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And I think this is because we know that shopping has become more social, and as retailers are really looking to drive that incremental growth, creators really are emerging as an important source of creative and a connection to new shoppers that are discovering and buying products in different ways. I would say it's really a win-win for influencer marketing and for retail media.

The trend: Retail media networks (RMNs) are rushing to enhance their offerings amid stiffer competition for ad dollars and rising demand from advertisers for transparency and accountability. Best Buy Ads鈥� new Social+ feature allows advertisers to target the retailer鈥檚 customers on social platforms, starting with Facebook and Instagram.

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.

Ad spend is normalizing after 26.0% growth in 2021. Growth will rebound a bit in 2024 as inflation, interest rates, and overall macroeconomic uncertainty cools in the US. 鈥淸Ad spend] is not going to go back to the glory days of two years ago or really even over the past 10 years,鈥� said Cramer-Flood.

Retail media will stay ahead of connected TV (CTV) in US ad spending and close in on traditional TV this year, according to our forecast. Search overall, including paid search on retail media networks, will reach $108.48 billion in 2023.

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.

automotive-related categories including the sale and purchase of vehicles and parts and maintenance including, but not limited to, the following categories and segments: new cars, used cars, service, parts, original equipment manufacturers (OEMs), dealer associations, franchise dealers, co-ops, independent dealers, aftermarket service, aftermarket parts, auto financing (depending on the source of the ad

We forecast retail media network off-site ad spend in the US will grow 61.5% this year, reaching $10.64 billion. That figure will grow another 27.1% next year, hitting $13.52 billion, as brands and retailers look to meet consumers wherever they are.

Spend from current retail media network (RMN) advertisers is showing signs of cooling, forcing RMNs to look to non-endemic advertisers outside their existing ad networks for new ad dollars.

US buyers鈥� most valuable metric when assessing campaign performance on retail media networks isn鈥檛 return on ad spend (ROAS) or ROI. It鈥檚 incrementality, according to May 2022 data from Criteo.

Walmart lags behind Amazon in total ecommerce sales, retail media ad dollars, and retail subscriptions. But there may be ways for it to minimize the gap in certain areas, namely search and AI capabilities.

Retail media will make up one-fifth of worldwide digital ad spend this year. 5 recent charts forecasting how ad spend is changing, from retail media to programmatic. Antitrust Explainer (蘑菇AV subscription required).

Q1 has been a mixed bag for marketers. Ad spend grew in January and February, hitting double digits for the first time since March 2022. But many tech and retail companies were hit with layoffs as companies tightened ad spend. IBM, TikTok, and Google all slashed their marketing and advertising teams. On earnings calls, Nike鈥檚 finance chief said the company is planning for a 鈥渟ubdued macro outlook鈥� and Paramount mentioned 鈥渟oftness in the global advertising market.鈥�

So far this year, there鈥檚 been Google versus Microsoft and TikTok versus 鈥� well, everyone. But another battle is emerging as Amazon and Apple go head to head for ad dollars, streaming viewers, and the health vertical.

As Chinese ecommerce players make further inroads in Latin America, local companies are finding new ways to innovate and keep pace with consumers鈥� fast-evolving shopping habits. Several have already done so, but others will need to keep up. Mercado Libre launched its 鈥淐lips鈥� functionality this past summer to compete directly with TikTok鈥檚 ecommerce ambitions in Latin America.

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.

Big Tech is responsible for some of the most popular online destinations among consumers. Amazon, Apple, Meta, Microsoft, and Alphabet-owned Google will attract almost two-thirds of US digital ad dollars in 2024, according to our forecast.

CTV is filling gaps in declining linear TV ad spend. A majority of US CTV households use smart TVs. Advertisers struggle to align ad dollars with the scale of CTV. TV and CTV complement each other for maximum reach. More Chart of the Day:. 7/21 - Threads count. 7/20 - Snapchat leads in global user growth. 7/19 - Social B2Butterfly. 7/18 - Top 10 countries on Threads. 7/17 - $600 billion ad question.

滨苍蝉迟补肠补谤迟鈥檚 ad growth slowed in Q4: That could create problems for the company as it relies more heavily on ads to offset softening grocery delivery demand.

The cost of advertising on Amazon spiked in 2023: Our industry KPIs show that while CPCs are rising, healthy consumer demand is stabilizing return on ad spend.

In 2025, retailers must prioritize data-driven measurement, seamless online-to-store experiences, and programmatic out-of-home (OOH) advertising. Seeking heightened measurement has nearly half of marketers emphasizing attribution, making actionable insights crucial. Meanwhile, bridging digital and physical shopping and leveraging real-time OOH campaigns can help retailers stay competitive. Here are three areas retailers should prioritize in 2025, according to industry experts.

From the rise of foldable smartphones, the shift in ad spend from browsers to apps, and the growth of shoppable media, these predictions from our analysts reveal how evolving consumer behavior will impact the mobile market.

More Chart of the Day:. 6/7 - Social鈥檚 slow show. 6/6 - App-y shopping. 6/5 - In AI we trust? 6/2 - Commercial break-through. 6/1 - One fad Apple.

Microsoft is picking up ad spend by improving search, social, and video features, as well as improving ad targeting and measurement. The company is also inserting itself into the rapidly growing retail media market. In the last few weeks, Microsoft has announced a slew of updates that will help it expand its business.