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The platform’s popularity with Gen Z shoppers, investments in live shopping, and well-timed promotional events that coincided with Amazon’s July and October Prime sales put TikTok on the path to achieve its ambitious target of $17.5 billion in US GMV.

Its popularity is growing across nearly every age and income cohort thanks to distribution deals with Target and Walmart and a new partnership with Dollar General to increase its reach with rural audiences. Temu made gains by stealing share from Dollar General in Q3, per credit card data analysis by Earnest Analytics.

Out-of-home (OOH) advertising will also see a resurgence in spending, driven by major sporting events, presidential elections, and the use of digital solutions to better target and measure the effectiveness of outdoor campaigns. The economy, politics, and major sporting events will weigh heavily on ad spending this year.

In 2025, retailers must prioritize data-driven measurement, seamless online-to-store experiences, and programmatic out-of-home (OOH) advertising. Seeking heightened measurement has nearly half of marketers emphasizing attribution, making actionable insights crucial. Meanwhile, bridging digital and physical shopping and leveraging real-time OOH campaigns can help retailers stay competitive. Here are three areas retailers should prioritize in 2025, according to industry experts.

This combination will also create a data giant that could offer an unparalleled ability to precision-target consumers across ad channels, positioning the merged company to capture a larger share of the fast-growing digital advertising pie.

The news: Macy’s is facing yet another push from an activist investor, its second this year, as its weakening influence on the retail landscape makes it an attractive target for investment firms. This time, the pressure comes from Barington Capital, which amassed a stake of unknown size in the company with help from private equity firm Thor Equities.

Other nominees in this category were Victoria's Secret, Target, and Nuuly. Gen Z darling award. The importance of capturing the attention of younger consumers was more important than ever in 2024. In a tight vote, the winner was e.l.f. Beauty for its social media prowess, loyalty program, and its customer service.

Create unique, credible, and relevant branded content tailored to target audiences and buying committees, and continually update strategies to integrate both SEO and AI-driven opportunities. Consider the importance of data. Use proprietary LLMs trained on unique data to generate distinctive content in a brand-specific voice and protect sensitive data.

But older generations are still an important—and growing—segment for BNPL providers to target. Millennials will represent the largest share of US BNPL users in 2024, at 36.5%. But their growth will hit a ceiling and will be minimal moving forward.

The company began offering search features in ChatGPT in November and could have broader ambitions to target the browser market, positioning itself as a direct competitor with Google—which is also relying on AI-powered search results. Another member of the OpenAI C-suite—Chief Technology Officer Kevin Weil— oversaw ad-supported product launches at Instagram and X.

Retailers like Victoria’s Secret, Target, and Nordstrom are using genAI to enhance their search functions and improve product discovery. GenAI can personalize results based on users’ previous behavior and enable more conversational queries.

But we could see more advertising partnerships forged between health systems looking for a new revenue stream and health and wellness companies wanting to more effectively target patients with specific health conditions. 45% of healthcare leaders said they’d either allow or expect to allow advertisements on owned channels (e.g., website, email, or text), per a separate McKinsey survey of health system executives

The company has an average price advantage of 14% over rivals like Target, Best Buy, Chewy, and Nordstrom. Walmart came closest to matching Amazon’s prices with just a 5% price difference on identical items—although that was slightly higher than last year’s 4% gap.

Some brands tailored their product assortments to target specific demographics. For example, Sephora began carrying the eponymous line from beauty product developer Sarah Creal, aimed at Gen X beauty consumers, while Nordstrom launched Gen Alpha-focused beauty kiosks in its teen apparel departments.

Key Stat: Banks partnered with at least one fintech are a growing target for negative regulatory attention. In Q1 2024, 35.3% of partner banks got a formal enforcement action, up from just 10.0% the year prior, per Klaros Group. This illustrates the challenge banks face in keeping their banking as a service (BaaS) operations compliant. Executive Summary.

For marketers, multilingual translation could enable campaigns to target non-English-speaking markets effectively, unlocking new audiences. Rerank’s potential to reduce language barriers for non-English markets makes it valuable for businesses where precision is vital.

Burson’s cognitive AI tool, Decipher Index, projects and compares the level of influential impact a creator might have on a target audience by analyzing the top themes it expects to drive global interest. Paying attention to only a creator’s follower count is a losing strategy.

Walmart Connect partnered with Disney Advertising so brands can target ads across Disney+ and Hulu using Walmart’s shopper data. It’s working with NBCUniversal to bring hyperspecific shoppable advertising to sports livestreams on Peacock. Walmart and NBCU teamed up again for shoppable ads during Thanksgiving Day NFL games.

The system enables precise ad placement - for example, an automotive advertiser can target driving scenes while avoiding accident content, or a mortgage company can reach house hunters while steering clear of foreclosure coverage.

The government has created an annual immigration target of 500,000 people for 2026. Canada ranks among the top countries for digital adoption. Canada ranks No. 3 worldwide for internet penetration among the total population, behind the UK and South Korea.