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That's driven by the launch of ads on Amazon Prime Video. So I think that's a really good focal point for advertisers for next year, those ads in those places. Jeremy Goldman:. I think yeah, Jenny's right, and especially in the sense that there are for instance, streaming pause ads that are a bit of a newer format. And if people are highly engaged with CTV, you have to take an action to pause.

Walmart expands third-party seller features as it tries to take on Amazon: The retailer is seeing early results from its marketplace initiatives, but its share of the market will remain at just 2.2% this year compared with Amazon鈥檚 72.4%.

鈥淲hen retailers can offer a delivery experience that the consumer expects, the consumer is less likely to abandon their cart,鈥� said our analyst Blake Droesch. More than one-third (36%) of US consumers abandoned an order last year because shipping costs were too high and another 29% did so because their items wouldn鈥檛 arrive on time, per an August 2023 report by Digital Commerce 360.

More consumers are shopping online for household essentials, including food and beverages and health, personal care, and beauty products. The two categories are expected to see the most growth in their share of ecommerce sales from now until the end of our forecast period in 2028. Here鈥檚 a closer look at the state of US ecommerce, why household goods are fueling the market, and the consumer behavior steering it all.

What trends will we be talking about this year? Consumer behaviors will be shaped by continued uncertainty and cultural trends spilling over into commerce.

Walmart may be playing catch-up to Amazon when it comes to ecommerce and retail media, but recent moves like its $2.3 billion acquisition of VIZIO are giving the retailer momentum. But what are some other big moves that Walmart can make to grab more attention, loyalty, and customers?

A more accessible and expansive Walmart+ membership will help the retailer to reach 29 million subscribers this year, while in-store retail media formats could boost ad revenues. A push into B2B, logistics, and international markets may also prove lucrative.

Computer and consumer electronics purchased during the pandemic are due for an upgrade, which is good news for Amazon and retail as a whole. But besides that possible bright spot, this year鈥檚 Prime Day event will likely be 鈥渦nremarkable鈥� as other retailers steal Amazon鈥檚 spotlight.

Customer loyalty has to be earned. Brands can do this through programs with discounts and deals, but there鈥檚 a lot more to loyalty programs than the occasional coupon. Our analysts share how your brand can achieve loyal status.

Amazon鈥檚 revenues rose 9% in Q4: While the company鈥檚 highly profitable retail media business continued its upward trend line, ecommerce sales fell 2% YoY.

Until Google rolls out generative search to all users, most consumers won鈥檛 adopt the technology. That means AI isn鈥檛 driving search ad spending鈥攜et.

Over the past year, retail has pushed further into healthcare for two reasons: more customers and more money. The usual suspects (e.g., CVS, Walgreens, and Rite Aid) are all making investments in their healthcare offerings, but Amazon is on their heels.

So the MBA strikes gold apparently, with a new $76 billion 11-year media rights deal with Disney, NBCUniversal, and Amazon Prime Video, notes our senior director of briefings, Jeremy Goldman. The deal, which is two and a half times the value of the last one goes into effect after the coming season.

With third-party cookies on the way out, marketers are leaning more heavily on first-party data to help power their digital advertising strategies. Retailers that want to increase their share of ad dollars should leverage customer data to help advertisers enhance campaign performance via measurement and attribution capabilities.

All eyes are on streaming. Last year, non-pay TV viewers surpassed traditional pay TV viewers in the US, per our forecast. Years of streaming platform proliferation are over, yielding to consolidation and fragmented ad measurement. Bundles between streaming platforms and partnerships with retail media platforms are forming, leaving media buyers with a headache over how to strategize.

Target announced it will launch a paid membership program April 7, following Amazon and Walmart鈥檚 lead.The move comes asTarget struggles to keep up with competitors.

Then third, we estimate that Hulu has the third most viewers, not subscribers, but viewers of any streaming platform, paid or ad free, in the US behind the usual suspects, Netflix and Amazon Prime Video, and also they've got Hulu with live TV. That's 11 million viewers, which is second to YouTube TV with 15 million in the streaming TV space.

I mean, there's just been news that Amazon is considering an ad tier for Prime Video. Apple TV, of course, has been licensing sports content against which they sell advertising. The same is true of other platforms that we don't yet break out individually, but they're part of that long tail.

That's 40 million behind Netflix, 30 behind Prime Video, and 10 million more than Disney+ according to our forecast crew. Second point here from Daniel Konstantinovic, one of our writers, saying that they could bundle Hulu and Disney+ into a super video streaming app.

A strong out-of-home (OOH) ad leverages creative thinking, puts content where people will see it, and has the potential to be shared online. From cleverly branded buses to bizarre alien billboards, here are five recent OOH campaigns that caught our eye and why we think campaigns like this will help drive a projected 6.5% YoY growth in US OOH ad spend this year, reaching $9.51 billion.

Though growth is slowing, digital grocery will continue to fuel overall ecommerce growth in the US. 鈥淕rowth is no longer driven by new adopters, but heavy digital grocery users,鈥� our analyst Blake Droesch said on a recent 鈥淩eimagining Retail鈥� podcast episode. Here鈥檚 how retailers like Instacart, Amazon, and Walmart can capitalize on frequent buyers.

Walmart is undergoing a 鈥渕uch broader shift,鈥� said our analyst Sky Canaves on our 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. Where Walmart was once seen as primarily a retailer, it鈥檚 pivoting into tech and services. Walmart鈥檚 business remains rooted in grocery, but through its retail as a service and Walmart+ offerings, it鈥檚 expanding that flywheel.