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We talked about how the 1.0 retail media money was search ads. They haven't been a player in search ads. And I think that that's the path that they're going down, is to try and start to build out a marketplace so that they can have much more detailed shopping and buying behavior data, maybe increase scale.

Even though search advertising will grow faster than display in Argentina, Chile, Colombia, and Peru, the format won鈥檛 overtake display鈥檚 share of digital ad spending in any of the six Latin American markets we forecast. This year, advertisers will allocate more than $10 billion to display formats. That鈥檚 more than double the amount spent on display ads in 2019, prior to the pandemic.

I mean, now it's got a 52% slice of the US search ad revenue market according to us. Amazon's in an extremely distant second with 22%. Microsoft and Apple each have around 5. So that's another good point. (15:21):.

It took more than a decade for search and social to gain wide market traction, but the timeframe is shortening. Marketers who are slow to embrace emerging platforms will find themselves left behind even faster than before.

On today's podcast episode, we discuss what's driving online store sales for Amazon, its outlook on brick-and-mortar, and how its ad business is continuing to outperform the market. Tune in to the discussion with host Marcus Johnson, director of Briefings Jeremy Goldman and analyst Rachel Wolff.

A jarring deceleration in ad spending growth has shaken the advertising industry in many parts of the world. However, this softness is not universal, and it is likely to be short-lived.

Despite numerous problems, from early hallucinations to more recent embarrassments around search advertising, Microsoft remains all-in on re-imagining search鈥攑art of the reason investors have pushed the stock price up by more than 50% since the beginning of 2023. Even so, Google retains a gigantic lead, registering 84.6 billion visits in June, compared with Bing鈥檚 1.2 billion, according to Similarweb.

TikTok proves social search is here to stay: Its new image search function capitalizes on a shift from traditional discovery methods.

US omnichannel retail media ad spend will account for nearly a quarter of total media ad spend by 2028, reaching $129.93 billion, per our forecast. This growth will be fueled by a surge in retail media search, non-endemic partnerships, and off-site placements. However, financial media networks may give retail media networks some competition for advertiser dollars.

Digital ad spend grows in Q2 2024, says Skai: Retail media leads with 21% YoY increase, despite higher CPC and CPM across channels.

She notes that Bing's new AI integration and TikTok's functionality presents search ad options beyond Google. But the question is, who, according to our forecasts, has the second-largest search ad revenue slice? Who has the second-largest behind Google, search ad revenue slice in the US? So Yory... Suzy Davidkhanian:. Wait, wait, wait. Marcus Johnson:. We're just waiting for Suzy's answer.

Search is undergoing a seismic shift. Google is still the go-to for most inquiries, but generative AI is changing how people search, and leading people to explore alternative search engines. Meanwhile, paid search dollars are moving to retail media networks as shoppers begin their searches on Amazon and other retailer sites. And Gen Z鈥檚 search habits look different from older generations, with the cohort flocking to social media sites like TikTok and using visual search and chatbots.

As RMN advertisers look for ways to expand beyond the on-site search ads that dominate that channel, audience extension via social has emerged as a natural choice. Meta is muscling in on the trend with its Managed Partner Ads Lite offering.

Amazon is moving beyond search ads to display, video, and streaming TV ads. Amazon鈥檚 search business is reaching maturity with heavy sponsored product ad loads appearing on most search result pages. Sellers are being encouraged to shift ad budgets into upper-funnel ads, including on-site display and video ads and off-site display and video ads accessed via Amazon DSP.

Bing's new features take aim at Google: Microsoft is betting that ChatGPT-powered Bing Chat Answers and an image generation feature could keep recent search converts in the fold.

Retail media will stay ahead of connected TV (CTV) in US ad spending and close in on traditional TV this year, according to our forecast. Search overall, including paid search on retail media networks, will reach $108.48 billion in 2023.

Traditional search鈥攚hich excludes retail media search鈥攚ill claim the biggest share of US ad dollars this year, amounting to $90.73 billion, according to our March 2024 forecast.

A huge increase in visual search ad revenues is likely through 2027, accounting for more than $5 billion in additional mobile AR ad revenues. Consumer spending on AR is still low but could scale quickly. Most direct consumer spending on AR right now is in games鈥攑rimarily Pok茅mon Go, which generated $1.3 billion in 2021 (the latest full-year figure), according to Sensor Tower.

Google found guilty of anti-competitive practices: Court ruling challenges market dominance through exclusive agreements and payments to Apple.

As consumers turn to social and retail media for discovery over traditional search engines, marketers face a shifting omnichannel advertising landscape. Effective strategies and the right measurement partners are crucial for optimizing cross-platform efforts and gaining holistic campaign insights.

The tech company still controls the real AI: they use it primarily to make search ads more profitable, and the search ads look a lot like the search ads we see right now. Marcus Johnson:. Okay. Okay, I said future of... You've gone for movie script, I see. Ross Benes:. Well, so-. Max Willens:. I'd watch that on Hulu. Marcus Johnson:. I would watch that, on any platform. Ross Benes:.

A Google versus OpenAI search engine showdown is taking shape: A race to develop AI search engines raises questions about whether the tech can shake up the market.

On today's podcast episode, we discuss what was behind Google performing so well in Q2, why YouTube is doing so well, and ranking the impact of AI at the search giant. Tune in to the discussion with host Marcus Johnson and analyst Evelyn Mitchell-Wolf.

Digital will help keep total media ad spending buoyant this year, just. A rebound is expected for 2024, with video advertising growing faster than any other format. Proportionally, though, video spend will remain relatively small in France and Germany.