蘑菇AV

The Retail Media Opportunity (Subscription required).

Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by 蘑菇AV. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024.

Discuss the latest trends in digital media consumption and consumer spending as they reshape Latin America鈥檚 advertising and retail industries. Provide insights into the convergence of business models in the face of digital transformation and technological advancements. Explore innovative strategies for advertisers and retailers to effectively engage鈥攁nd convert鈥攃onsumers in the digital era.

Digital ad spend grows in Q2 2024, says Skai: Retail media leads with 21% YoY increase, despite higher CPC and CPM across channels.

Our predictions for retail media networks, smart TV watching, and generative AI.

But for advertisers late to the retail media game, a high-inflation environment could make the barrier to entry greater. New entrants to retail media might struggle to see immediate results, as it typically takes time to optimize campaigns.

Credit card delinquencies are still up YoY, and retail spending growth has been unimpressive for much of 2024. That consumer weakness has pushed issuers to refocus their ad budgets at the higher end of the income spectrum, where spending has held up. Other payment subsectors have also reprioritized their marketing approach.

Retail media ad spending is one factor driving walled gardens鈥� declining share. Starting in 2024, retail media will be the fastest-growing ad channel we track, and it is still made up predominantly of search ads. As this happens, smaller walled gardens will partner with their behemoth counterparts to prop up their ad businesses.

Lowe鈥檚 looks to expand the reach of its retail media network: The home improvement retailer rebranded the service Lowe鈥檚 Media Network and plans to launch four new channels this year.

Amazon and Walmart are search advertising鈥檚 growth engines: The latter is a distant second to the former, accounting for nearly 4 in 10 non-Amazon retail media search ad dollars this year.

With no shortage of spending options, advertisers weighing whether to invest in TMNs will be considering what travel companies can do better or at a better value than comparable channels. First-party data, captive audiences, and a diverse array of ad inventory are some components of the travel media value proposition.

The majority (77.7%) of ad spend in the US is digital. Retail dwarfs all categories in terms of sheer size, but its position as a growth driver falls this year as telecom takes the top place.

As search behaviors continue to shift away from traditional search engines, retail media and social platforms will likely pick up more lower-funnel spending. With or without a TikTok ban, Snapchat is poised to capture more ad spending in 2025 as new ad formats like Sponsored Snaps and Promoted Places ramp up.

On today's podcast episode, we discuss whether search, social, connected TV, or retail media has been driving growth the most this year, how much non-cyclical ad growth has been fueling this year's numbers, and what to expect from ad spend in 2025. Tune in to the discussion with host Marcus Johnson and our analyst Ross Benes.

PayPal Ads offers unique ad targeting via transaction data: Access to PayPal鈥檚 400 million users aims to transform digital advertising for small and medium-sized businesses.