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TikTok Shop became available across the US last week. The social video platform has a lot to gain in retail and ad revenues, but it risks facing the same challenges Meta has had with social commerce on Instagram鈥攗sers' reluctance to actually complete purchases in app. But with sister app Douyin setting the blueprint for TikTok鈥檚 social commerce endeavors, the platform isn鈥檛 starting from scratch. Here鈥檚 a look at TikTok鈥檚 social commerce strategy and potential in five charts.

Programmatic advertising will account for 91.3% of US digital display ad spend this year, or a total of $157.35 billion, per our December 2023 forecast. Last week, advertisers at Programmatic I/O discussed where those ad dollars are headed and how programmatic advertising is changing. From ad spend waste to the expansion of retail media, here are three big trends discussed at the event.

Standardization in retail media (or any ad channel) refers to the ability to compare ad metrics across two platforms using compatible measurements. For example, two retail media networks (RMNs) may offer 鈥渃onversion window鈥� as a metric, but that could refer to different periods of time. 鈥淭hat disparity can create wildly different pictures of the effectiveness of the ad spending,鈥� said Willens.

US consumers shop frequently with Temu and Shein, despite trust issues: Both Chinese retailers are winning more repeat customers than established players like eBay and Etsy.

Nearly three-quarters (72%) of retail marketers worldwide plan to increase their advertising spend on social platforms, according to a November 2023 survey by TechValidate as reported by Mediaocean.

Budget retail media spend across different channels. More like this:. The latest data shows organizations are happy with retail media, but there鈥檚 room for improvement. Sizing up the retail media potential of in-store, streaming, and social media audiences. Retail media will make up one-fifth of worldwide digital ad spend this year.

Key stat: By 2028, in-store retail media spend will reach over $1 billion but will make up less than 1% of total omnichannel retail media ad spending.

The ecommerce giant鈥檚 nearly $42 billion take will amount to 13.9% of the digital ad market. That positions it to possibly overtake Meta before the end of the decade. Amazon鈥檚 OTT ad revenues are a small but increasingly important part of the story. Ad revenues from Twitch, Freevee, Prime Video, and the Fire TV platform will total $4.72 billion this year, up 84.4% from 2023.

That鈥檚 good news for DOOH, where US ad spend will increase by 11.2% to reach $3.20 billion this year, per our forecast. 38% of US marketing decision-makers will increase DOOH spend in 2024, per a study from the Interactive Advertising Bureau and Advertiser Perceptions. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

OpenAI鈥檚 GPT-4 can help retailers map the customer journey by analyzing data from across social, owned, and third-party platforms and identifying trends in real time. It can also help retailers predict future behaviors, giving insight into where they should focus their ad dollars.

Latin America鈥檚 digital economy is proving resilient despite macroeconomic headwinds. In 2023, marketers and advertisers will focus on reaching consumers across retail media, livestreaming ecommerce, and ad-supported video streaming.

That said, if advertisers are convinced that Amazon鈥檚 content slate is powerful鈥攚hich it seems to be鈥攊t鈥檚 likely that upfront commitments will help Amazon have a strong year of ad spending.

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

US political ad spend will reach $12.32 billion this year, up more than $2 billion from the last presidential election year, per our forecast. But even news organizations were emphasizing advertising beyond political ads, which can prevent brand safety risks to other advertisers for their controversial content.

Prime Video is adding inventory to the ad market responsible for all of TV鈥檚 ad spend growth. Almost all of TV鈥檚 ad spend growth will come from CTV in 2024, according to our October 2023 forecast. Amazon鈥檚 introduction of ads will only add inventory to this fast-growing channel. This was originally featured in the eMarketer Daily newsletter.

Walmart鈥檚 offline sales data footprint could substantially change the ROAS equation, while its huge store footprint and hundreds of millions of monthly shoppers could prove that the store is the next major media channel for brands. Walmart could benefit from digital or streaming video assets to fuel its advertising flywheel. This could explain Walmart鈥檚 interest in acquiring TikTok a couple years ago.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how standardization can unlock retail media spend, when we are likely to see it, and where the future of targeting is headed. Then for "Red-Hot Retail," our analysts give us some spicy predictions about the future of retail media ad buying. Join our analyst Sara Lebow as she hosts analyst Max Willens and vice president of business intelligence at Advertiser Perceptions Nicole Perrin.

Streaming has been a home run for sports-based advertising Through sports rights, new and niche content, and creative ad formats, every major streamer is attempting to grab a share of sports connected TV (CTV) ad spend.

While social claims a sizable portion of most advertisers鈥� budgets, two advertising categories鈥攔etail and CPG鈥攁re responsible for an outsized share of social ad spending in the US.

Content from CNET鈥攊ncluding product reviews and expert picks鈥攚ill show up on Best Buy channels, including its stores, website, and mobile app. Why it matters: The partnership is mutually beneficial鈥攏ot least because it gives both sides (and advertisers) access to over 50 million unique users per month.

The pandemic ecommerce boom may have come to an end, but marketplaces will continue to expand their share of US retail ecommerce. We expect US ecommerce sales to grow by $588 billion over the next five years with marketplaces accounting for nearly 40% of those gains. The channel will continue to grow in importance as more brands seek consumers wherever they are.