蘑菇AV

Like Best Buy, Target, and virtually every other retailer at this point, Ulta sees its forthcoming marketplace as an opportunity to expand its assortment without having to bulk up inventory鈥攁s well as a chance to beef up ad revenues for its retail media network. It plans to improve the guest experience with deeper personalization, enhancements to its app and website, and better stores.

Video and retail media networks (RMNs) will drive programmatic ad spending growth this year. Programmatic ad spend will increase by 15.2% in 2024 to reach $156.82 billion, 75% of which will go to direct channels. Programmatic video ad spending will grow even quicker at 21.2% YoY in 2024 and will continue to grow at a CAGR of 14.3% over the next two years.

Walmart expanded its retail media offering to linear TV (using QR codes) through its partnership with NBCUniversal. The retail giant also completed its acquisition of Vizio, paving the way for a much larger CTV ad offering that could include shoppable ads. Instacart launched shoppable ad formats on YouTube and Roku, expanding its off-site advertising offerings.

B2B鈥檚 share of the digital ad market is growing more slowly than its share of total media, but the trajectory is still modestly upward. Social networks and emerging channels such as retail media, connected TV, and digital audio will drive B2B鈥檚 digital marketing push. B2B digital ad spending is concentrated in the US and China, but China鈥檚 share is ticking down.

In turn, retailers are using these platforms to unlock valuable customer data that can be used to power retail media networks for both in-store and online advertising. But consumers have mixed opinions about the various digital tools aimed at helping them discover, shop, and purchase grocery products. Here are five charts on the current state of consumer attitudes toward grocery technology.

Publicis wins Coca-Cola鈥檚 US media business: WPP loses the $785 million account as Coca-Cola separates creative and media.

Retail media and ecommerce. Retail media is the fastest-growing ad category we track, and it is expected to remain that way through at least 2028. This year, we expect US retail media ad spending to grow by 26% YoY to $54.48 billion. It will continue growing at annual rates above 20% through 2028, when it will top $128 billion. Most holding companies have agencies devoted to this channel.

And for anyone in our audience who doesn't live and breathe retail media, I'll note that these two powerhouses make up more than 80% of all spending on retail media. (12:06):. So if we read between the lines, the softening of growth sort of signals the upper limit of on-site ad monetization where the majority of retail media ad revenue still comes from.

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.

Retail media networks linking store-level inventory data with consumer profiles for real-time ad adjustments. Publicis is deploying AI models within client-owned data environments to assist with privacy compliance. It is also developing a probabilistic data workbench, increasing transparency in AI-driven projections.

Travel companies leveraging first-party data to power proprietary ad networks are establishing a presence in the commerce media landscape. Advertisers can enhance their digital strategies by incorporating travel into the commerce media mix.

A large portion of the remainder of search ad revenues will go to retail media networks, primarily Amazon鈥檚. By media: Social network mobile advertising will grow quickly thanks to the rapid growth of video ads. In our limited tariff scenario, social media mobile ad spending will reach $98.45 billion in 2025, a 12.9% YoY increase.

Smaller retail media networks (RMNs) vie for limited spend. Amazon and Walmart account for 84.2% of US retail media ad dollars, per our November 2024 forecast, leaving other RMNs competing for a small slice.