Markowitz, senior vice president, general manager US Marketplace at Vistar Media. 鈥淏etween economic shifts and a changing political landscape, the [digital advertising] industry is primed for deal-making and consolidation,鈥� she said. 2. Data privacy and signal loss.

The dominance of Amazon and the growth of budget ecommerce sites like Temu have left Etsy under pressure to stand out, and the online marketplace leaned into creative storytelling this year. For example, its debut Super Bowl ad showed America struggling to find an adequate gift for France after receiving the Statue of Liberty.

鈥淨R codes are not about volume but about engagement鈥攏ot everyone is going to scan the code but those that do are highly engaged and more likely to convert,鈥� said Lucy Markowitz, senior vice president and general manager of US marketplace at Vistar Media. Low scan rates don鈥檛 mean low success rates for QR codes.

Which of the top 10 retail ecommerce marketplaces worldwide is growing the fastest? A) AliExpress. B) Amazon. C) Walmart. D) Pinduoduo. E) Douyin. Walmart鈥檚 gross merchandise value (GMV) is growing the fastest. Interestingly, Douyin, including TikTok, is No. 2, according to ECDB. May 22, 2025. What鈥檚 the most popular category for graduation gifts this year? A) Electronics. B) Clothes/footwear.

Visual search aims to reduce friction and increase conversion rates, particularly for retailers with large and diverse product catalogs, like secondhand or small business marketplaces. Combined image- and text-based search could make conversational search queries faster.

Advertisers won鈥檛 have to quit third-party cookies cold turkey, but long-standing market dynamics around access to quality data aren鈥檛 going anywhere.

Over half (52.2%) of Gen Z marketplace buyers have made a purchase on Temu, according to an April 2024 survey from 蘑菇AV. Lower prices, discounts/sales, and free shipping are the top three reasons marketplace buyers across all generations made a purchase from Temu. What it means for 2025: Temu鈥檚 popularity among Gen Z in 2024 highlights their focus on price and convenience.

鈥淲e want to help clients see programmatic OOH as a medium that will actually drive an impact,鈥� said Lucy Markowitz, senior vice president, general manager, US marketplace at OOH agency Vistar Media. We forecast digital OOH ad spend will grow 11.5% to $3.54 billion this year. Only 10% of US brand and agency marketers cited OOH/digital OOH as a leading investment priority in 2025, per InMarket.

"[Amazon has] completely changed how we shop, "how we consume content and how we experience the seamless journey from seeing an ad to purchasing a product," said Lucy Markowitz, senior vice president and general manager of US marketplace at Vistar Media. Amazon's retail influence has moved to brick-and-mortar over the last 25 years.

TikTok Shop is also set to play a bigger role in holiday sales this year: 31% of users have already bought a gift from the marketplace or plan to, per CivicScience. That proportion is higher for Gen Z users: 51% plan to get some holiday shopping done on the platform.

Explore marketplace lending for investments with a higher yield. Smaller FIs are entering lending marketplaces as investors or through third-party arrangements, seeking new interest income opportunities and a more diversified portfolio. As with BaaS partnerships, a thorough pre-analysis and risk assessment of these customers is in order.

What are advertisers鈥� and publishers鈥� biggest challenges as they redesign their programmatic strategies around data protection legislation and other privacy changes?