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During Prime Day 2024, US shoppers will spend nearly $14 billion鈥攁 5.9% increase over last year. But the dynamics of the shopping event are shifting as competitors chip away at Amazon鈥檚 market share.

Marketplaces will continue to expand their share of US retail ecommerce as new players with roots in China vie for prominence.

As a result, sports media rights costs have doubled over the last decade to unprecedented levels. Why it matters: The shift represents a fundamental change in consumption patterns. Third-party data suggests that viewers over 50 years old are 50% likely to watch an entire game from start to finish, while viewers under 25 years old are only 30% likely to watch a complete game.

Retailers are forging closer relationships with creators. Retail media networks (RMNs) have partnered with creator networks and social platforms to satisfy advertiser demands for incrementality and stay relevant as shopping becomes more social.

Fubo pioneers interactive TV ads: New formats aim to move commerce from second screens to big screens with seamless shopping experiences.

In-store retail media networks (RMNs) will be another strong driver of OOH growth. Retailers have realized that the powerful first-party data they鈥檝e used to build their media networks can also be effective where the vast majority of their sales occur鈥攊n stores. Even so, in-store, place-based ad spending in the US will hit only $370 million this year, but it will top $1 billion by 2028.

On the heels of explosive growth in retail media network (RMN) spending, nonretail verticals are adapting the media model to monetize their own first-party data, and advertisers have taken notice鈥�58% of brands and 51% of agencies are interested in RMN-like offerings from non-retail verticals.

Kennedy has stated that he would seek to ban D2C drug advertising, preventing pharmaceutical companies from advertising drugs on TV, radio, and other media. Kennedy announced the plan during his presidential run and reiterated in late October that he would pressure president-elect Donald Trump to pursue the ban.

Our first-ever marketing and retail media survey explores the latest trends unfolding in Latin America, how the regional landscape will evolve, and the broader implications for ad buyers鈥� and retailers鈥� go-to-market strategies.

Retail media is now being adapted by companies in other verticals: Financial services and travel companies are among those launching commerce media networks in a bid to monetize their first-party data.

53% of brands often leverage data and media opportunities with retailers that do not carry their products, according to August 2023 data by Merkle.