蘑菇AV

Evolve retail media networks (RMNs) to support AI-driven shopping. Enhance structured product data, ensure seamless integration with AI agents, and prioritize performance-based ad placements. High-quality product feeds and robust analytics will be essential to help brands stay visible and competitive in an increasingly automated retail environment. Ensure AI agents truly remove friction and add value.

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.

On today's special episode, we continue our monthly show where we discuss the biggest trends of the moment and the newest research, sprinkle in some analysis, and bundle it up into a quiz. Every month, three of our analysts representing their respective coverage area teams compete against each other. (We also encourage you to play along at home.) We鈥檒l keep a running score all year and crown a winning team at the end of the year. Today, we cover Americans' sentiment toward AI, how much Netflix's password-sharing initiative will boost subscriber numbers, how retail media ad spending dollars are moving around, and more. Tune in to the discussion with this month's contestants: our analysts Sky Canaves and Evelyn Mitchell-Wolf and vice president of Briefings Stephanie Taglianetti.

Retail media just got even bigger. We recently updated our US retail media ad spend forecast to show higher growth than previously estimated, culminating in $109.40 billion in spend in 2027.

Collective TV integrates CTV and retail media: Albertsons' new platform offers advanced ad solutions, driving digital video ad growth through shoppable content.

77% of US advertisers incorporate on-site ads as part of their retail media strategy, according to a February 2024 report by Skai and Path to Purchase Institute.

Retailers and the tech firms powering some of their RMNs are racing to give ad buyers access to more off-site inventory in formats ranging from CTV to digital out-of-home to in-store. But on-site has plenty of headroom left, as this new data from our forecast shows.

As retail media grows, it鈥檚 becoming increasingly complex, prompting some marketers to take a step back and rethink how they鈥檙e approaching the channel.

Search is already a major component of retail media; social is the next integration. Advertisers still view social media as a discovery medium and retail media as a conversion-driver. But both platforms are 鈥減otentially full-funnel,鈥� according to Liz Cole, executive director and US head of social at VMLY&R, speaking at our 鈥淎ttention!鈥� summit.

As retail media grows, it is changing. At the moment, search remains retail media鈥檚 bread and butter and sales ads are the best awareness drivers. In the future, in-store media and shoppable video ads may take on a bigger role. But no matter how ad formats change, one thing is for certain: Measurement will be key for retail media鈥檚 continued growth.

The US ad market grew for the first time in 11 months this May, according to Standard Media鈥檚 US Ad Market Tracker. Now the question is if expansion can continue. June and the start of July brought a host of ad updates that could help continued growth, including ad tools enhancements from Google and Microsoft, retail media opportunities from Roku and Uber, and more. Here鈥檚 a breakdown of what鈥檚 new.

As retail media moves both off-site and in-store, audio is becoming a bigger part of the ad mix. Here are two ways brands can incorporate audio into their retail media activations.

A more accessible and expansive Walmart+ membership will help the retailer to reach 29 million subscribers this year, while in-store retail media formats could boost ad revenues. A push into B2B, logistics, and international markets may also prove lucrative.

Retail media is the fastest-growing ad channel we track in the US, growing by 26.0% this year. Its share of total US media spend will reach 14.1% this year, and come 2028, nearly 1 in 5 ad dollars spent in the US will go to retail media. But the channel has the potential to grow even more. Here are four key factors that present challenges to retail media growth right now.

The Hershey Co. found a way to apply retail media data from Reese鈥檚 Peanut Butter Cups to other consumer packaged goods ads. The company learned that shoppers were buying shapes of Reese鈥檚 Cups based on their chocolate to peanut butter ratio, so it made two new products鈥攐ne for peanut butter lovers and one for chocolate lovers, said Vinny Rinaldi, US head of media at The Hershey Co.

Digital ad spend in Latin America is set to reach 56.4% of total ad spend in 2025, per 蘑菇AV鈥檚 forecast. As the region鈥檚 digital landscape matures, media quality, and performance are becoming top priorities for advertisers.

Though on-site search and display remain retail media鈥檚 bread and butter, off-site advertising鈥攑濒补肠颈苍驳 ads in channels outside of a retail media network鈥檚 (RMN鈥檚) own properties鈥攚ill lead the next evolution due to its ability to expand 补诲惫别谤迟颈蝉别谤蝉鈥� reach and achieve upper-funnel goals like increasing brand awareness.

Retail media is the fastest-growing ad channel we track in the US, driven by new innovations, inventory growth, and new players launching media networks. Here鈥檚 a look at some of the biggest retail media moves from the first six months of 2024.

China鈥檚 example would suggest that retail media has enormous headroom for growth in the US. Companies like Amazon have been growing their ad revenues by leaps and bounds, and yet ecommerce channel ad spending will still only represent 14.6% of the US digital ad market this year. In China, the share will be 38.1%.