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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.

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.

TikTok Shop seller Michael Herling told Business Insider that a ban 鈥渆ssentially shuts my business down,鈥� although he has contingency plans to advertise his business on Facebook and Instagram.

Gamers have historically been a challenging demographic for advertisers as in-game ads can break the immersion that players seek. Amazon could also be waiting for livestream shopping to gain more traction in the US.

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.

PepsiCo leans on value, healthier snacks to drive sales in 2025: But the CPG company expects growth to be muted as consumers focus on price.

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.

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.

Over the past month, we鈥檝e seen ad updates from all the major players, from Meta鈥檚 generative AI ads to Google鈥檚 attempts to decrease clutter. Here鈥檚 what they mean for advertisers.

In fact, 59% say they鈥檝e recognized a brand鈥檚 in-store message after seeing a digital ad鈥攁 figure that鈥檚 even higher among Gen Z and millennials. 鈥淭he brands that line all of that up successfully are the ones that drive the most ROI,鈥� said Sabanosh. 鈥淭he messaging doesn鈥檛 have to be identical鈥� but it has to be connected.鈥�. 5. Promotions drive impulse purchases.

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.

Amazon discourages sellers from stockpiling goods with capacity limits: The strategy aims to prevent overload at its fulfillment centers, but it complicates merchants鈥� tariff mitigation abilities.

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.

In-game merch can also serve as free advertising by converting fans into walking billboards for brands, Roblox games, and creators. Our take: Roblox鈥檚 Commerce APIs unlock a new monetization layer that turns virtual gameplay into real-world storefronts. This indicates that the line between digital and physical retail is blurring.

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.

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.

While our analysts have shared their major trends for the year ahead, the newsletter team has a few additional thoughts. In 2025, we think retailers will focus on personalized in-store experiences and technology to boost foot traffic and engagement while Amazon brings its AI assistant, Rufus, to brick-and-mortar locations. Discount retailers will struggle to retain customers, leading them to diversify or launch marketplaces to stay competitive.

Led by retail media, commerce media is well on its way to becoming an essential component of many 补诲惫别谤迟颈蝉别谤蝉鈥� media budgets. But a rapidly diversifying field of competitors will change how advertisers approach the channel.

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.

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.

Some 53% of marketers believe AI will significantly enhance the way shoppers are targeted and served relevant ads, per a survey from Cooler Screens. Both AI and retail media are still developing. As both of these areas mature, AI will make retail media data even more powerful. Here are some ways AI is improving retail media.

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.