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The Hershey Co. found a way to apply retail media data from Reese鈥檚 Peanut Butter Cups to other consumer packaged goods ads. The company learned that shoppers were buying shapes of Reese鈥檚 Cups based on their chocolate to peanut butter ratio, so it made two new products鈥攐ne for peanut butter lovers and one for chocolate lovers, said Vinny Rinaldi, US head of media at The Hershey Co.

Brands need to align internal goals and present a united front when working with a retail media network on strategies. In turn, retailers should give more access to performance data and enable brands to optimize via self-service options. To expand audience reach beyond bottom-of-funnel retail channels, collaborations between brands, retailers, and media companies will play an even bigger role going forward.

Total media ad spending in the US will pass the $350 billion mark this year, but growth is slow at just 3.8%, according to our forecast. 鈥淭hat is not great compared to almost anything in recent memory; however, there is a U-shape to this line,鈥� our analyst Ethan Cramer-Flood said during our 鈥淯S Digital Ad Spend Outlook鈥� webinar. Connected TV and retail media will prove to be bright spots, but social media could be a challenge.

Instacart has had a busy few months. Besides scrapping its plans to go public, the company has cut its valuation a few times, trimmed its workforce, and explored other cost-cutting measures. That being said, Instacart has also made investments to bolster its business, including new technologies for merchants and expanded retail media offerings.

As retail media evolves, ad placements off-site and in-store will help grocery advertisers reach shoppers in new and more engaging ways, but consumers may not be in a spending mood as credit card balances grow and savings accounts shrink. If Amazon can get grocery right, it may be able to fight off losing share to Walmart. But if the Kroger-Albertsons merger goes through, it could change everything.

Walmart lags behind Amazon in total ecommerce sales, retail media ad dollars, and retail subscriptions. But there may be ways for it to minimize the gap in certain areas, namely search and AI 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.

Walmart expands in-store retail media opportunities: The big-box retailer is giving advertisers more opportunities to reach physical shoppers with digital screens, audio ads, and sampling.

The retail space is changing rapidly as marketers experiment with things like retail media, generative AI, and social commerce. In this discussion, Zia Daniell Wigder, Chief Content Officer, Insider Intelligence, talks about the trends on her radar and what she learned at Shoptalk.

Walmart鈥檚 fledgling retail media business made big gains in Q4: Ad spending on the platform rose 31% YoY thanks in part to the ads鈥� growing effectiveness.

Amazon is growing into an advertising titan: The company鈥檚 ad revenues jumped 26% in Q3 thanks to football and a strong hold on retail media.

It鈥檚 December, which means marketers should already have plans in place for 2024. The next year will be punctuated by increasing retail media and connected TV (CTV) ad spend, creator economy evolution, and even more AI. Here are five charts to prepare you for what鈥檚 ahead.

If TikTok gets banned (and it鈥檚 a very big 鈥渋f鈥�), advertisers need to know where consumers will go. Instagram and YouTube would be likely beneficiaries, but OTT TV like Netflix could also see gains. Advertisers may even branch out to other categories entirely, like retail media. Here are five charts showing what could happen.

Amazon Prime Video will introduce ads to its streaming content starting on January 29. The move will leverage Amazon鈥檚 existing ad business and first-party retail media data to deliver ads on video content, something the company already does on Freevee and Fire TV. Here are five charts to prepare advertisers for this change.

The rise of in-store retail media鈥攖hrough the digitization of surfaces in physical retail鈥攚ill transform the store experience, the financial fortunes of retailers, and the advertising opportunities for brands.

Deciding how to target customers when they engage in an array of digital channels both online and in-store is the essence of an omnichannel strategy. It鈥檚 no easy task, but, luckily, omnichannel connections, in-store retail media opportunities, and experiential and experimental tools can help advertisers build a more robust customer profile and target shoppers where they are.

Microsoft is picking up ad spend by improving search, social, and video features, as well as improving ad targeting and measurement. The company is also inserting itself into the rapidly growing retail media market. In the last few weeks, Microsoft has announced a slew of updates that will help it expand its business.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how retailers are staying ahead of the curve on search and also search within retail media. Then for "Red-Hot Retail," our analysts give us some spicy predictions about the future of search in retail. Join our analyst Sara Lebow as she hosts analyst Sky Canaves and director of Briefings Jeremy Goldman.

On today's podcast episode, we discuss the most important retail trends we're watching in 2024: How retailers will try to compete less with Amazon online, how China's influence will shake up online shopping in the US, and buying retail media networks. Join our analyst Sara Lebow as she hosts vice president of content Suzy Davidkhanian and analysts Sky Canaves and Blake Droesch.

Advertising Week New York 2023 wrapped up yesterday. This year, conversations moved away from Web3 and NFTs and toward generative AI and retail media. Advertisers were focused on increasing market share and creating shoppable ads. Here are five key lessons we learned from the events.

US TV ad spend will fall 8% this year, per our forecast. Its share of total media ad spend is also in decline as marketers turn to faster-growing formats such as connected TV (CTV) and retail media.

As retail spending slows down, consumers are increasingly using the same feeds that fuel impulse shopping to bond over the collective desire to curb their spending. This makes an influencer strategy embedded in value and relatability crucial.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss in-store retail media: what's holding it back, cooler screens and smart carts impact, and what digital advertising looks like outside the store. Then, for "Pop-Up Rankings," we rank the top three heritage brands that have found a way to become cool again. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Zak Stambor.

Walmart makes a huge acquisition in hopes of taking on Amazon鈥檚 retail media dominance, while Amazon keeps churning out generative AI innovations. Plus, Target tries to steal share from Walmart鈥檚 prowess on attracting deal-seeking shoppers. Find out who else earned a spot in our Unofficial鈥� Most Interesting Retailers List, a monthly ranking revealed on an episode of the 鈥淏ehind the Numbers: Reimagining 搁别迟补颈濒鈥� podcast.

We all know that 2023 will be the year of retail media, social commerce, and lingering economic uncertainty. But here are some more targeted possibilities for the year ahead.