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On today's episode, we discuss how Amazon's Thursday Night Football rights deal performed this year, the placement of sponsor logos on team uniforms, and superimposing digital logos around sports arenas. "In Other News," we talk about what we expect will happen to TV advertising in the US in 2023 and what to make of Nielsen One Ads now that it's here. Tune in to the discussion with our analysts Paul Verna and Max Willens.

Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Meta, Amazon, with over 1,200 employees and $3 billion in digital media under management. Tinuiti has industry-leading expertise in search, social, Amazon and marketplaces, addressable TV and mobile apps, Lifecycle Marketing, and more.

Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Meta, Amazon, with over 1,200 employees and $3 billion in digital media under management. Tinuiti has industry-leading expertise in search, social, Amazon and marketplaces, addressable TV and mobile apps, Lifecycle Marketing, and more.

Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Meta, Amazon, with over 1,200 employees and $3 billion in digital media under management. Tinuiti has industry-leading expertise in search, social, Amazon and marketplaces, addressable TV and mobile apps, Lifecycle Marketing, and more.

Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Meta, Amazon, with over 1,200 employees and $3 billion in digital media under management. Tinuiti has industry-leading expertise in search, social, Amazon and marketplaces, addressable TV and mobile apps, Lifecycle Marketing, and more.

TikTok鈥檚 ecommerce push could be driving down engagement: Users are steering clear of Shop posts as the platform struggles to clean up the marketplace experience.

US ecommerce marketplaces will account for $384.57 billion in sales this year, a growth of 10.2% over 2022, according to our forecast. That growth will accelerate through the end of our forecast period in 2027, at which point sales will surpass $600 billion. 鈥淎mazon has really written the playbook for operating a successful marketplace in the US,鈥� said our analyst Sky Canaves. Here鈥檚 a closer look at how the three biggest US ecommerce marketplaces stack up.

While 58% of adults choose new shows or movies based on friends' recommendations, online reviews (38%) and TV commercials (33%) remain significant influences. Streaming platforms have addressed these trends by emphasizing social media and online buzz, both cited by 32% of global respondents as key discovery tools.

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.

Recently, Walmart rolled out a suite of new features at its first-ever seller summit, including enhanced fulfillment and logistics services for merchants. As Walmart attempts to challenge Amazon鈥檚 marketplace dominance, integrating fulfillment allows it to take advantage of its physical footprint for a more comprehensive marketplace offering.

As publisher-run ecommerce and marketplaces spread, genAI can match and update inventory. GenAI can improve conversions on the storefronts and marketplaces many publishers have introduced as new revenue streams. And publishers are banking on the brand equity of their publications as they build out their ecommerce efforts.

YouTube TV has allowed Google to increase its stake in the TV advertising marketplace, but the service is not yet financially profitable, per The Information. We forecast that YouTube TV will account for more than half of US digital pay TV subscription revenues in 2025. YouTube TV鈥檚 ascent is part of a broader trend where digital pay TV accounts for more viewing.

Walmart looks to improve its online shopping experience: The retail giant cut down clutter on its revamped website and app to entice shoppers to browse and buy.

Major retailers like IKEA, Walmart, and ThredUp are launching peer-to-peer resale marketplaces, aiming to capture a slice of the booming secondhand market. This trend comes as US marketplace ecommerce sales are projected to surpass $500 billion next year, according to our forecast.

US online sales grew 22% YoY in Q2, while weekly active customers grew 20%鈥攁 sign that, as with Amazon, the retailer鈥檚 investments in faster delivery, as well as its efforts to expand the selection on its marketplace, are encouraging more shoppers to order online, and order more often. That in turn is boosting its advertising business.

An emerging tension between retailer ads and customer experience (CX) is brewing as consumers grow more attuned to high ad loads online and in stores. Retailers鈥� core competency of delivering exceptional CX is now being pitted against their own retail media networks鈥� desire to expand their digital advertising surface area to capture high-margin revenues.

Apple鈥檚 efforts to appease regulators include revamping some of its operations in the EU and opening up its devices to third-party marketplaces. Despite Apple鈥檚 reported adjustments for compliance, the EU remains dissatisfied, spotlighting the need for Big Tech to rethink app ecosystem dynamics. Our take: In 2025, Apple鈥檚 shift to AI aims to redefine services and devices.

It also includes transactions that were agreed on social platforms initially, but payment took place elsewhere (e.g., PayPal, C2C transactions on Facebook Marketplace). It excludes YouTube and Twitch, cash transactions, travel and event tickets, tips, subscriptions, payments such as bill pay, taxes or money transfers, food services and drinking place sales, gambling, and other vice goods sales.

Instagram announced in February it was expanding its marketplace tool to eight new countries, including Canada. Influencers are priming the pump of social commerce. There will be more than 11 million social buyers in Canada in 2024.

Organizations investing in retail media are prioritizing ads on retailer websites, paid search shopping ads on places like Google Shopping, and social commerce ads on places like TikTok Shop and Facebook Marketplace. Retail media networks looking to capture those ad dollars should focus on what brands want to invest in.

Paul Ballew, chief data and analytic officer for the NFL, said in a press release that the sports league 鈥淸supports] Nielsen鈥檚 efforts to modernize measurement so we can all benefit from accurate insights in an increasingly fragmented media 尘补谤办别迟辫濒补肠别,鈥� calling the certification 鈥渁 significant step.鈥�.

Retail media is driving much of digital advertising鈥檚 growth. Despite a slight reset in 2024, retail media continues its double-digit growth trajectory in France, Germany, and the UK. The UK leads in terms of dollar value, while Germany has the biggest share of digital ad investment in retail media. Amazon dominates, but other retailers are gaining.

Another US survey, conducted on behalf of VTEX, finds even more striking results, with 45% of respondents participating in a livestream shopping event hosted on marketplaces like Poshmark or Amazon, and 61% shopping on social platforms such as TikTok Shop or YouTube Shopping.

RMNs that make up the long tail of ad spending will face the harsh reality that they lack the digital footprints necessary to generate meaningful revenues solely by monetizing their owned and operated digital channels. Resource-strapped advertisers will consolidate RMN spending across fewer networks. Retailers that fail to act decisively will be left further behind.