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Note: Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, and paid listings), sponsorships, lead generation (referrals);

Search ads account for a higher share of digital ad spend than display, which is unique to only travel and healthcare and pharma, per our forecast. Use this chart:. Determine travel ad spend strategy. Compare travel with the overall digital ad market.

Amazon is moving beyond search ads to display, video, and streaming TV ads. Amazon鈥檚 search business is reaching maturity with heavy sponsored product ad loads appearing on most search result pages. Sellers are being encouraged to shift ad budgets into upper-funnel ads, including on-site display and video ads and off-site display and video ads accessed via Amazon DSP.

A huge increase in visual search ad revenues is likely through 2027, accounting for more than $5 billion in additional mobile AR ad revenues. Consumer spending on AR is still low but could scale quickly. Most direct consumer spending on AR right now is in games鈥攑rimarily Pok茅mon Go, which generated $1.3 billion in 2021 (the latest full-year figure), according to Sensor Tower.

As TikTok continues to beta test search ads, we can expect advertisers to jump at the chance to spend on them to reach the platform鈥檚 150 million US users.

Search experts on how AI, changing consumer behaviors, and an influx of digital channels are redefining search advertising. Amazon Prime Day 2023 (Insider Intelligence subscription required). More Chart of the Day:. 6/22 - Game of phones. 6/21 - Eat your green. 6/20 - Digital drinking game. 6/16 - Retail it like it is. 6/15 - Direct-to-success.

Note: Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings, and SEO), sponsorships, lead generation (referrals

Note: Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings, and SEO), sponsorships, lead generation (referrals

Younger digital grocery buyers find social and search ads to be the most helpful when shopping for groceries. On the contrary, Gen Xers and baby boomers prefer to see grocery ads on retail sites and apps, which are the favored ad locations for this older cohort. Key takeaway: Retailers and brands should focus on video and social advertising for upper-funnel brand marketing around grocery products.

Keep an eye on Facebook Marketplace, which Enberg said could venture into search ads as a 鈥渓ogical next step.鈥�. Mind if we mention TikTok again? Young people are starting their searches there. Make sure your brand is there to meet them. Missed the 鈥淎ttention!鈥� event? You can rewatch sessions here. This was originally featured in the Retail Daily newsletter.

The partnership rounds out Klarna鈥檚 media network, which also offers sponsored search ads and affiliate marketing capabilities. 鈥淭his is a new venture for us. We expect it to grow quite significantly in terms of volume, but also in terms of data sets,鈥� he said, noting that the goal is to be able to segment data by region, verticals, etc.

Note: Digital ads include banner ads and other (static display and ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings, and SEO), sponsorships, lead generation (referrals);

Google Maps already lets users pay for parking through the app, but wider search advertising options through navigation apps are likely. And they may face additional competition if carmakers provide an opening for the Overture Maps Foundation, a rival map system founded by Meta, Microsoft, Amazon Web Services (AWS), and TomTom. Voice assistants may play an increasing role in search.

Google made $137.45 billion globally in 2022 on its search ad business, which revolves around selling access to prime positions in search results鈥攁 need that disappears without ranked answers. OpenAI-powered Bing may become a formidable competitor.

That鈥檚 because search ads are still the bread and butter of retail advertising. The apparel and accessories category will increase its share of retail ad spend over the next few years, while other sectors will reel in their spending, according to our US Retail Industry Digital Ad Spending 2023 report. Use this chart:. Track US retail digital ad spend over time. More like this:.

Spend on search ads will make up 65.8% of total US retail media ad spend this year, totaling $29.69 billion. Display advertising makes up a smaller portion of total US retail media ad spend, but it will grow faster than search every year through the end of our forecast period in 2027. Use this chart:. Understand how digital shoppers interact with retail media ads.

Brands can move up the funnel beyond search ads to reach customers earlier in their shopping journey. 鈥淲e have not fully realized the opportunity just yet,鈥� said Lipsman, pointing to the growth potential in this young ad area. The playing field: As retailers and streamers buddy up, the web of retail media CTV partnerships is growing more connected鈥攁nd more complicated.

Amazon reportedly helped offset the cost of Google search advertising, influencer marketing, and TikTok advertising, by paying back 10% of brands鈥� costs if their out-of-network advertising drove significant traffic back to Amazon. Our take: Prime Day continues to grow as a powerful advertising force with each year.

The data that powers search ads for Amazon shoppers can also power CTV ads for its streaming viewers. Movado is able to target customers with an understanding of who is a past purchaser, gifter, casual product viewer, cart abandoner, or brand fan. They can combine that data with CTV viewing behaviors to better target ads, according to Reich.

Japan, Verizon Media, Amazon, Walmart, Instacart, Criteo, Apple Search Ads, Pinterest, Snapchat, Facebook, and Instagram. Except where noted, analysis is based on Skai advertisers with 15 consecutive months of performance data. Some additional outliers have been excluded. Ad spending and pricing have been translated to USD at the time the spending was incurred.

Although search ads are largely automated, they are not included in our definition of programmatic digital display. If they were, walled gardens would likely continue winning share of programmatic ad spending. Display will play a bigger role in retail media鈥檚 next era.

The CMA鈥檚 provisional ruling adds to mounting US and EU investigations that could reshape Google鈥檚 ad business.

Measurement is arguably the single most important factor that鈥檚 driven the growth of digital ad spending since its early days; as Lipsman notes, Google was the first to unlock big budgets, largely on account of the tight closed-loop measurement for search ads. Facebook followed suit during the social ad era, and now Amazon is replicating that model in retail media.

OOH success is hard to measure compared with a display or search ad where clicks and conversions can be tied to specific campaigns. FreshDirect leverages brand lift studies to confirm lifts in awareness and in conversions.

Shoppability: CTV ads are shoppable in a way that linear TV commercials are not, while being entertaining in a way that search ads are not. This helps achieve an important goal: 鈥淓verything should be shoppable all the time,鈥� according to Amie Owen, US head of commerce at UM Worldwide.