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Alternatively, if a shopper comes to your website but doesn鈥檛 purchase, re-target them with a social media ad. An integrated, cross-channel approach allows you to reinforce your message and keep your brand top-of-mind鈥攚ithout being intrusive.

Putting ad budgets behind high-performing organic content optimized for search can help reach target audiences, especially younger consumers, where they鈥檙e most receptive. Don鈥檛 focus solely on one platform. Explore social search opportunities across social apps to see where results are most impactful. This will also help mitigate disruption if a TikTok ban ever materializes. Keep your eye on Meta AI.

Using AI to adjust an ad or a campaign to target specific audiences, or even individuals, is one aspect that might deliver a strong ROI. Sixty-eight percent of US internet users think ads with local messaging are more relevant, according to a study from The Harris Poll and Locality.

So Google isn't the only target. You've got the FTC looking to break up Meta's business, forcing it to separate from Instagram and WhatsApp, potentially the FTC accusing Amazon of creating a illegal monopoly in online shopping, Apple facing a justice department antitrust case over allegation it prevents outside software to integrate with its devices locking folks into its ecosystem.

In March 2024, the government鈥檚 annual policy meeting, dubbed 鈥淭wo Sessions,鈥� announced an ambitious GDP growth target of about 5% and policies supporting fundamental changes to China鈥檚 economic makeup鈥攊ncluding a pivot to high tech as a growth driver. But notably missing from the announcement was a robust consumer spending stimulus. Consumers in China are feeling the pinch.

Several Thanksgiving weekend NFL games also gave Amazon in-demand, high-viewership ad inventory with the ability to target consumers more directly than on linear TV. Amazon announced it sold out its Black Friday NFL ad inventory, securing deals with brands like Microsoft, Uber, and Ralph Lauren鈥攂ut has not said how many of those deals included shoppable ads.

Inflation is also starting to inch toward the government鈥檚 3% target. This has fueled a recovery in real wages, increased consumers鈥� purchasing power, and fostered a renewed sense of optimism about the state of the economy. The country鈥檚 economic recovery will trigger a rebound in online sales growth.

Probably not to target the US consumers. It's great for targeting Chinese consumers. Sara Lebow (14:22):. Right. Sky Canaves (14:22):. Because it is a leading lifestyle platform there, but I think where the social users and buyers end up will ultimately surprise us. Sara Lebow (14:31):. Yeah.

Online merchants now top all other channels, just barely surpassing mass-market retailers such as Walmart and Target among other brick-and-mortar options. Mass retailers and drugstores lost the most market share among all channels for health and wellness products between 2020 and 2024.

Our interview outreach strategy for our reports is to target specific companies and roles within those companies in order to get a cross-section of businesses across sectors, size, and legacy. We also look to interview sources from diverse backgrounds in order to reflect a mix of experiences and perspectives that help strengthen our analysis.

The study suggests that, at a minimum, brands are rethinking their relationships with their agencies as genAI and other technologies allow them to more easily create, target, optimize, and measure campaigns. These are functions they鈥檝e historically relied on agencies for. AI.

Made bold marketing choices, such as switching up its color palette and look to appeal to a younger target audience. Built up its presence on Reddit and YouTube, which are two of the most popular sites young consumers use to research banking products. Changed its language and messaging to a more youthful and playful tone.

Increased AI regulation could be a way to target these companies. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Streaming providers like NBCUniversal are planning to spin off linear TV assets into separate companies and have expressed interest in acquisitions, which could target pay TV providers. Linear TV鈥檚 market share may be doomed to decline, but it鈥檚 not game over yet. US traditional TV ad spending will total $59 billion this year, falling to $45.32 billion by 2028, per our forecast.

While government stimulus measures aim to hit the 5% growth target, they mask deeper structural issues that signal more sluggishness. A tale of two models: Stark differences among China's tech giants show the economy鈥檚 problems and promise. Traditional ecommerce leaders are losing steam, with Alibaba and JD.com seeing ad revenue growth of just 5% and 2.7%, respectively.

It's pretty fundamental, I would say traditional merchandising is you say, "Hey, I really care about this retailer," Target or Walmart or whomever. (21:06):. And then you invest some money in a program with a merchandising company and they say, "Great, thank you very much. Here's our schedule and we're going to cover this store on Monday, and then we're going to go to this store on Tuesday."

Digital OOH ascendant: The ability to cycle through inventory and more accurately target consumers has helped digital billboards capture larger shares of ad spending as the sector recovers following the pandemic. The line between digital OOH spending and connected TVs is blurring, as both count on data insights and screen-based content.

Banks must evaluate whether their target audiences remain active on X or have joined the exodus to competing platforms. They must also consider the risk of alienating younger, socially conscious consumers who choose brands that align with their values. Financial institutions that want to reach former X users should join Threads and Bluesky now to understand what content resonates with their users.

So given that, I think it makes sense for Unilever to really go after those audiences and target them where they are. Sara Lebow:. What I'm curious about here is if they're going to be using influencers mainly for cosmetics, beauty, health products or if they're also going to be using them to market things like food and other sort of grocery CPG? Sky Canaves:. I think they need them for everything.

Companies will increasingly seek middle ground between inclusion goals and stakeholder pressures, potentially creating new frameworks for workplace diversity that emphasize broader concepts of belonging over specific demographic targets.

Our interview outreach strategy for our reports is to target specific companies and roles within those companies in order to get a cross-section of businesses across sectors, size, and legacy. We also look to interview sources from diverse backgrounds in order to reflect a mix of experiences and perspectives that help strengthen our analysis.

Streaming providers like NBCUniversal are planning to spin off linear TV assets into separate companies and have expressed interest in acquisitions, which could target pay TV providers. Linear TV鈥檚 market share may be doomed to decline, but it鈥檚 not game over yet. US traditional TV ad spending will total $59 billion this year, falling to $45.32 billion by 2028, per our forecast.

This could indicate a failure to target this demographic for products and educational resources. Plus, this generation feels the stress of being behind on their financial goals鈥攚hile also shouldering the financial burden of supporting both their parents and children.

Some retailers, such as Target, are just getting their affiliate programs off the ground, while others are further along. Walmart, for example, convened a creator upfront in October. Predictions. Creators will move into the RMN spotlight. As they seek to burnish their incrementality tool kits, retailers will focus on creators for upper-funnel activation.

The Fed鈥檚 favorite inflation gauge is just about at target. The personal consumption expenditures price index (PCE) increased 1.5% in Q3, below the Fed鈥檚 2% target and a sharp slowdown from 2.5% growth in Q2. Core PCE, which excludes volatile food and energy prices to provide a more reliable indicator of inflation, was up 2.2% in Q3, down from 2.8% in Q2. Consumer confidence is rising.