蘑菇AV

The phrase 鈥渞别迟补颈濒 apocalypse鈥� once dominated industry conversation, Ethan Chernofsky, senior vice president of marketing at Placer.ai said during the 蘑菇AV Summit on November 1.

Marketers are already invested in search advertising; 62.2% of US retail media ad spend will go to search this year, per our March 2024 forecast. That鈥檚 a place marketers should keep investing in as image-based search makes searching in marketplaces even more useful for consumers. 5. CEOs are taking steps to ensure responsible AI use鈥攂ut there鈥檚 room for improvement.

蘑菇AV clients' top 10 '24 topics : CTV led ad growth, AI drove innovation, and retail media surged, while TikTok and Gen Z reshaped the landscape.

More than a retail giant: Amazon is now an advertising and media juggernaut, bolstered by the strength of its retail business and several heavy-duty investments into sports.

France鈥檚 relative digital immaturity is shifting, with digital advertising growth leaving traditional channels behind. Retail media is leading the way, and Amazon is benefiting the most, with the creation of the new triopoly.

The digital ad channel is hugely dominant in the UK, so there is increasingly less room for growth. But in the broader digital category, retail media is the main driver.

Measurement and attribution are the most critical advertising capability or media investment for over half (53%) of retail marketers worldwide, according to November 2023 data from Mediaocean.

The Latin American economy is on the upswing, with digital innovation in the driver鈥檚 seat. Our trends report explores how retail media, commerce, and generative AI will be redefined in 2024 and what businesses need to know to get ahead.

Instacart expands Caper Cart ad opportunities to capitalize on in-store retail media demand: The company joins Ahold Delhaize in beefing up its offerings to give CPG advertisers more ways to reach shoppers.

While ecommerce will continue to gain share of total retail, growth is likely to fall short of prior projections. Click here to view our full forecast for US ecommerce sales, by tariff scenario. Projected Impact on 2025 Advertising. We expect ad spending to grow 3.0% to 6.7% this year under the moderate and limited tariff scenarios.

Retail media is now being adapted by companies in other verticals: Financial services and travel companies are among those launching commerce media networks in a bid to monetize their first-party data.

Expanded opportunities have made retail media鈥檚 rosy forecast even rosier. But retailers and buyers need to address the channel鈥檚 measurement, standardization, and complexity challenges.

Click here to view our full forecast for US livestreaming retail ecommerce buyers. Livestreaming ecommerce isn鈥檛 as big in the US as it is in China, but it has proven to be tenable. Its popularity in China, where 47.2% of digital buyers will be livestream buyers, remains unmatched.

Retail media networks and AI search capabilities are expected to drive search growth. Nonvideo formats will account for just $12.75 billion of incremental spend through 2028. Our take: Digital advertising's robust growth reflects the market's continued evolution, with video emerging as the dominant force.

One stark indicator of TV鈥檚 fall from grace: Retail media ad spending will surpass it in 2025 and double it two years later. Amazon is helping drive a bigger-than-expected surge in CTV ad spending. The retail giant鈥檚 decision to launch an ad tier for Prime Video in 2024 contributed to an upward revision in our CTV forecast through at least 2027.

I will also say, Jasmine, to your point about social network usage and linear TV viewership, that next year is also the year that retail media ad spending will drastically surpass linear TV ad spending. And then those numbers are just going to keep diverging in favor of retail media. Suzy Davidkhanian (18:22):.