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If video is the most popular form of media consumption for many young people, it鈥檚 unclear how a text-based app will fare with them. And some users have said they don鈥檛 know why they are using the app other than partaking in the hype and seeing if it could be a potential Twitter replacement.

This enables advertisers to plan and manage retail media campaigns alongside other digital media channels. 2. Night Market provides real-time insights. Night Market, Horizon Media鈥檚 commerce division, has launched NEON, an AI-powered SaaS platform for real-time standardization of campaign measurement across all the RMNs an advertiser works with.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer

Creators function as standalone media channels. Most creators still earn income from sponsored content (82%), but other revenue streams like paid content subscriptions (16%) and merchandise (15%) have gained traction, according to Mavrck.

Retailers can expand their reach through off-site advertisements on major media networks. Streamers get first-party data from retail media networks to target ads more effectively. Brands can move up the funnel beyond search ads to reach customers earlier in their shopping journey.

This should include digital and programmatic, retail media, social media, TV and connected TV, audio, and out-of-home, enabling understanding of the contribution of individual media channels, and importantly, how these channels work in synergy. Measuring the impact of advertising on retail and social media sites is essential for optimizing broader omnichannel campaigns.

On today's podcast episode, we discuss when we might be approaching the consequential ceiling of 鈥減eak media鈥�, which folks watch the most influencer videos, where smartphone time is still climbing, and entirely too much more. Tune in to the discussion with our Principal Analyst and host Bill Fisher, Principal Analyst Paul Briggs, Vice President of Research Jennifer Pearson, and Chief Research Officer at GWI Jason Mander.

This development signifies a major step in personalized media consumption. NBCUniversal reaches 273 million viewers monthly across all platforms, underscoring its potential impact on both content distribution and advertising effectiveness.

On today's podcast episode, we discuss what might happen to just a select few traditional media companies, what AI rules might look like, and how a Trump presidency will affect the US ad market. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Gadjo Sevilla, and Vice President of Content Paul Verna.

This age group includes those making B2B buying decisions or those working with decision-makers who could be influenced by this age group鈥檚 media habits. But TikTok still isn鈥檛 generally considered a B2B platform. If you鈥檙e looking to expand your B2B marketing to TikTok, working with creators who already have an audience and understand vertical video is a great place to start.

Brands should already be thinking about retail media beyond on-site search and instead as a media channel with off-site opportunities, including streaming TV and social media. Mobile app advertising is yet another extension of retail media, and another way to meet the customer where they are and when they are ready to buy.

鈥淲e believe that the best [in-store media] channel is radio,鈥� Mijares. 鈥淸Customers] don鈥檛 need to be looking at a screen. You don鈥檛 need to distract the consumer from what they鈥檙e doing.鈥�. To ensure its in-store radio is targeted, 7-Eleven will use an AI-generated voice for its messaging, giving the retailer flexibility to put content in a Boston or Southern accent.

By combining their footprints, Kroger and Albertsons would create one of the largest in-store media channels in the US. Those stores give it an advantage over Amazon and Instacart, whose retail media networks are primarily digital, and Walmart, which lacks high-quality first-party data from in-store shoppers. Our take: The US retail clinic population is rising.

鈥淎mazon has a full media channel, a full streaming platform. Walmart, I don't think, is going to start making content any time soon.鈥�. Prediction #2: Pet path. 鈥淲almart is going to lean even more into the pet industry and forge a partnership with Chewy,鈥� said our analyst Becky Schilling. 鈥淲almart opened their veterinary and grooming space in a store outside of Atlanta last September.

It鈥檚 important to think of the grocer鈥檚 role as a distribution channel differently from its role as a media channel, noted Davidkhanian. For example, a brand may want to market with Amazon to get a spot in Thursday Night Football advertising, but Amazon may not be the best place to actually sell that product.

Go further: Read our recent In-Store Retail Media 2023 for an in-depth look at why brands should consider physical stores the next major media channel.

It also planned to invite major media agencies to hop on board. The group is currently made up of major TV networks and鈥攊n a sign of how complicated the advertising landscape is becoming鈥攊ncludes Roku as the committee's only streaming-only content provider.

Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, estimates from other research firms, and consumer media consumption trends.

Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, estimates from other research firms, and consumer media consumption trends.

Retail media is the second-fastest growing media channel in the US this year, after connected TV (CTV), reaching $45.15 billion ad spend this year and $106.12 billion by 2027, according to our forecast. The in-store opportunity is small but growing, reaching $240 million this year and $880 billion by 2027.

In fact, many creators have become media channels themselves. With the creator landscape constantly evolving, there are a range of ways marketers can leverage this $5.14 billion US market. Sponsored posts.

Brophy suggested hiring and shadowing Gen Zers to make sure you understand their media consumption habits. 2. Meet Gen Z consumers on TikTok鈥攁nd let them take it from there. Gen Zers are on both TikTok and Instagram: 76.2% of US 18- to-24-year olds use TikTok and 78.4% use Instagram, according to our forecasts. In contrast, 54.0% of US 25- to-34-year-olds are on TikTok, while 78.6% are on Instagram.

An increase in brick-and-mortar shopping could be good news for marketers: Our analyst Andrew Lipsman believes that physical stores are the next major media channel for brands due to their ability to reach massive audiences, particularly those that are 鈥渦nreachable鈥� by other mediums. 2. Social commerce adoption is accelerating in the US, driven by TikTok.

It鈥檚 a milestone several years in the making, as streaming music, podcasts, and digital radio apps have become a staple form of media consumption. More than two-thirds of Canada鈥檚 population will listen to digital audio this year. Over the past five years, 4.9 million new listeners began streaming audio, boosting listenership by 22.5%. Time spent with digital audio has also surpassed radio.