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Amazon Prime is deeply entrenched in the US, with 75% of households as members. Despite this saturation, Amazon sees growth opportunities in international markets and among underpenetrated US demographics: rural, younger, and lower-income consumers. These groups show untapped potential, said Jamil Ghani, Amazon Prime鈥檚 worldwide VP. Prime fuels Amazon鈥檚 ecosystem鈥攎embers spend more by using benefits like streaming, pharmacy, Grubhub+, and free shipping. In contrast, nonmembers often spend less over time. By expanding perks and appealing to new segments, Amazon uses Prime to drive loyalty, customer lifetime value, and resilience against macroeconomic shifts.

This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends. To help you finish 2024 strong, and start 2025 off on the right foot, articles like this one鈥攄elivering the latest news and insights鈥攁re completely free through January 31, 2025.

Ad effectiveness can be hit or miss. Key stat: Over half (55%) of US mobile shoppers say that clutter on a page surrounding an ad affects their ability to pay attention to an ad in a mobile app, according to a June 2023 survey from Integral Ad Science. Other factors that can inhibit consumers鈥� ability to pay attention to ads include the ad鈥檚 duration and the time it takes to load.

Agentic AI gains momentum: As Amazon, Walmart, eBay and others experiment with AI agents, retailers need to to figure out how to market to bots in addition to humans.

Still, reversing programs to appeal to these consumers is a risky decision, considering 77% of respondents to a survey from the Association of National Advertisers' Alliance for Inclusive and Multicultural Marketing (ANA AIMM) are willing to abandon brands that reverse their support for diversity. This was originally featured in the Retail Daily newsletter.

Chewy reaps the rewards as pet spending shifts online: Meanwhile, Petco is hoping a partnership with Uber Eats and a new direction under CEO Joel Anderson will help narrow the gap.

Instacart makes long-term bets on retail media: We expect the company鈥檚 advertising business to grow 16.1% this year and to continue expanding as it diversifies its offerings.

Marketers can further their emphasis on value through ad messaging. 2. Temu shoppers are likely to live in rural areas. Key stat: Temu has the lowest rate of shoppers in urban areas (called an urbanness score in the report) compared with other apparel and accessories retailers.

Super Bowl 2024 ads leverage celebrity allure and nostalgia, balancing entertainment with subtle political commentary: The messaging was a reflection of advertising's evolution.

Nearly 96% of advertisers worldwide will include attention-based metrics in at least some of their media buys this year, according to May data from DoubleVerify.

So Loblaw Media has developed a range of opportunities for CPG brands in particular to access that loyalty program through their retail media network.

To reinvigorate its retail media capabilities, it also debuted a self-service ad partnership with The Trade Desk. 7. Lidl. Since launching in the US in 2017, grocer Lidl has struggled with brand confusion with fellow discount European grocer Aldi. A new marketing campaign is reintroducing the brand to US customers.

Expanding audience reach requires targeting the correct consumers. While true one-to-one advertising is still a dream, similar outcomes can be achieved by reaching the right audiences through affiliate marketing, paid social, and buy now, pay later (BNPL). 鈥淭his whole trend around personalization really applies to audiences as well,鈥� David Gill, vice president of consumer insights at Rakuten Advertising, said during our recent 鈥淢aster the Holidays with Winning Performance Marketing Strategies鈥� Tech-Talk Webinar. Data from affiliate marketing and social platforms can be used to identify which kinds of consumers brands should be reaching out to in order to expand their customer base.

"I think he's talked quite a bit about tapping into culture and different cultural figures, so the collaborations, and the buzzy limited editions and all of that, working with celebrities, and the cool ad campaigns and marketing campaigns that tap into nostalgia but also appeal to Gen Z are really part of that.". Other nominees in this category were Victoria's Secret, Target, and Nuuly.

Because users are already on Pinterest looking for recommendations, they鈥檙e more likely to pay attention to and click on ads. Pinterest has more than doubled the number of clicks sent to advertisers year-on-year. 鈥淯sers don鈥檛 like ads when it disrupts a show or video,鈥� said Ready.

Advertising Week New York kicks off next week. Last year, speakers discussed everything from Web3 to connected TV (CTV) to social media. This year, we鈥檒l be watching for updates related to retail media, AI, and social media鈥檚 era of transformation.

US digital media consumption and consumer spending growth are at a standstill. 鈥淚t's just getting really competitive to reach today's consumers,鈥� our analyst Jeremy Goldman said on an episode of the 鈥淏ehind the Numbers: Daily鈥� podcast. Here鈥檚 what advertisers need to know about the latest trends in digital, including fierce competition for ad dollars to ecommerce having room to grow.

This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends. To help you finish 2024 strong, and start 2025 off on the right foot, articles like this one鈥攄elivering the latest news and insights鈥攁re completely free through January 31, 2025.

So L'Oreal and Benefit Cosmetics are among the beauty brands selling on TikTok Shop directly, and we've seen some others like Boots, Unicorn Cosmetics, and Glow Hub using their shopping ads and shoppable media. Sara Lebow:.

The ads used a made-up language and futuristic graphics to reach aliens and curious humans alike. Why it works: MoonPie used these ads to capitalize on the cultural event of the ongoing congressional extraterrestrial hearings. The brand also kept the ads weird and unexplained, leading viewers to dig deeper to understand the content.

Generative AI helps brands distill consumer insights to create personalized products while AR virtual try-on solutions give customers the ability to try before buying. Beauty brands like Ulta Beauty and Sephora are finding ways to draw consumers into their apps with exclusive content or services.

Our Social Search Trends 2024 report recommends advertisers use a mix of social and traditional search marketing strategies to more effectively reach consumers. Small businesses in particular are seeing strong results from advertising on TikTok. Nearly one-quarter (22%) of small business owners said that TikTok content (particularly video tutorials) outperformed traditional search results.

US grocery store displays averaged 80.3 per store in 2023, a decline 10.2 from 2018, according to Q3 2023 data from Circana.