蘑菇AV

Retail media search is a new performance ad play. D2C brands will need to become adept at the cost-effective buying of sponsored product ads on retail media networks (RMNs) as they look to retailers and marketplaces for sales growth.

What this means for retail: The deal reflects the mainstreaming of BNPL, which is being embedded everywhere from delivery platforms like DoorDash to big-box retailers like Walmart to auto services providers like Tekmeric.

Nearly 96% of advertisers worldwide will include attention-based metrics in at least some of their media buys this year, according to May data from DoubleVerify.

It鈥檚 also good for Walmart to boost app adoption, which will help the retailer collect first-party data to boost its retail media network. 2. Best Buy鈥檚 exclusive deals. The electronics retailer announced Best Buy Drops, which offer deals exclusively available through its app. The move will help Best Buy compete with Amazon ahead of its second Prime Day event in October.

鈥淲hat鈥檚 really exciting about retail media is a lot of it is uncharted territory,鈥� said Paul Longo, general manager of retail media at Microsoft. 鈥淲e鈥檙e in inning two, inning three. What鈥檚 gotten us here will not get us where things need to be.鈥�

Offsite programmatic retail media ascendant: A 167% spike in the category will help drive US retail media to $81.6 billion by next year.

Sam鈥檚 Club Member Access Platform (MAP) is launching display ads within its Scan & Go mobile checkout experience as an expansion of its omnichannel retail media formats. The move puts smartphones at the center of in-store retail media advertising, a move more retailers will likely make.

To retain existing customer relationships and forge new ones, Adobe鈥檚 2023 Digital Trends: Retail in Focus report found that crafting impactful, hyperpersonal shopping experiences is essential. Learn how retail leaders can meet consumers鈥� rising expectations across all channels for a more efficient year鈥檚 end.

Uber recently created a retail media network in the Uber Eats app, where brands can buy ads that show up as users search and order food. Lyft is trying to catch up. It hasn鈥檛 reported its much smaller ad revenues, but according to Global Wireless Solutions, those revenues grew 400% YoY in Q2. Lyft has a limited number of screens in backseats and a few displays on top of cars.

Collective TV integrates CTV and retail media: Albertsons' new platform offers advanced ad solutions, driving digital video ad growth through shoppable content.

Retail media partnerships are the future of TV.

Advertising Week New York kicks off next week. Last year, speakers discussed everything from Web3 to connected TV (CTV) to social media. This year, we鈥檒l be watching for updates related to retail media, AI, and social media鈥檚 era of transformation.

But since then, advertisers have invested more heavily in private marketplaces and closed ecosystems like social media platforms and retail media networks (RMNs), which fall under programmatic direct. Direct pathways are all the rage.

Video streaming services, podcasts, video games, and retail media networks all sell inventory upfront. Read the full report, Digital Video Forecast and Trends Q2 2024.

This rapid growth, concentrated in China, Europe, and the US, presents largely untapped opportunities to engage affluent, tech-savvy consumers during charging sessions with brand messaging, media content, and retail product placement. Market realities temper near-term expectations. While long-term EV adoption trends remain promising, 2024 has seen more measured growth than initially projected. J.D.

Our newsletter team has already made a number of advertising and retail predictions, but now it鈥檚 time to combine the two. Retail media is still on the rise in the US (growing by a projected 28.6% this year), but competition is getting fierce. From commerce opportunities to consolidation, here鈥檚 what we expect to see from retail media in 2024.

US in-store retail media ad spend will total $370 million this year. But as the channel expands, oversaturating stores with ads can cause tension between retail media teams, which focus on maximizing ad dollars, and merchants, which focus on the store as a whole. Online advertising and in-store advertising are not two distinct channels, but instead work together.

Nearly three-quarters (74.2%) of the $59.61 billion in US digital retail media ad spend we forecast for 2024 will go to Amazon. That leaves $15.35 billion going to non-Amazon retailers and $370 million going to in-store formats.That should excite marketers, said 蘑菇AV鈥檚 new principal analyst Sarah Marzano.

Mobile apps are vital for commerce. In fact, among US smartphone users, 65.8% will use retail apps in 2024, putting the category behind only maps/navigation apps (72.8%) and weather apps (71.1%) in terms of adoption, according to our July 2023 forecasts.

Established brands are beating digital natives at their own D2C game. As marketplace and wholesale opportunities obfuscate what it means to sell D2C, brands need to keep up with both their retail and marketing playbooks鈥攐r risk falling behind.

We forecast US advertisers will spend a combined $86.40 billion on linear and connected TV (CTV) this year鈥攊n other words, about 1 in 4 ad dollars will go to ads on the TV glass. But as linear TV ad spending stagnates, networks are incentivized to prove the reach and efficacy of their digital properties.

Uber recently created a retail media network in the Uber Eats app, where brands can buy ads that show up as users search and order food. Lyft is trying to catch up. It hasn鈥檛 reported its much smaller ad revenues, but according to Global Wireless Solutions, those revenues grew 400% YoY in Q2. Lyft has a limited number of screens in backseats and a few displays on top of cars.

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