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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.

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.

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.

Two is the rise of programmatic, and three is better data coming from things like retail media networks that are adding out of home components as well. So that's like 80% of the increase. And I think when you're talking specifically about this year, probably 10% also comes from rising political ad spending. You always get that in election years.

Some 53% of marketers believe AI will significantly enhance the way shoppers are targeted and served relevant ads, per a survey from Cooler Screens. Both AI and retail media are still developing. As both of these areas mature, AI will make retail media data even more powerful. Here are some ways AI is improving retail media.

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.

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.

Leverage first-party purchase data by advertising with retail media networks or publishers with retail media partnerships. Look to native advertising to integrate messaging with content. Work with influencers to reach audiences that opt in to seeing their content. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

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.

On today鈥檚 podcast episode of The Banking & Payments Show, we discuss financial media networks, identifying what they are and why financial institutions are creating them.

Programmatic digital display is no exception to the ad spending downturn that has sent ripples through our forecast. As marketers scrutinize their investments, social networks are losing share of the programmatic pie while CTV and retail media drive growth.

Cost: While other grocers are leaning into retail media partnerships with media companies, Trader Joe鈥檚 is riding solo. By offering mostly private labels, the company misses out on building its own retail media network. Takeaway: Building a strong brand that customers are excited to champion is an investment that can pay off when it comes to marketing campaign costs.

CTV has verified user data because users are logged in, but other first-party data sources like partnerships with retail media networks can help platforms provide more targeted advertisements in order to make their live sports inventory stand out. Coming in at No. 1 is cross-platform measurement, per the IAB.

Retail media will account for about 1 in 5 digital ad dollars this year. That鈥檚 about double the share it held in 2020. We expect it to surpass the one-quarter mark by 2028.

Retail media networks may consider partnering with popular cooking or lifestyle creators to help advertiser clients expand their audience reach on social media. Use this chart:. Assess influencer marketing strategies. More like this:. Are brand-led creator communities the next evolution of influencer marketing?

Incrementality has always been the holy grail of retail media, said Zach Darkow, senior director, marketing activation and measurement at The Home Depot. But as the digital advertising landscape grows more complex, incrementality has become more important than ever.

So to just explain, most folks probably know what that is, but non-endemic, some retail media networks starting to sell ads to advertisers who are pushing products or services not sold by the retailer behind the retail media network. And so that's who we're talking about, folks who don't typically sell through a retailer who are advertising through that retail media network.

US omnichannel retail media ad spend will increase by 22.6% next year for a total of $55.64 billion. One thing that could unlock spend even further? Standardization.

Thanks to its growing retail media business, Walmart keeps its top spot on our 鈥淯nofficial Most interesting Retailers List鈥� for April 2024. Meanwhile, newcomer Home Depot and returning member TikTok Shop make the list for equipping advertisers with more data.

US retail and ecommerce sales are getting back to their pre-pandemic growth trajectories, but consumer spending may be stunted amid ongoing economic uncertainty.

On today鈥檚 episode, host Bill Fisher is joined by our analysts Paul Briggs, Matteo Ceurvels, and Carina Perkins to discuss everything retail media-related. There鈥檚 been a boom in the US, but how big is the opportunity elsewhere, and who are the early wave-makers in this space?

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how standardization can unlock retail media spend, when we are likely to see it, and where the future of targeting is headed. Then for "Red-Hot Retail," our analysts give us some spicy predictions about the future of retail media ad buying. Join our analyst Sara Lebow as she hosts analyst Max Willens and vice president of business intelligence at Advertiser Perceptions Nicole Perrin.