蘑菇AV

Case in point: Disney and Walmart Connect's partnership, announced in May, allows brands to target ads on Disney+ and Hulu using Walmart鈥檚 shopper data, marking Disney's first use of retail data for ad sales.

With the ascent of Chinese ecommerce disruptors and the ongoing rivalry between Amazon and Walmart, the upcoming holiday season is expected to bring some big shifts. Some of those shifts include the lessening of Cyber Five鈥檚 importance and retailers losing focus on profitability, said our analysts Jeremy Goldman and Zak Stambor on a recent episode of the 鈥淏ehind the Numbers鈥� podcast.

In the US, this figure balloons to a staggering $189 billion in wasted media spend. Technology vs. creativity: While AI and data analytics help brands optimize spending and personalize content, they aren't solving the core problem. Marketers have more data than ever but struggle to convert it into breakthrough insights.

Analysis: Amazon is a big player, but it doesn鈥檛 dominate retail media the same way it does ecommerce because so much of retail media spend comes from CPG. Amazon isn鈥檛 the biggest player in grocery ecommerce鈥攖hat鈥檚 Walmart. Amazon and Walmart Connect are the top two US retail media networks, followed by Target, Kroger, and Instacart.

The other side of audio is in-store ads that play over the store loudspeakers as consumers shop. US in-store retail media ad spend will total $370 million in 2024, but that number will grow by 46.5% next year, per our forecast. 83.7% of US retail sales still take place in physical stores, making the spaces ripe for retail media ad opportunities.

Among major streaming services, Netflix鈥檚 time spent share exceeds ad revenues the most, indicating it has the most room to expand.

The Save Mart Companies also recently expanded its partnership with Instacart, implementing Instacart鈥檚 Storefront Pro platform (which features ecommerce and ad capabilities) and bringing Instacart鈥檚 smart Caper Carts in-store. Why we care: Amazon dominates the retail media channel, capturing 77.0% of US retail media ad spend this year, per our forecast.

Nearly 1 in 5 retail media ad dollars will be spent off-site this year. Off-site retail media ad spend will continue to grow more than 27% YoY through the end of our forecast period in 2028. By 2028, off-site US retail media ad spend will have almost tripled, hitting $28.05 billion. Watch the full webinar. This was originally featured in the Retail Daily newsletter.

Key stat: Ads for products on sale are the most effective form of retail media advertising, with 51% of US digital shoppers saying they pay attention to them and 44% of digital shoppers saying they purchase from them, per Integral Ad Science.

Strategize retail media spend on in-store displays. More like this:. 3 recent developments in in-store retail media. A guide to in-store tech and how it can fuel omnichannel retail media strategies. 4 trends that have the potential to shape grocery in 2024. How to build in-store retail media from the ground up.

Most D2C ad spend goes to Google and Facebook, but trends are shifting. US D2C brands were moving ad spend away from Facebook in H2 2022, according to Rockerbox, but Google and Facebook still made up around two-thirds of all US D2C ad spend. Spend on TikTok was growing slowly, but its share of overall spend is still minimal in comparison to the tech giants. 5. D2C could threaten retail media.

The IAB and MRC propose retail media guidelines to help solve the industry鈥檚 measurement problem: The framework is meant to improve transparency and ensure consistency across RMNs.