蘑菇AV

As retail media moves both off-site and in-store, audio is becoming a bigger part of the ad mix. Here are two ways brands can incorporate audio into their retail media activations.

奥补濒尘补谤迟鈥檚 retail media network generated 11 billion impressions in Q1: The retailer is chipping away at Amazon鈥檚 dominance, despite the latter鈥檚 moves to boost non-endemic spend.

Digital ad spending growth in Canada continues apace, driven in large part by key industries tied most closely to the digital economy. Our rankings show that retail and CPG lead the way, while sectors like travel and automotive are still recovering from hard times during the pandemic.

Think of off-site retail media as filling a bus with potential customers and driving them directly to your storefront, Bob Coon senior vice president of US sales at TripleLift, said during a recent 蘑菇AV webinar. But just delivering customers to your storefront doesn鈥檛 guarantee they will buy. Here鈥檚 what retailers and marketers need to know to take advantage of off-site retail media.

Key stat: Ads for products on sale are the most effective form of retail media advertising, with 51% of US digital shoppers saying they pay attention to them and 44% of digital shoppers saying they purchase from them, per Integral Ad Science.

Instacart expands offsite retail media capabilities with YouTube partnership: The retailer鈥檚 first-party data will power shoppable ads for CPG brands

With the rise of digital ad channels like connected TV and retail media, there鈥檚 a lot of emphasis on making every ad and consumer touchpoint shoppable. Ad formats with direct calls to action help drive conversions and increase ROI. But brand equity can get left out of the conversation when we focus on performance marketing in isolation. Every ad should perform and provide some sort of measurable impact, but each ad is also vital for telling a brand鈥檚 story, even at the bottom of the funnel where marketers are more focused on driving conversions.

Retail media provides a significant boost to Instacart鈥檚 bottom line: The company鈥檚 advertising business reportedly grew 30% last year to $740 million.

Retail media is the fastest-growing ad channel we track in the US, growing by 26.0% this year. Its share of total US media spend will reach 14.1% this year, and come 2028, nearly 1 in 5 ad dollars spent in the US will go to retail media. But the channel has the potential to grow even more. Here are four key factors that present challenges to retail media growth right now.

With seemingly everyone jumping onto retail media, it may feel too late or intimidating to grab a piece of the pie. But that鈥檚 not the case, according to Jason Farver, Hy-Vee鈥檚 executive vice president, chief supply chain officer, and president of RedMedia.

鈥淲hat鈥檚 really exciting about retail media is a lot of it is uncharted territory,鈥� said Paul Longo, general manager of retail media at Microsoft. 鈥淲e鈥檙e in inning two, inning three. What鈥檚 gotten us here will not get us where things need to be.鈥�

Some 58% of Association of National Advertisers (ANA) marketers used retail media networks last year, according to a report from the ANA. In the next year, expect to see more movement from marketers outside of consumer packaged goods as brands look to take advantage of the recession-friendly ad space.

Amazon is the biggest retail media network in the US, accounting for three-quarters of retail media revenue share, per our forecast. But its limited grocery footprint leaves an opportunity for competition. Here are recent updates in grocery retail media, and a prediction on the future of in-store retail media.

Why Chase wants to be a retail media network: It鈥檚 a huge opportunity for issuers to get in on. Retail media ad spending will total $140.04 billion worldwide in 2024, according to our forecasts, growing 21.8% YoY. Retailers have a narrow view of their customers鈥� spending habits.

Programmatic digital display is no exception to the ad spending downturn that has sent ripples through our forecast. As marketers scrutinize their investments, social networks are losing share of the programmatic pie while CTV and retail media drive growth.

Some 53% of marketers believe AI will significantly enhance the way shoppers are targeted and served relevant ads, per a survey from Cooler Screens. Both AI and retail media are still developing. As both of these areas mature, AI will make retail media data even more powerful. Here are some ways AI is improving retail media.

As retail media grows, it is changing. At the moment, search remains retail media鈥檚 bread and butter and sales ads are the best awareness drivers. In the future, in-store media and shoppable video ads may take on a bigger role. But no matter how ad formats change, one thing is for certain: Measurement will be key for retail media鈥檚 continued growth.

Amazon will claim 75.4% of US retail media ad revenues this year, bringing in $34.96 billion, per our forecast. Walmart, however, will win out with the most growth this year, with a 40.4% YoY increase. We expect retail media ad spend to double between 2023 and 2027, reaching more than $109 billion. 2. Social ad spend makes a rebound.

Retail media ad spending could propel Amazon into second place soon. In 2021, Meta鈥檚 US ad revenues were more than double Amazon鈥檚. But now Amazon is gaining on Meta鈥檚 share of digital ad spending (12.9% versus 19.5%, respectively, this year). By 2025, the overall market share gap between the two will be just 3.2 percentage points. Google is facing its slowest growth since our tracking began in 2009.