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Albertsons, Costco, and Instacart are enhancing their retail media offerings. TikTok Shop reached a $1 million livestream. And three-time consecutive first place winner Walmart is developing immersive ways to shop and catering product lines to younger shoppers. Here鈥檚 our Unofficial Most Interesting Retailers List for June 2024.

Retail media spans a broad and growing merchant list, from marketplaces (Amazon) to department stores (Macy鈥檚) to ride-sharing apps (Uber).

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.

This year鈥檚 Groceryshop 2023 event in Las Vegas focused on marrying in-store and digital experiences, the growing retail media wave, and the benefits of personalizing messaging based on each consumer鈥檚 motivations, among many other takeaways. All of that comes as US food and beverage retail sales are expected to reach $1.378 trillion this year and surpass $1.578 trillion in 2026, according to our June forecast.

Walmart is taking a page from Amazon: The retailer looks to diversify its revenue streams by growing its ecommerce, retail media, and services businesses.

The US ad market grew for the first time in 11 months this May, according to Standard Media鈥檚 US Ad Market Tracker. Now the question is if expansion can continue. June and the start of July brought a host of ad updates that could help continued growth, including ad tools enhancements from Google and Microsoft, retail media opportunities from Roku and Uber, and more. Here鈥檚 a breakdown of what鈥檚 new.

Retail marketers should focus on brand marketing to combat consumers鈥� desire for value. That was the main theme from General Mills, Nike, Levi鈥檚, and more brands鈥� recent earning calls. Oh, and if you can get Beyonce to name a song after your brand, even better.

In the decade since, its share has dropped to 10.2% as advertisers rely increasingly on private marketplaces and direct platforms such as social media channels and retail media networks. As they refocused strategies around first-party data, programmatic advertisers invested more in closed and private ecosystems, which reduce hidden fees, minimize the risk of data leakage, and lessen carbon usage. 3.

For beauty-focused personal care brands, department store retail media networks offer a great way to connect with engaged customers. And the money is there. Macy鈥檚 Media Network generates more than $35 million a year, while Nordstrom reported $40 million in ad revenues last year. Who鈥檚 winning: Amazon is the one to beat.

No. 5: Consider Meta shopping ads and retail media for commerce. There鈥檚 no exact alternative for marketers who use TikTok for social commerce, but Meta and retail media networks offer access to broad shopper and buyer audiences. Meta has a robust base of social buyers.

Retail media has transitioned from its 1.0 era, defined by on-site search and sponsored product ads, into the era of retail media 2.0, which consists of a mosaic of ads on-site, in-store, and across other media channels. 鈥淭he opportunity gets much bigger, but realizing the opportunity also gets a lot more complex,鈥� our analyst Andrew Lipsman said on 鈥淏ehind the Numbers: Reimagining 搁别迟补颈濒.鈥�

Retail media鈥檚 rise in popularity is being boosted by increasing ecommerce sales, a wide variety of ad formats, and established retailer-brand relationships. But an increasingly crowded space may have advertisers feeling overwhelmed, which could put a bit of strain on retail media鈥檚 growth.

Target: For announcing a paid membership to rival Walmart+ and Amazon Prime and rolling out a new in-house ad buying program for its retail media network. 5. Kohl鈥檚: For enlarging its home assortment by 40% to better meet consumer needs. 6. Lowe's: For beta testing Google鈥檚 new retail media product and experimenting with Apple鈥檚 Vision Pro. 7.

Retail media networks looking to secure CPG ad dollars need to consider off-site formats too, like social media or connected TV (CTV), as evidenced by the Path to Purchase Institute鈥檚 April survey of ad agency professionals worldwide. 5. Amazon Prime Day patterns are shifting in favor of CPG.

Targeted, relevant advertising that motivates shoppers to buy is the goal of any retail marketer. But with retail media advertising sitting so close to the point of purchase, the potential upside is even greater.

Intermediaries like Instacart and Uber Eats will shape the future of digital CPG sales, but they鈥檒l need to diversify their revenue streams and strengthen their retail media networks to remain competitive. Review cart: CPG is quickly pivoting to digital, though consumers are adopting ecommerce for some categories faster than others.

This fuels delivery platforms鈥� media networks, which compete directly for retail media ad dollars. Customer experience: Delivery platforms are involved in almost every step of the customer journey. A bad delivery experience can sour the customer on a retailer鈥檚 digital offerings.

CTV鈥檚 partnerships with retail media networks. This is one area where CTV can be supercharged with fresh, relevant data鈥攁lthough the measurement issue persists. Both CTV and retail media face measurement and standardization issues, and as more partnerships emerge, the need for better measurement will grow. Outcome: Incorrect. This was originally featured in the eMarketer Daily newsletter.

The retailer will also get a much-needed boost from its retail media network as marketers look to get closer to the point of purchase. Luxury brands like LVMH Mo毛t Hennessy Louis Vuitton, Richemont, and Burberry will continue to perform strongly, although the uncertainty generated by China鈥檚 lockdown protocols could drag down overall growth.

Microsoft launched its Microsoft Advertising Network, which helps retailers set up retail media networks. And it introduced CTV and video ads within its ad platform, which will be a good way for it to leverage first-party data in a rapidly growing ad market. The company is enhancing audience targeting through its Microsoft Advertising Editor.

For example, Amazon鈥檚 online marketplace drives billions of dollars in listing and fulfillment fees, and is also the backbone of its retail media network. The potential appeal of Shein鈥檚 platform: Other retailers could find Shein鈥檚 platform appealing given that it has a sizable customer base that is in the habit of regularly visiting its website and app.

Interest in women's sports continues to rise: Media investment and NIL rules drive opportunities for advertisers and growing fan engagement.

This year, we forecast that Walmart鈥檚 digital ad revenue growth will outpace Google, Meta, and even Amazon. This success is driven by updates made to Walmart鈥檚 retail media platform as well as partnerships to help advertisers activate across channels like social and connected TV. 鈥淵ou know [how they say] crawl, walk, run? We鈥檙e getting to that walk/run phase now where our platform is maturing,鈥� said Rich Lehrfeld, senior vice president and general manager at Walmart Connect.