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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.

Marketers know the basics for reaching Gen Z: They like authenticity, they cringe at highly curated content, and they prefer raw, honest content from their favorite creators. So why are some brands still getting advertising to Gen Z wrong?

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.

The news: Google is releasing various AI features embedded directly into Google Shopping this week as a jumping-off point for online product advertising and ecommerce. It鈥檚 also integrating augmented-reality (AR) functionality to offer online retailers a wider canvas to engage online shoppers.

Anticipating a continued uptick in CPG purchases, subscribe-and-save promotions are a potential source of growth. While general merchandise categories typically dominate total Prime Day dollar spend, consumer packaged goods (CPG) categories saw significant YoY increases in shopper penetration last year, according to July 2023 survey data from Numerator.

Mixed results from the Big Four ad firms mark a turbulent period: Concerns about the regulatory landscape and tariffs weigh on spending.

Additional users in more app categories give advertisers options. More users in grocery, games, dating, banking, and other categories may lead to better first-party data for advertisers and more diverse mobile app ad inventory, which currently is dominated by the triopoly of Meta, Google, and Amazon.

Our take: Unilever and Publicis are showing the many benefits of integrating AI into campaign creation鈥攂ut consumer attitudes remain a concern for many advertisers. To incorporate the technology without fracturing consumer trust, advertisers must prioritize transparency.

Brands can also use social media to promote new flavors or products, share recipe ideas, or suggest entertainment occasions (while, of course, adhering to each platform鈥檚 policies on advertising alcohol). Brands should also lean in on consumers looking for an opportunity to treat themselves and their loved ones by highlighting craft ingredients, decadent flavors, or limited-edition products.

Mercado Libre鈥檚 sustained YoY multibillion-dollar investments have strengthened its retail flywheel鈥攃omprising ecommerce, logistics, financial services, media, and advertising. The regional giant can now capitalize on new growth opportunities in more developed ecommerce markets, including Brazil and Mexico, and in emerging ones like Chile and Colombia.

Consumers dislike dynamic pricing: But that hasn鈥檛 stopped retailers and restaurants from implementing it to grow profits.

鈥淧hysical stores represent the next major media channel for brands, with leading omnichannel. retailers experiencing 70% larger in-store audiences compared to digital,鈥� Andrew Lipsman, independent analyst at Media, Ads + Commerce, wrote in the Interactive Advertising Bureau鈥檚 (IAB鈥檚) report, Quantifying Retail Media In-Store Success: Measurement & Innovation.

Consumer packaged goods brands, for instance, aren鈥檛 the only advertisers moving increasing amounts of their marketing dollars to RMNs. Non-endemic brands, such as gaming and finance apps, are expanding to collaborate with RMNs. However, incorporating new verticals into the RMN framework requires advanced tools for activation. Controlled collaboration utilizing a data clean room.

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.

Two-thirds (67%) of US consumer packaged goods (CPG) brands expect digital or physical coupons to be a part of retail media network offerings, according to an August 2023 survey from Coresight Research in partnership with NielsenIQ.

Deals, expansion plans, and celebrity ads help retailers top our 鈥榰nofficial鈥� March ranking of interesting retailers. How retailers can use discount, dollar store strategies to protect their grocery share. 3 strategies for boosting retail sales when shoppers have less to spend. Guide to digital grocery: What it is and what it means for retail brands and advertisers.

This reticence will likely pressure some furnishings companies to expand advertising to win sales. Case study: Take Wayfair, for example, which has been increasing its ad spending. The home furnishings retailer said its advertising expenses rose 5% YoY in 2024.

The line between digital out of home (DOOH) and connected TV (CTV) advertising is blurring as advertisers invest in small-screen formats at gas stations, in bars, on transit, and everywhere in between.

Amazon will push Fire TV Omni Series via deep Prime Day discounts and ramp-up voice-enabled shoppable ads to bring performance advertising to TV. Look for Instacart to ink major CTV partnership鈥攑ossibly with Microsoft. Instacart has fallen behind its peers in the CTV realm, but the company could become the CPG data source for Xandr and its in-game advertising portfolio.

Netflix鈥檚 strong ad growth in 2025 will put it in a position to be one of the top two sub OTT ad platforms by the end of the decade. Disney+ rolled out its ad tier at roughly the same time as Netflix, but we project Netflix will have almost double the ad revenues of Disney+ by the end of the year.

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.

Vibenomics and Stingray say their combined network, which includes Kroger, Albertsons, CVS, and Rite Aid, will give advertisers access to over 800 million monthly shoppers. With most sales coming from brick-and-mortar channels, in-store retail media allows advertisers to grow awareness and reach consumers at or close to the point of purchase.

Last week, YouTube announced excluded themes at Brand Safety Summit, providing a way for advertisers to keep their ads from showing up next to news, gaming, health, or political content by checking a box. The updates should help brands looking to avoid unsavory contexts when serving ads, though this relies on YouTube鈥檚 ability to classify these categories correctly.

Eli Lilly鈥檚 blockbuster GLP-1 sales fell short of expectations in Q3: The pharma giant blames wholesalers for not buying more drugs. We think the rise of compounded GLP-1s is also a factor.

Data sharing/the lack of data is the No. 1 challenge in working with retail media networks according to nearly a quarter (24%) of consumer packaged goods professionals in North America, according to another survey from the Path to Purchase Institute from October 2023.