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Prestige fragrance sales soar as Gen Zers embrace scent wardrobes: That trend helped Spanish beauty company Puig deliver double-digit growth in its perfume division in Q3.

The combination of Walmart鈥檚 booming grocery and ecommerce sales also fueled its highly lucrative advertising business. The losers: Unsurprisingly, the retailers that struggled the most this year largely rely on discretionary spending in categories like apparel, home furnishings, and consumer electronics.

The insight: Shoppable ads are taking over TV as retailers look for ways to reach consumers and shorten the path between discovery and purchase. Warner Bros. Discovery (WBD)鈥檚 new 鈥淪hop with Max鈥� ad solution uses AI to identify items within films and TV shows and find similar products in an 补诲惫别谤迟颈蝉别谤蝉鈥� catalog.

US alcohol off-premises retail ecommerce sales will reach $6.85 billion this year, growing 6.1% over 2022, according to our forecast. Growth will reach double digits come 2026.

The access that creators and top brands can have to each other at the festival is unparalleled, even as creators have started to see more opportunities to go direct to advertisers in 2025.

The GLP-1 craze is too big of a market opportunity to pass up for many companies in the food, consumer packaged goods (CPG), health, wellness, and fitness markets. Editor鈥檚 Note: GLP-1 (glucagon-like peptide-1) agonists are a class of medications approved by the Food and Drug Administration (FDA) to manage Type 2 diabetes, obesity, and heart disease.

Savings-hungry customers have responded: In H1 2024, affiliate advertiser revenues generated by card-linked offers on Acceleration Partners鈥� network grew more than 300% YoY. Generational differences are forcing some advertisers to change their tactics.

Instacart, CVS, 7-Eleven see opportunity in in-store retail media: All three expanded ad capabilities in response to surging advertiser demand.

Our primary research on US online beauty buyers shares insights into how consumers discover and purchase new beauty brands and products across channels.

The news: China is outpacing the US in retail media鈥檚 global rise, with nearly half of its digital ad spending now flowing through retail platforms. While Amazon still leads globally, its growth is slowing鈥攅xpected to rise just 18.6% in 2025. Meanwhile, players like Uber Eats, Meijer, and Albertsons are growing ad revenues at triple-digit rates. Our take: Retail media is becoming more fragmented and competitive. Success now requires portfolio diversification, especially as new channels鈥攍ike last-mile delivery and in-store signage鈥攇ain momentum. What began as an Amazon-centric, US-led trend is now a worldwide shift reshaping how consumers discover, consider, and buy.

Shop while you stream: Disney is beta testing its first native streaming shoppable ad format, Gateway Shop. Disney says streaming viewers will receive personalized prompts for products via mobile push notifications or email, enabling them to purchase items without disrupting the viewing experience. Unilever is one of the first brands to test the ad format.

But those steps should help it pursue key growth areas such as advertising, retail, and grocery. Growing its advertising business: While large advertising-focused businesses (such as Meta) have seen growth slow over the last few quarters, Amazon鈥檚 business continues to thrive (it was up 25% year-over-year in 2022), Jassy noted. The business benefits from Amazon鈥檚 massive scale.

This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends. To help you finish 2024 strong, and start 2025 off on the right foot, articles like this one鈥攄elivering the latest news and insights鈥攁re completely free through January 31, 2025.

Amazon will begin selling its ad tech to third-party retailers: The new Amazon Retail Ad Service will give companies access to the retailer鈥檚 advanced targeting and sizable advertiser network.

The insight: Coca-Cola鈥檚 AI remake of its 鈥淭he Holidays are Coming鈥� ad drew controversy and criticism for its quality, but it nonetheless shows the creative potential of the technology and the strides it has made in a short time. Though the beverage giant is one of the most prominent brands to incorporate AI in ad creative in a big way, it isn鈥檛 alone.

For example, Discord communities for creator feedback, amplifying top-performing creator content through TikTok's Spark Ads, and developing strategies to identify which products have the potential to resonate with creators and audiences can help push product sales on the platform. TikTok demands face-forward authenticity.

Sports remains a profitable ad opportunity: Two-thirds of Americans are sports fans and over half have made a purchase based on audio ads.

Advertisers battle economic difficulties as they head into upfront negotiations.

Commerce media can apply to multiple verticals, though there are nuances between who is doing the advertising and how ads are served to customers. For example, a retailer may advertise with a financial media network, a consumer packaged goods brand with a retailer, and an apparel brand with all three. What came first?

ROAS is a widely used metric for advertisers to understand the effectiveness of their campaigns, and newly added data to Industry KPIs shows YoY changes in ROAS by industry. We recently added several important metric benchmarks to Industry KPIs, including cost per click (CPC) and ecommerce ad spend.

Retailers and commerce intermediaries are most likely to have access to granular, SKU-level data, which can unlock precise targeting capabilities鈥攁nd attract the budgets of consumer packaged goods (CPG) brands that make up a significant share of digital ad spend.

Retail media ad expenditures are set to rise 20% this year to more than $62 billion, per our forecast, and brands want specific and actionable data on that spending. A majority (55%) of US advertisers cited the lack of uniform standards across platforms as their biggest retail media challenge, per a July 2024 ANA report.

FDA says Merz Pharma鈥檚 Instagram ad is misleading: The regulator could be ramping up its oversight of drug ads on social media that involve influencers.

Amazon will see $23.95 billion in US retail media ad revenues this year, according to our forecast. With 6.0% of Amazon鈥檚 US retail ecommerce sales coming from health, personal care, and beauty, it makes sense that cosmetic and beauty brands would also be investing in ads on the site. 3. Social media leads for beauty discovery.