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What it means: Brands should diversify their search ad strategies. Walmart.com (29%), YouTube (13%), and Target.com (11%) are also popular places for consumers to start their search, per Jungle Scout. Gen X and baby boomers are most likely to start their searches on Amazon or search engines, while Gen Z tends to start product searches on YouTube or TikTok. 3. Walmart is losing ecommerce share.

Mobile app install ad spending flows mainly to search ads in app stores and display ads within other mobile apps. With its affluent user base and dominant position in the US smartphone market, Apple is well positioned to both generate and soak up future demand in this category. Apple will increase its mobile app install ad revenues by 26.3% this year, reaching $5.20 billion.

鈥淕iven all the news that Gen Z is now using TikTok and Instagram for search, and even the fact that TikTok is potentially moving into search ads, I don鈥檛 think Snap can afford to miss out on that Gen Z trend,鈥� she said on a recent 鈥淏ehind the Numbers: The Daily鈥� podcast episode.

Walmart is also building out capabilities to measure conversion lift for in-store sales, store lift for in-store demos, and in-store attribution for search ads. 鈥淲hat we have found is that when people are searching, it leads to a sale in-store and not just online,鈥� said Lehrfeld. Providing this attribution will increase transparency for advertisers and unlock greater ad revenues for Walmart Connect.

Expanded opportunities have made retail media鈥檚 rosy forecast even rosier. But retailers and buyers need to address the channel鈥檚 measurement, standardization, and complexity challenges.

Like other well-funded internet companies, Temu appears to be spending heavily for app installs and on search ads. Search for almost any commodity product鈥攅specially if your search includes the word 鈥渃heap鈥濃�攁nd you鈥檙e likely to find a Google result for Temu. Temu also gained attention with multiple Super Bowl spots, putting it on the map for many US consumers for the first time. Visibility on TikTok.

Reddit, unlike most social media platforms, is growing: Facebook, Instagram, and even TikTok are seeing engagement drops, per Comscore data.

Google Maps already lets users pay for parking through the app, but wider search advertising options through navigation apps are likely. And they may face additional competition if carmakers provide an opening for the Overture Maps Foundation, a rival map system founded by Meta, Microsoft, Amazon Web Services (AWS), and TomTom. Voice assistants may play an increasing role in search.

We're seeing TikTok and Instagram both put in either beta or going in full-fledged launch for search ad products, which they have... For TikTok, they started a beta last year. We're hearing it's probably going to be moving into full production later in the year. Instagram, we also saw some new formats roll out with search ad formats which, again, we've never seen before coming out of Meta.

Search advertising will be a $127.84 billion industry in the US this year, according to our October 2023 forecast. Nearly half (49.0%) of that will go to Google. For context, search ad spend will make up 41.7% of US digital ad spend in 2024. All this begs the question posed by Pranav Dixit, 鈥淲ho makes money when AI reads the internet for us?鈥� It鈥檚 not publishers, programmatic advertisers, or users.

Perplexity enters ad market with focus on user engagement: Rapid growth and commitment to transparency position it as a strong competitor in search.

Display and search ad formats attracted about equal shares of spending in digital channels for many years. But display has pulled out in front, mainly because of video, which has become the most effective format in digital advertising. Display鈥檚 growing share is mainly due to the maturity of video advertising. This includes in-stream video on YouTube and outstream video on social media.

The company鈥檚 heavy investment in search advertising may be a driving force behind its growth. 鈥淪earch for almost any commodity product鈥攅specially if your search includes the word 鈥榗heap鈥欌�攁nd you鈥檒l find a Google result for Temu.com,鈥� said Lipsman. Temu also made a splash with its Super Bowl spot, putting it on the map for many US consumers for the first time.

Search advertising should remain relatively stable in 2023.

Microsoft makes up just 5.3% of total US search ad revenues, according to our forecast. But these changes could shake up search. Who cares? Brands and retailers that should be paying attention to how Bing is incorporating ads into chatbot-based search, because Google will likely make similar moves. But Bing鈥檚 search footprint is still so low that advertising here may not be worth your time.

But it is also important to note that nonretail media advertising, social media advertising, and search advertising is also leaning into AI to become more effective.鈥�. Suzy Davidkhanian, vice president of content: 鈥淚 think what will help the most is that now all of these different platforms have so much data, and [AI is] bringing it all together to have that one view of the customer.

Researching target audiences and refining search advertising strategies and tactics will be crucial for positive results. Retail media will be a godsend for brands that use it wisely. Potential benefits include better ad placements, digital promotions, and tapping into retailer loyalty programs and validated sales data. Brands that don鈥檛 take advantage of retail media opportunities will suffer.

AI Overviews aren鈥檛 meaningfully changing publisher traffic: Q2 results from major publishers show less impact than expected, but it could still be a future threat.

In our report, I predicted that TikTok would go much more heavily into search advertising this year and infringe more on Amazon's turf. And this is a clear signal of that. Sara Lebow:. And TikTok search advertising, it's not retail media, but it's operating in the same way. It's an advertisement that's in search. That's what Amazon is doing in retail media. Jasmine Enberg:. Yeah, absolutely.

They missed their estimates by 2.6%, which I think is just kind of hilarious, especially because Cloud is such a lumpy business relative to search advertising. And so it's not surprising really at all that they couldn't... I mean, it's surprising a little bit, but it's not a shock that they ever so slightly missed this target that they've set out.

Search advertising is becoming more of a thing. So it's really about having a very well-rounded portfolio of social ads, not only video ads, but also image ads, commerce ads, search ads. Those are all the things that add up to reaching the social media consumer wherever they're spending their time. And that could be on social video, but it could be in their stories or in their feed as well.