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On today's podcast episode, we give out some 2024 retail awards for the most must-visit store, the Gen Z darling, the best innovator, the small stuff worth sweating award, and the comeback story of the year. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves, Vice President of Content Suzy Davidkhanian and Senior Analyst Blake Droesch.

Advertisers can鈥檛 buy Shorts placements separately from other YouTube ads鈥攁nd until they can, it will be difficult to compare the effectiveness with TikTok or Reels. Advertisers need more ways to include creators in Instagram Reels ads. TikTok smartly embedded creators into its ad formats right from the start and still offers more ways to partner with them.

The cyber security company, Wiz, it tried to buy for over $20 billion. It's not allowed to have that. So a ton of news coming out from Google, but something that came out from one of its potential competitors, which we've kind of talked a little bit about being a potential competitor, OpenAI, maker of ChatGPT, now introducing SearchGPT.

I do think that the consumers are ultimately the folks that are voting with what products they choose to buy, with products that they choose to engage with. I do think that consumers can tell the difference between an ad and content. (19:21):.

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I have a dear friend who had to buy two suits this year. Not rent, buy. So for anyone listening-. Marcus Johnson:. For one wedding? Oscar Orozco:. ... to this... Yeah, for a wedding. Well, for different weddings. Different weddings. Marcus Johnson:. Oh, oh. Different weddings. Oscar Orozco:. But it just so happened that he-. Marcus Johnson:. Wardrobe change. Oscar Orozco:. Yes.

Although actually, Amazon is, in some ways, one countercurrent, too, because at least to buy certain digital media on mobile, you have to be using the browser rather than the app. You can't buy, for instance, a Kindle book on either Android or iOS through the app. You need to use the browser to do that. You can't do it through the Amazon app, at least.

They started spending because they figured, "I might as well buy the car today before tariffs drive up the price. I might as well buy the TV today. I might as well buy appliances." They spent on these big ticket items that, in other circumstances, they might had held off. Rachel Wolff (06:35):. Yeah. I think it's a bit of both.

Products with high consumption frequency that are annoying to buy in-store鈥攕uch as heavy bags of pet food or cases of beverages鈥攁re the most likely to convert shoppers to D2C. However, CPG brands must often contend with higher shipping costs and decide whether to sacrifice margin or pass costs to consumers at the risk of losing sales. And D2C purchases can鈥檛 create new problems for customers.

It's in the process of enabling advertisers to buy Shorts ads on their own. Previously, advertisers could only buy Shorts ads as part of a larger YouTube campaign with more ad types. And this is happening now, so it didn't necessarily contribute materially for Q4, but it's a recent example of how YouTube is continually evolving its monetization strategy for Shorts.

They can implement Amazon Buy with Prime to streamline purchases on D2C websites. Amazon is courting D2C brands, most notably with its 鈥淏耻测 with Prime鈥� offering that lets brands act as third-party marketplace sellers with one-click checkout on their sites and free one- to two-day shipping for customers.

Someone who buys a car on their platform can buy insurance within three clicks. During the checkout process of the car-buying application process, they can add car insurance with three clicks. Definitely, that's more convenient. Rob Rubin:. Well, we're going to talk about that in our next segment, which provides us with a good transition.

Respondents were asked which of the 14 RMNs they were aware of, had evaluated for conducting ad buys, had used for placing ad buys, or were considering for ad buys over the next 12 months. Amazon dominated in both awareness and adoption. Fully 93.9% of brands were aware of Amazon Ads鈥攏early 20 points higher than No. 2 Walmart Connect鈥攚hile 71.9% were currently using the RMN.

Given the demographics and how different they are for both formats, the best approach in my opinion is to use both to supplement and compliment each other. I think we still have that runway for a few more years to do that. Marcus Johnson:.

And I'm wondering whether we can say it's catching on because even though 50 million Americans will buy something off a live stream this year, our definition is people who bought something just once in the calendar year. Ethan Cramer-Flood:. Yeah, that's a good caveat. Marcus Johnson:. Yeah. How do we think about that? Ethan Cramer-Flood:.

I wonder if we're going to see a tech company emerge that buys a small bank and is really good at it. In other words, creates an experience which is one that people remember, one that people strive to have. And that's the challenge that I have with smaller institutions is they're not generally good at building these digital experiences.

And it still allows them to be authentic, because everybody understands that that's the best opportunity and also convincing consumers. So, I feel like there's a real trend. And we see that on our network as we ... Especially on the influencers' side.

Gen Zers and women are more willing to buy beauty and skincare through social commerce. Some 34% of Gen Zers said they would consider online purchases in the category compared with 23% of millennials, according to an October 2023 survey by Disqo.

Their job is to just present the best case regardless and offer objective analysis. So keep your real feelings to yourself. Question one. Will generative AI revolutionize the in-car experience?

If you can find something that's organic or fair trade and you can afford it, you're going to buy it. If you can't afford it, you're going to buy the cheaper thing. Marcus Johnson:. Excellent start, folks.

You can buy hunting and camping gear. You can stay in its 100-room hotel. You can fish for sturgeon, or you can eat at its Wahlburg's restaurant chain. But, Ethan, retailers betting wrong perhaps on American's feelings about stores, what's the point? Ethan Cramer-Flood:. Yeah.

And that push to get that non-grocery eCommerce consumer to buy groceries. The only place I've ever attempted to buy groceries online from is Whole Foods because I was already a Prime member. The entire experience still proved too expensive because of how expensive Whole Foods is, which is where they're losing to Walmart, but that is the only place I've attempted that. Sky Canaves:.

Shoppers are heading to the grocery stores as soon as they're paid, so as to get the best prices before they increase again, but those lucky enough to have any money to spare are looking to offload their pesos, as explained in this Al Jazeera report. Speaker 4:.

Four best practices for navigating the fluid ID landscape. Continue to test and learn with deterministic and probabilistic approaches. The biggest advantage of deterministic methodologies is their accuracy, while probabilistic data sets are generally regarded for their scalability. Most respondents in ID5鈥檚 State of Digital Identity report chose a mix of the two. Don鈥檛 wait for Google.

On today's episode, we discuss some predictions for 2023 that are too specific to be 100% certain but could still come true, including: why Microsoft would want to buy Roku, whether TikTok will make a splash in search advertising, who will be the runaway retailer of the year, if Instagram's new Twitter competitor app will be a hit, and more. Tune in to the discussion with our analysts Debra Aho Williamson, Andrew Lipsman, and Paul Verna.