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TikTok Shop has rapidly emerged an important channel for some merchants: But whether those early gains are sustainable remains a question given the significant discounts that drove those results.

At NBCUniversal鈥檚 Upfront, ads and content share center stage: Return on ad spend, AI concerns, and streaming-first projects were all featured.

While the core of retail media spending is sponsored search ads, retail media networks offer a variety of ad formats, including connected TV, video, off-site display, audio, and in-store media. 鈥淸Advertisers] can use retailers to target consumers almost anywhere with any kind of digital advertising, and that is very powerful.鈥�. 3. Relationships. Growing out a new ad format can be a bit of a challenge.

Amazon鈥檚 play: Amazon鈥檚 ecommerce channel ad revenues, which are included within retail media spend, will approach $30 billion this year, accounting for 76.2% of all ecommerce channel ad spending in the US, according to our forecast.

That increases the pressure on every retailer to find ways to distinguish their programs to keep shoppers enrolled. For example, beyond access to exclusive sales, Amazon Prime offers a broad swath of perks, including fast, free shipping; a free Grubhub+ membership; Prime Video streaming service; Prime Music streaming service; and photo storage.

The sneakers are packaged in a co-branded Tiffany Blue box, making them ideal for unboxing videos like this one. Photo: Tiffany & Co. 4. MSCHF鈥檚 Global Supply Chain Telephone Bag. MSCHF is an art collective known for releasing absurd fashion pieces such as the Big Red Boots or a microscopic handbag.

The way advertisers think about TV is changing as it shifts from linear to ad-supported streaming. Here are three developments shaping TV ad measurement, streaming behaviors, and consumer targeting.

Time spent on media and consumer spending are plateauing, making one company's gain another's loss. Diving into these market dynamics, we explore innovative strategies for advertisers and retailers to win consumers in the new digital era.

Last December, TikTok user Lukas Battle posted a video proclaiming that 2024 is all about loud budgeting, which encourages consumers to open up about how they spend their money and take pride in saying no to unnecessary purchases.

As seen on TV: NBCU is experimenting with a shoppable ad format called Must Shop TV, enabling viewers to shop items featured on Peacock TV shows. The program was rolled out with the reality series 鈥淟ove Island USA,鈥� with products like cosmetics, skincare items, or beach accessories placed within the show. Viewers were directed to a website where they could shop at the end of each episode.

Buy with Prime launch could be a turning point for Shopify: The ecommerce platform raised prices and diversified its retailer appeal to protect revenues, but could still take a hit should merchants flock to its biggest rival.

More than half (52%) of US adults have either used shoppable commerce (buying a product by clicking a link directly within or next to a video) before or are interested in it, according to an Insider Intelligence survey conducted by Bizrate Insights. The majority of those who have used it, however often, identify as male (23%) and are between ages 18 to 34 (31%).

Economic uncertainty has slashed small and medium-sized business (SMB) satisfaction with their payment service providers (PSPs). This is intensifying competition between acquirers and processors, banks, fintechs, and the vendors that serve them. Providers must enhance and simplify access to cutting-edge solutions that solve key pain points鈥攐r risk losing share.

To build loyalty, brands first need to establish a foundation of trust by delivering on the basics. From there, brands can use subscription programs to ramp up purchase frequency and social media to engage with brand advocates. But to keep customers coming back, brands need to be constantly optimizing. Here鈥檚 some advice from executives at DoorDash and Taco Bell on how to build brand loyalty and what it takes to retain a loyal customer base.

Giving Ubisoft the rights to distribute games in the EU could appease UK regulators鈥� concerns, clearing the final stage in gaming鈥檚 biggest acquisition.

Advertising Week redefines representation: From diverse panels to strategic collaborations, inclusivity is both ethically and commercially prioritized.

More video: In addition to tackling speed and accuracy issues, Google is also incorporating more video into its SGE results where appropriate, such as for recipe inquiries. It鈥檚 a defensive move against people searching directly on TikTok, and it could push more users to YouTube Shorts. 鈥淚鈥檓 sure it鈥檒l keep a lot more people in the Google ecosystem by having 惫颈诲别辞,鈥� said Ray.

Overly complicated ideas don鈥檛 go viral on Reels. 鈥淏e brutal in the simplicity of your idea,鈥� Rory McClenaghan, group strategy director at Molson Coors鈥� internal agency, Volt, said at Advertising Week New York 2023. If you can鈥檛 explain the Reels idea in four frames or fewer, it鈥檚 probably too complicated.

Retail & Ecommerce Earnings Q3 2024 (蘑菇AV subscription required). Retail Trends to Watch in 2025 (蘑菇AV subscription required). Methodology: Data is from the January 2025 First Insight report titled "Recession Fears and Trade War Anxiety Fuel Price Obsession; AI is the Unexpected Bright Spot in 2025."

Retail media networks (RMNs) are expanding beyond retailers' websites and apps, pushing into connected TV (CTV) and in-store displays. As the industry matures, experts predict 2025 will be marked by significant growth in these off-site channels, with new technologies and partnerships reshaping how brands reach consumers throughout their shopping journey.

US Retail Ecommerce Returns 2024 (蘑菇AV subscription required). US Ecommerce Forecast 2024 (蘑菇AV subscription required).

TikTok pointed out the inroads it鈥檚 making in live shopping, noting that the number of TikTok Shop Live sessions hosted per month in the US nearly tripled in 2024. However, live shopping still isn鈥檛 particularly popular in the US. Only 27.9% of social shoppers said they鈥檇 seen shopping-related videos on social media, per our US Social Commerce survey. TikTok also pointed out its areas of growth.

LinkedIn doubles down on B2B video and CTV: New tools help marketers capture attention and drive full-funnel impact.