蘑菇AV

Longer commerce video ads may work better as consumers become accustomed to higher鈥攁nd longer鈥攙ideo ad loads. 5. Ad measurement isn鈥檛 easy for video ad campaigns. The No. 1 issue in measuring TV/video ad effectiveness is co-viewing or multiple people watching content together, according to the IAB, Advertiser Perceptions, and Guideline.

The news: In-car voice commerce has the potential to unlock a $35 billion annual opportunity for automakers, according to new research by in-car voice technology provider SoundHound AI. The hands-free tech integrates voice ordering, payments, and navigation directly into vehicles鈥攖ransforming them into mobile commerce hubs that users are already familiar with. Key takeaway: Marketers and advertisers should prepare for a shift in automotive user interface by integrating voice-first campaigns into connected car ecosystems. Opportunities include forging partnerships with automakers and service providers for branded voice experiences, sponsored suggestions, and frictionless ordering while prioritizing transparency to satisfy safety regulators.

As the path to purchase becomes more fragmented, brands must be everywhere the customer is鈥攁nd retail media partnerships are stepping up. 鈥淭here really isn't [one] common flow, and so you really have to make sure you're present in any place the consumer is thinking about your brand's products,鈥� Eric Tarnowski, senior vice president, connected commerce at Kenvue, said during Advertising Week New York. 鈥淓very conversion point is a brand-building opportunity.鈥�

TikTok鈥檚 introduction of search ads ahead of the holiday shopping season positions the platform to capture a significant share of search-driven commerce, providing a new avenue for advertisers to connect with motivated buyers.

Aligned with existing guidelines for online retail media, the new in-store standards ensure consistency across digital and in-store ad placements. The new standards categorize retail spaces into five sections: exterior, entrance, checkout, in-aisle, and other store perimeter areas. In-store ad formats include digital screens, audio, connected shopping experiences, and experimental ads.

Commerce media is expanding in terms of numbers of players, but ad spend patterns remain the same.

A long way to go: While many retailers are optimistic that the livestreaming commerce trend sweeping China will soon replicate itself in the US, that day could be a long way off. Just 14% of US adults have made a purchase from a livestream shopping event, per an August survey by Bizrate Insights conducted for Insider Intelligence.

Regional titans鈥� austerity measures will stunt digital commerce growth. The blistering growth of the pandemic era is already behind Indonesia. Retail ecommerce sales in Indonesia will increase by a solid 14.4% YoY in 2023鈥攑utting the country in seventh place in our global ranking鈥攖o reach $85.16 billion. But that鈥檚 down significantly from the 23.2% growth rate in 2022.

Traditional mediums will take a backseat to digital. Relatively few respondents to our survey had plans for out-of-home, traditional TV, and radio in the next 12 months. That reflects a shift away from traditional media advertising and toward digital formats as consumers in Latin America spend more time online than ever before.

Ecommerce sales in India, which is soon expected to become the most populous nation, are growing at one of the fastest rates in the world. But brick-and-mortar will still dominate the retail sector for the foreseeable future鈥攚e estimate that online sales will account for only 10.0% of total retail by 2027.

Commerce media also played a significant role in driving growth within paid search and paid social, with formats like Google鈥檚 Performance Max and Meta鈥檚 Advantage Shopping Campaigns+ gaining traction among advertisers.

But most top online retailers will struggle to grow over the short term as economic uncertainty takes a toll on consumers. Product category and digital buyer trends highlight opportunities for growth in digital commerce. Key Question: What鈥檚 the outlook for US retail and ecommerce sales over the next five years?

So we're seeing it a lot this year, we saw it a lot a few years ago, and we're going to keep seeing more of it, the evolution of the online creator. Jasmine Enberg (06:09):. And I love that you brought up the Super Bowl TV campaigns because I know, Nicole, you recently worked with a creator at Taco Bell to launch a TV ad.

NBCUniversal and Roku experiment with shoppable ads to reach viewers in their homes, while Netflix courts customers in the real world. Here鈥檚 how each company is leaning into commerce to diversify revenue streams.

Our take: 鈥淚nstacart's positioning as a commerce intermediary gives it a significant advantage over other retail media competitors: it can combine granular SKU-level purchase data with cross-merchant shopping behavior,鈥� said Sarah Marzano, 蘑菇AV principal analyst.

As consumers hunt for the best deals, generative AI will drive $194 billion in consumer spending by enabling brands to provide personalized customer service, marketing promotions, and commerce experiences, per Salesforce. Social media advertising will also have an outsized impact on purchase decisions versus traditional marketing efforts.

Over one-quarter of smart TV viewers actively shop online or via mobile while watching TV, while 28% look for products after seeing them appear on the small screen, per a survey conducted by Samsung Ads and Kerv Interactive.

Retailers lean on digital media, and creators in particular, to draw consumers in-store. 鈥淩etailers are going to stop competing as much with Amazon on the ecommerce front.

Smartphones will continue to gain ground as digital sales shift away from computers and tablets. In 2027, mcommerce (sales made on smartphones, tablets, and other mobile devices) will near the tipping point of half of ecommerce sales.

After its US launch in September, TikTok Shop faces its first holiday season, heating up competition in the social commerce space.