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While any budgets spent on this offering would fall under our social network ad spending forecast, the fact remains that TikTok can now be a viable place for search marketers to consider placing some of their budgets. The new feature could ramp up competition against Google, in particular, which accounts for $57.49 billion of that US search ad spending pie.

That the company would consider allowing other brands to capitalize on its own competitive advantage shows how pressured the retailer is by Temu鈥檚 well-funded rise and Amazon鈥檚 maneuverings to maintain its ecommerce dominance. A supply chain offering could go a long way toward improving Shein鈥檚 margins, which were just 3.5% in 2022鈥攏early three times lower than Inditex鈥檚 in the same period.

Prime Video's ad tier launches amidst skepticism: Amazon's strategic incentives aim to reshape streaming advertising despite market challenges.

TikTok launches Creative Challenge: It鈥檚 a potential win-win for creators and brands seeking innovative advertising content.

As Reels tries to catch up with TikTok, the ByteDance subsidiary isn鈥檛 resting on its laurels, releasing an AI script generator to garner incremental ad spend. The big takeaway: With its enhancements to Reels ads, Meta is trying to lead the charge in providing innovative ad solutions that engage viewers while broadening options for advertisers.

There are few other events that bring together as many of the world鈥檚 top CMOs as Cannes Lions, providing ample opportunity for tech, social, and ecommerce firms to mingle with and pitch their growing (or struggling) ad businesses to the C-Suite. Amazon arrived at Cannes in full force in 2022, and this year will be no different.

Google experiments with chat ads: The tech giant plans to embed its Search and Shopping ads into the AI-powered SGE conversational mode.

With data focused on maximizing cross-channel performance, two key insights were uncovered:. Roku TV streaming ads drive people to click ads to learn more. Exposure to both retail TV streaming and Audience Ads, regardless of order, drove significant lifts: 6% in searches and 11% in clicks on the search engine results page, respectively.

Organic growth in digital, shifts from other digital channels, and shifts from traditional spending (especially TV) will fuel the 鈥渘et new鈥� spending. The migration of ad dollars from linear TV to retail media is happening mostly because some of the biggest retail media networks are muscling into the CTV space.

Cosmetics and beauty make up a nearly $100 billion industry in the US, and next year more than one-fifth of those sales will come from ecommerce, according to our forecasts. In order to win over beauty shoppers, and Gen Z ones in particular, brands need to pay close attention to where their digital ad dollars go. Here are five charts to help you out.

As AI advances, a new era of creativity has unfolded for beauty brands. By infusing AI into their online strategies, beauty brands have an opportunity to drive a stronger return on ad spend and reach consumers in ways never before possible.

Retail media platforms like Amazon offer many of the same benefits that social platforms do, including a large and engaged audience, targeted advertising, and ecommerce integrations. A burgeoning list of companies are throwing their hats in the ring in the US, Europe, and Latin America; the threat of retail media to the social platforms鈥� future ad revenue growth cannot be ignored.

Walmart鈥檚 fledgling retail media business made big gains in Q4: Ad spending on the platform rose 31% YoY thanks in part to the ads鈥� growing effectiveness.

The ad downturn isn鈥檛 bad news for everyone: Smaller brands are getting extra visibility from ad spend now that big advertisers are pulling back.

Targeting SMBs who might be betting more on channels like Meta could help Snapchat get the boost it needs in the battle for digital ad dollars. Our take: Snap needs to prove its long-term value to advertisers compared to platforms with bigger audiences by highlighting its competitive advantage. Snapchat should emphasize its leadership in augmented reality.

ROAS is a widely used metric for advertisers to understand the effectiveness of their campaigns, and newly added data to Industry KPIs shows YoY changes in ROAS by industry. We recently added several important metric benchmarks to Industry KPIs, including cost per click (CPC) and ecommerce ad spend.

For several years in a row, the four largest US P&C insurers have cut ad spending, leading to a steady decline in TV ad impressions.

Note: Examples of websites or apps primarily engaged in retail ecommerce include Amazon, Walmart, and eBay; examples of retail media networks include Amazon's DSP and Etsy's Offsite Ads.

If you haven鈥檛 explored this ad channel yet, now is the time. 2. CTV still has room to grow. When it comes to CTV, the share of time spent among viewers exceeds the share of ad revenues across most platforms, per our forecast. CTV still has ad potential as advertisers catch up to usage habits. CTV ad spend will grow as the ad businesses for Netflix and Disney+ mature.

Amazon will pull in over 80% of US retail media search dollars this year, per our forecast. But Walmart will continue growing its share of non-Amazon retail media search ad spending over the next two years.

Target looks to its online marketplace to drive growth: The retailer鈥檚 new partnership with Shopify could expand its selection online and in stores, while also boosting its retail media business.

Traditional search鈥攚hich excludes retail media search鈥攚ill claim the biggest share of US ad dollars this year, amounting to $90.73 billion, according to our March 2024 forecast.

Why it matters: Instacart鈥檚 retail media growth relies on its ability to help advertisers reach shoppers on other channels, particularly those鈥攍ike YouTube鈥攖hat are important avenues for product research and discovery.

D2C brands should apply the same principles they used to rock ecommerce to their brick-and-mortars by creating engaging, aesthetically pleasing spaces that leverage technology to make shopping more experiential and seamless. By bringing a digitally native mindset to in-store experiences, D2C brands can bridge the gap between physical and digital in a way that other retailers have struggled to do.

Creator platform LTK looks to boost engagement: CEO says she has 鈥渮ero doubt鈥� that Instagram will shut down the new shopping functionality, LTK DM.