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Social is the new TV for CPG brand awareness. After in-store ads, social is the top media format driving discovery for Gen Zers and millennials. For Gen Xers and baby boomers, TV ads are the top driver. Even though both social and TV drive awareness while consumers aren鈥檛 actively shopping for groceries, they鈥檙e still significant drivers of discovery.

Retailers and commerce intermediaries are most likely to have access to granular, SKU-level data, which can unlock precise targeting capabilities鈥攁nd attract the budgets of consumer packaged goods (CPG) brands that make up a significant share of digital ad spend.

Amazon will begin selling its ad tech to third-party retailers: The new Amazon Retail Ad Service will give companies access to the retailer鈥檚 advanced targeting and sizable advertiser network.

Advertisers may begin to retreat from retail media鈥檚 torso and tail. Consumer packaged goods brands will continue to pour money into the RMNs run by retailers that sell their products. But they鈥攁nd the rest of the advertising ecosystem鈥攚ill hold off on spending more with non-endemic partners. 础诲惫别谤迟颈蝉别谤蝉鈥� hunt for incrementality will influence how RMNs evolve.

Spend from current retail media network (RMN) advertisers is showing signs of cooling, forcing RMNs to look to non-endemic advertisers outside their existing ad networks for new ad dollars.

Most consumer packaged goods (CPG) brands sell through third parties like big box retailers or grocery stores, limiting access to customer data. But loyalty programs create a direct line to first-party data, which 40% of US advertisers cite as their primary strategy to maintain targeting effectiveness in 2025, according to November 2024 data from Proximic.

This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends. To help you finish 2024 strong, and start 2025 off on the right foot, articles like this one鈥攄elivering the latest news and insights鈥攁re completely free through January 31, 2025.

These include retail, consumer electronics, automotive, and consumer packaged goods sectors. Click here to view our full forecast for US total media ad spending, by tariff scenario. Projected Impact on 2025 Digital Ad Spending. We expect digital ad spending to grow 8.0% to 11.8% this year under the moderate and limited tariff scenarios.

It also plans to double the length of Prime Day, which will give consumers more opportunities to find deals as well as generate more ad revenues. It鈥檚 squeezing as much revenue as it can from its ad business. Ad revenues grew 18% in Q1, driven by strong demand for sponsored ads on its marketplace as well as growing interest in Prime Video ads.

In-store retail media investments will continue into 2025 as advertisers experiment with ways to extend their digital campaigns into physical stores. The Interactive Advertising Bureau has released the finalized "In-Store Retail Media: Definitions and Measurement Standards" to help advertisers and networks track, report, and analyze campaign performance across various in-store formats.

Our primary research on US online beauty buyers shares insights into how consumers discover and purchase new beauty brands and products across channels.

The top 13 retail media networks used by brands (identified in a survey by the Association of National Advertisers) sell groceries and/or consumer packaged goods. According that survey, Dollar General is used by 38% of US marketers, making it the sixth most popular retail media network. This was originally featured in the Retail Daily newsletter.

Chernofsky predicts retail media networks will become "a significant piece of the advertising marketing pie" because they align with the recognition of stores as valuable touchpoints. Other emerging opportunities include:. Adjacent innovations: Grocery stores adding prepared foods, meal kits, and wellness products.

Instacart鈥檚 Carrot Ads solution will enable brands to run sponsored product and display ads on Thrive Market鈥檚 website and app. Self-service tools help brands set up and manage their campaigns, with optimized bidding options to drive specific business goals. Meanwhile, Faire, an online wholesale marketplace, introduced its first ad solution, sponsored search ads.

Navigating consumer behavior: The challenge for Kimberly-Clark, as for other CPGs, is how to manage tariff costs without alienating consumers who are already highly price-conscious鈥攁nd without being able to pull many of the levers that they used during the past few years of high inflation, such as introducing smaller package sizes.

The FTC鈥檚 suit argues that Pepsi violated the RPA by giving Walmart advantages, such as 鈥減romotional payments鈥� and advertising, which it did not offer to rival retailers. Pepsi 鈥渟trongly disputes鈥� the allegations and plans to 鈥渧igorously present鈥� its case in court, the company said in a statement. What happens next?

US consumer packaged goods manufacturers are looking for quality performance measurement, new ad formats and innovations, and placements that have performed well in the past, according to Skai and the Path to Purchase Institute. For brands investing in retail media, incremental lift is the goal.

Sixty-two percent consider the lack of measurement standards to be a major obstacle to advertising on RMNs. And our recent CPG Retail Media Networks Benchmark found a significant opportunity gap between RMNs鈥� reporting abilities and buyers鈥� expectations.

Teads partners with LG for global smart TV ad expansion: exclusive native placements set to transform viewer experiences and advertiser reach.

The access that creators and top brands can have to each other at the festival is unparalleled, even as creators have started to see more opportunities to go direct to advertisers in 2025.

Demonstrate the prevalence of retail in ad buying and selling. More like this:. US retail digital ad spend growth will outpace overall digital ad spend growth in 2024. Measuring performance is critical to CPG brands鈥� retail media investments. Three quarters of US advertisers incorporate on-site ads in their retail media strategy.

It also shows how tough it is for issuers to stay competitive in this segment, especially without higher-tiered cards or other consumer products or fees to offset losses. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.