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If July鈥檚 ad spending data is part of a trend鈥攁nd the 15-month streak implies that it is鈥攖hen the rest of 2024 could be a prime time to invest, though flexibility will be needed if the market shifts.

This is the second installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

鈥淔or us, smartphones are a deep unlock, because you have more and more members that are digitally engaged,鈥� said Burns. 50% of Sam鈥檚 Club members are 鈥渄igitally engaged,鈥� per Burns, which means they鈥檙e on devices in some way while shopping in-stores. That figure is even higher at some other retailers. Target has stated that 75% of guests browse via its app or website while shopping in-store.

In terms of the shift in ad dollars, the meteoric rise of retail media today parallels the mobile advertising revolution over a decade ago.

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.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5. This week, the economic blackout day made an impact, ecommerce buoys beauty, and luxury spending continues.

Amazon competitors with larger brick-and-mortar footprints have a key advantage with in-store media, especially as consumers return to shopping in-person. More retailers will provide custom audience segmentation, a solution that has exploded in popularity over the past year, according to Merkle鈥檚 August 2022 survey of US retailers and brands. Prediction.

The digital advertising landscape is shifting and it鈥檚 every person for themselves in a fight to the top. Let鈥檚 get to know the players and place our bets on who will win the battle royale for ad dollars.

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.

As the retail media industry evolves, marketers are embracing new formats such as open web, social media, and streaming TV to reach customers earlier in their buying journey and increase brand recognition. To accomplish this, we鈥檒l see retailers form collaborative alliances with social media companies, streaming platforms, and publishers.

The pandemic-driven boom in impressions slowed down, prompting a dramatic pullback in ad spending that many were unprepared for. But out of the downturn, new trends and leaders are beginning to emerge. Don鈥檛 be fooled by the panic: While slower than expected, ad spending still grew in 2022, , and will continue to grow moving into 2023.

In many ways, affiliate marketing is driven by savvy shoppers: people who search for discounts, research their purchasing decisions, and buy from sites (and people) they trust. As retail ecommerce activity continues to accelerate, the ranks of those consumers are growing.

Retailers and the tech firms powering some of their RMNs are racing to give ad buyers access to more off-site inventory in formats ranging from CTV to digital out-of-home to in-store. But on-site has plenty of headroom left, as this new data from our forecast shows.