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As consumers look for quick and convenient ways to shop, the number of click-and-collect buyers in the US will rise to 150.9 million in 2024, representing 53.1% of the population, per our December 2022 forecast.

Some dedicated digital buyers are going 鈥渙nline-only鈥� for consumer packaged goods (CPG) products, which will boost online category growth but could come at the cost of in-store sales. Perishables are driving the most frequent purchases. If retailers and delivery services can convince shoppers to buy perishables, they are more likely to convert infrequent digital grocery buyers into heavy users.

This reflects the expanding ad inventory available in physical stores.

Albertsons adds non-endemic ads: Retail media expands its ambitions as the category matures.

That鈥檚 over $34 billion more than the next biggest spender, consumer packaged goods, which has a 15.0% share of the digital ad market. And retail鈥檚 share continues to grow, for now鈥攊t will peak at 28.6% next year before contracting slightly to 28.3% in 2025. Retail鈥檚 surge in digital ad spending follows the ecommerce boom.

Instacart鈥檚 US retail media ad revenues will hit $1.01 billion this year, up 16.1% from $0.87 billion in 2023. PubMatic announced a collaboration with Instacart earlier this month, which will leverage the platform鈥檚 first-party data for programmatic ads. Klarna: The buy now, pay later company expanded its Ads Manager to the UK and Sweden, but Klarna has been fairly quiet on the retail media front.

Develop advertising strategies that prioritize digital. Evaluate shifting purchasing behavior in beauty. More like this:. 5 charts showing D2C鈥檚 shift toward established brands. What marketers should know about why Gen Z shops. Consumers continue to splurge on beauty products. How beauty brands can use TikTok to reach Gen Z, BIPOC, and more consumers.

Commerce media networks are expanding beyond retail into new verticals like travel and financial services, creating opportunities for targeted advertising using first-party purchase data. The key to growth will be achieving a delicate balance, and engaging鈥攔ather than alienating鈥攃onsumers.

US beauty demand is normalizing as price sensitivities creep into purchasing behavior: That鈥檚 good news for e.l.f. Beauty but an added struggle for Coty and Est茅e Lauder, for which China remains a hurdle.

China鈥檚 digital ad sector grows 12.1% in 2024: Economic slowdown shifts ad dominance to platforms like Tencent and Pinduoduo.

More Chart of the Day:. 7/10 - Prime expectations. 7/7 - Gen Z鈥檚 mind over matter. 7/6 - Beauty on a budget. 7/5 - Making ad-justments. 7/3 - Summer inflation. Methodology: Data is from the June 2023 Jungle Scout "Consumer Trends Report: Q2 2023." 1,000 US adults ages 18+ were surveyed online during May 8-9, 2023.

The success of online grocery will also boost retail media ad revenues as brands leverage grocers鈥� massive amounts of first-party data to better target consumers at the point of purchase. 2. Health and personal care will become a major ecommerce driver.

This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends. To help you finish 2024 strong, and start 2025 off on the right foot, articles like this one鈥攄elivering the latest news and insights鈥攁re completely free through January 31, 2025.

Hershey sees LesserEvil as the greater good in healthier snacking: The consumer packaged goods giant is buying the snack brand as part of its push to diversify its offerings.

Nike鈥檚 Olympics efforts kicked off in April, with the brand launching new products, hosting in-person events with athletes like Jordan Chiles and Sha鈥機arri Richardson, and debuting a controversial ad campaign.

The nonalcoholic beverage market has burst open, with brands from Heineken (which drew attention with its 0.0 Super Bowl ad) to micro not-quite-distilleries getting in on the profits. Uncorked: The market for nonalcoholic beverages across all categories grew 25% to $1.2 billion in 2022, according to IWSR Drinks Market Analysis data cited by The Wall Street Journal.

Kroger Precision Marketing, Kroger鈥檚 retail media network, has partnered with Yahoo Advertising to enable advertisers using Yahoo鈥檚 DSP to leverage Kroger鈥檚 first-party data to reach a more targeted audience.

Building a successful ad campaign in 5 charts. Is the celebrity beauty brand boom bust? In case you missed it: Card knock life.

Target had a rough Q3: The retailer is struggling to adjust to the macroeconomic environment, and its challenges aren鈥檛 going to get easier anytime soon.

Healthcare and pharma marketers will continue to devote more of their ad spending budgets to digital media channels. Still, advertising strategies for traditional media will remain a priority, particularly compared with other industries.

Unilever is unhappy with turnaround progress: The CPG company abruptly replaced CEO Hein Schumacher as it pushes for a faster recovery.

Data sharing/the lack of data is the No. 1 challenge in working with retail media networks according to nearly a quarter (24%) of consumer packaged goods professionals in North America, according to another survey from the Path to Purchase Institute from October 2023.

This week, small businesses express concerns about President Trump鈥檚 policies, private label brands gain traction, and Gen Z embraces AI for shopping. Meanwhile, TikTok music influences purchases, and excessive advertising drives cart abandonment.

Brands that accurately portray women in advertising saw 10x lifts in sales, per ANA. Women spent $8.5 billion more on out-of-pocket prescription costs than men last year, per a March 2025 GoodRx analysis. Our take: Pharma and healthcare marketers need to more effectively reach women.

JPMorgan Chase launched its Chase Media Solutions ad unit earlier this month. The venture looks a lot like a retail media network (RMN), with one important distinction鈥擟hase is not a retailer. But because it鈥檚 monetizing purchase data, Chase Media Solutions operates a lot like an RMN.