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Retail media鈥檚 positive hype is real. We expect it will disrupt the digital advertising landscape worldwide. In Canada, a handful of players鈥攍ed by Amazon, Walmart, and Loblaw鈥攈ave turned it into the fastest-growing ad segment in the country, and at scale.

This report presents five of the most intriguing and/or under-the-radar positive forecasts for 2023 that clients should be aware of, as compiled by our forecasting team.

Microsoft has quietly laid a foundation for the future of digital advertising with assets in search (Bing), social (LinkedIn), gaming (Xbox), retail media (PromoteIQ), and ad tech (Xandr). Its pending Activision Blizzard acquisition and leading in-store technology promise to push its gaming and retail media ambitions even further. Ecommerce giants power the retail media boom.

With the holiday shopping season starting earlier than ever, marketers must gather consumer feedback and insights while campaigns are still in flight. Learn why embracing cross-platform campaign measurement in real time is key for success.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how the 2023 holiday shopping season really went, whether we've shaken the feeling that we're in a recession, and what this means for the start of this year. Then for "Red-Hot Retail," our analysts give us two spicy predictions about the 2024 holiday season and two about what they would like to see from retailers. Join our analyst Sara Lebow as she hosts director of Briefings Jeremy Goldman and analyst Zak Stambor.

So I didn't go in here to inform our readers that retail media ad spending is hot or that like CTV is hot, everybody knows that. So we have lots of cool trends reports for 2024 about TikTok, if that's what you want to read. My colleagues have written wonderful reports on all that big stuff that we all kind of know about already.

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.

We predict US digital ad spend growth will outpace media ad spend growth overall. Retail media channels like Walmart and Instacart will see growth of over 40% this year. And TikTok should have another banner year for growth at 36.0%鈥攊f it can stay on regulators鈥� good side. This was originally featured in the eMarketer Daily newsletter.

Retail media鈥檚 off-site expansion should provide an (indirect) tailwind. The incremental digital dollars that are expected to flow into retail media over the next several years may provide web publishers with an indirect benefit.

Amazon's Sponsored Products ads now reach beyond its platform: High-performing format could grow retail media's share of market.

Study reveals genAI鈥檚 impact on Google ad placements: SE Rankings demonstrates shopping ads preferentially placed over SGE snippets, altering digital marketing.

TikTok introduces Search Ads Toggle, allowing advertisers to reach high-intent users and improve RoAS: Clinique and DIBS Beauty report increased conversion rates and decreased CPA.

Amazon to shutter Amazon Ad Server by 2024, focusing on growing other ad services: Reflects a strategic shift towards more promising advertising technologies.

The rise of OTT streaming and short video on social media has propelled a rapid increase in video advertising for most industries. Retail lagged far behind the average in video ad spending, but it has started to close the gap over the past five years.

Retail media could be another beneficiary, said our analyst Jasmine Enberg. Retail media is growing to a $45 billion market this year, and it will grow another $10 billion in 2024, according to our forecast. As retail media moves up the funnel into new formats, social media will come into play, according to our analyst Andrew Lipsman.

This year, time spent with digital video will officially surpass time spent with TV among US adults. Video advertising is also moving toward digital as advertisers set their sights on connected TV and social video, and even take advantage of retail media networks鈥� video opportunity. Whether you鈥檙e pitching a video ad campaign or reevaluating a tight ad budget, here are five charts that will help with the how, what, where, when, and why of video advertising. Whether you鈥檙e pitching a video ad campaign or reevaluating a tight ad budget, here are five charts that will help with the how, what, where, when, and why of video advertising.

While CTV will make up just 1.8% of total retail media spend in 2023, the market is growing rapidly: We expect retail media CTV ad spending to grow by 79.5% this year. CTV is also expected to be the fastest-growing ad channel this year, making it an attractive target for retailers looking to grow their ad business. Go further: Check out our latest coverage on retail media networks.

The retail industry commits by far the most dollars to digital advertising in the US. It has accelerated ad spending with above-average growth every year since 2020, fueled by the rising importance of ecommerce and digital channels in the consumer journey. By comparison, online ad spending by most other industries we track has seen far greater fluctuations from year to year over the same period. Retail鈥檚 ad spending growth will see sustained growth this year and next before other industries start to catch up on spending in 2025.

Retail media networks (RMNs) will be a bright spot in the gloom. By the end of 2023, RMNs share of total programmatic digital display ad spend will have doubled since 2018 as retailers like Amazon, Walmart, and Instacart grow their share of the digital ad market. But retail media鈥檚 success is not enough to compensate for the dip in spending with other walled gardens 鈥� yet.

And Amazon is working with, well, Amazon to match retail media鈥檚 high-quality data with CTV鈥檚 top-of-funnel potential. It makes sense: CTV is the fastest-growing major ad format in the US this year. But it鈥檚 not the biggest retail media player. CTV will account for just 13.0% of all retail media鈥檚 display ad spend come 2027. This was originally featured in the eMarketer Daily newsletter.

Retail media and connected TV are increasing in digital ad spend share as social declines. More like this:. Meta鈥檚 AI-driven advertising system splits marketers. Ad fraud's on the rise - but OOH remains one of the safest forms of advertising. TikTok鈥檚 flashy new ad format has some UI problems. Yesterday鈥檚 Chart of the Day: Beauty and the inflation beast.

Best Buy, CNET partner for unique retail media offering: Advertisers will be able to purchase and measure ads across both sites, while CNET content will be featured across Best Buy鈥檚 stores, site, and app.

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.

In-store retail media will account for a growing share of DOOH. Aside from driving sales, in-store retail media can influence brand awareness and consideration. 蘑菇AV three-fourths of advertisers are running in-store DOOH campaigns or are considering them, according to a November 2022 poll by the Interactive Advertising Bureau (IAB).

Social鈥檚 share of total media ad spending will grow much more slowly. Between 2017 and 2021, social鈥檚 share of overall media ad spending in the US nearly doubled, climbing from 10.5% to 20.0% in just four years. By contrast, its share of US media ad spending will climb less than 2 percentage points through 2027, inching from 20.4% in 2023 to 22.0%.