蘑菇AV

Digital ad spending will continue to accelerate in 2024. Retail will be a main driver due to its large ad outlays and growing contribution on the supply side.

So we of course keep a close eye on retail media ad spending, and there are some developments in that space that I think stand to have a really significant impact on the creator economy and social commerce more broadly.

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.

The retail Goliath will need to incent customers to switch to and use its planned real-time service. When US consumers are offered incentives, their interest in using pay by bank jumps by 72%, per a July 2024 PYMNTS Intelligence and Trustly survey. And nearly 6 in 10 consumers say 鈥渃ash back and discounts鈥� would sway them to use it. Mobile wallets will seek access to Apple鈥檚 NFC technology.

Even an influx of new retail media networks (RMNs) will not chip away at the share of ad spending allocated to the top two powerhouses.

Tariffs on Chinese goods could hurt Google, Meta: Chinese retailers Temu and Shein are two of the companies鈥� top ad spenders.

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.

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.