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Try retail media networks (RMNs)鈥攁nd experiment with targeted product sampling. Leading RMNs like Amazon, Walmart, Instacart, and The Kroger Co. are great for advertising programs targeted to category buyers who are most receptive to new brands. The smartest programs will deploy full-funnel marketing campaigns with product sampling as the last, best marketing touchpoint.

Platform trends: Social platforms want to ride retail media鈥檚 coattails. After years of trying to copy or innovate their way into rival channels鈥� budgets, social platforms are busy striking deals with retail media networks (RMNs) to capitalize on growing advertiser interest. Extending onto social platforms has become a top priority for RMN advertisers.

Retail media ad spending is one factor driving walled gardens鈥� declining share. Starting in 2024, retail media will be the fastest-growing ad channel we track, and it is still made up predominantly of search ads. As this happens, smaller walled gardens will partner with their behemoth counterparts to prop up their ad businesses.

But of late, more robust competition has emerged from local players like Loblaw Media. Retail media networks are eating into the duopoly鈥檚 share. Both sponsored search and display ads on retail sites like amazon.ca and walmart.ca are capturing increased spend from advertisers targeting online shoppers.

For a few years we have been talking about fragmentation in the media landscape, in the video space, in all of the streaming services. And was that going to be consolidated? Now that conversation has moved over to retail media and the number of retail media networks that are out there in the market and the fragmentation. I think that conversation continues, but it moves from one place to another.

And options are increasing on AVOD, FAST, and short-video channels; e.g., retail media networks are partnering with CTV operators to gain a foothold. Dive into games. They鈥檙e another area where the gap between time spent and brand ad spending is large.

Consider building retail media capabilities to monetize data. Retail media networks (RMNs) could generate a profit margin of 70% to 90%, per Boston Consulting Group. RMNs can help retailers overcome one of the biggest challenges for loyalty programs: maintaining margins while still offering attractive discounts.

In the meantime, agencies and ad tech vendors are busy launching tools and solutions to help advertisers navigate the headache of executing and optimizing strategies across retail media platforms. Here are some considerations shaping where retail media measurement goes next:. Incrementality is essential for lower-funnel media.

Social search is growing, fueled by consumer behavior and AI鈥攁nd so are the search ad opportunities on TikTok, Instagram, Snapchat, and others. But search on social media isn鈥檛 the same as traditional search. Here鈥檚 what advertisers should know.

Retail media is the next frontier. Retailers like Walmart, Target, and The Kroger Co. and commerce intermediaries like Uber are building robust in-store and place-based ad networks powered by first-party consumer data and proximity to purchase. Almost half (46%) of buyers surveyed by the IAB in November 2022 were already running in-store DOOH ads, with about another third (31%) considering them.

This year, retail media will account for just over a quarter (26.9%) of the search ad market. But by 2027, well over a third (38.8%) of search ad dollars will be spent on retailer and retailer-affiliated properties. Why is retail media search growing so much faster? Amazon is still the center of gravity in retail media with an 80.7% share of retail media search ad spending.

As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what鈥檚 changed since last year and which networks support which Nielsen alternatives.

No other market in the world comes close to China when it comes to ecommerce. Its highly competitive digital market has spurred retail innovations that are making their way around the world.

With no shortage of spending options, advertisers weighing whether to invest in TMNs will be considering what travel companies can do better or at a better value than comparable channels. First-party data, captive audiences, and a diverse array of ad inventory are some components of the travel media value proposition.

Gopuff enhances retail media capabilities to help advertisers reach Gen Z, millennial audiences: The retailer hopes the moves will differentiate it in a crowded market.

Vox Media Insights and Research.

On today's podcast episode, we discuss how retail media is meeting the demand for full funnel campaigns, what folks are building to help with measurement, and how in-store audio can upgrade the experience. "In Other News," we talk about whether there is enough money to go around in retail media and why performance marketers are shifting their priorities to brand building. Tune in to the discussion with our analyst Sarah Marzano and Ryan Mayward, SVP of retail sales at Walmart Connect.

Go further: Read our Commerce Media Explainer 2024.

When Chase Media Network launched last month, it revealed the potential for more payments and financial service companies to get in on the commerce media game, leveraging consumer payments data to sell ads. One unexpected out-of-home implementation could be ATMs, said Stuart Mackinnon, COO of NCR Atleos, on our 鈥淏ehind the Numbers: The Baking & Payments Show鈥� podcast.