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With data focused on maximizing cross-channel performance, two key insights were uncovered:. Roku TV streaming ads drive people to click ads to learn more. Exposure to both retail TV streaming and Audience Ads, regardless of order, drove significant lifts: 6% in searches and 11% in clicks on the search engine results page, respectively.

Cosmetics and beauty make up a nearly $100 billion industry in the US, and next year more than one-fifth of those sales will come from ecommerce, according to our forecasts. In order to win over beauty shoppers, and Gen Z ones in particular, brands need to pay close attention to where their digital ad dollars go. Here are five charts to help you out.

As AI advances, a new era of creativity has unfolded for beauty brands. By infusing AI into their online strategies, beauty brands have an opportunity to drive a stronger return on ad spend and reach consumers in ways never before possible.

Retail media platforms like Amazon offer many of the same benefits that social platforms do, including a large and engaged audience, targeted advertising, and ecommerce integrations. A burgeoning list of companies are throwing their hats in the ring in the US, Europe, and Latin America; the threat of retail media to the social platforms鈥� future ad revenue growth cannot be ignored.

Organic growth in digital, shifts from other digital channels, and shifts from traditional spending (especially TV) will fuel the 鈥渘et new鈥� spending. The migration of ad dollars from linear TV to retail media is happening mostly because some of the biggest retail media networks are muscling into the CTV space.

Walmart鈥檚 fledgling retail media business made big gains in Q4: Ad spending on the platform rose 31% YoY thanks in part to the ads鈥� growing effectiveness.

Rather than rely too heavily on holiday-related Band-Aids, brands would be better served finding ways to drive value-focused shoppers to spend via initiatives such as targeted promotions.

Not all consumers accept cookies when given the choice.

鈥淏y providing a transparent way to understand and measure performance in one place, our measurement API removes friction from cross-channel media measurement, helping advertisers determine the value of each channel and adjust their strategies accordingly,鈥� said Roche. The retail media network has also teamed up with TransUnion to offer advertisers access to marketing mix modeling (MMM) measurement.

ROAS is a widely used metric for advertisers to understand the effectiveness of their campaigns, and newly added data to Industry KPIs shows YoY changes in ROAS by industry. We recently added several important metric benchmarks to Industry KPIs, including cost per click (CPC) and ecommerce ad spend.

Use this chart: Digital advertisers can use this chart to inform retail media investments and highlight the boost in ad spend during Q4 2023, likely due to the holidays. Related 蘑菇AV reports:. US Amazon Ecommerce Forecast 2024 (Subscription required). Retail Media Search Forecast and Trends 2024 (Subscription required).

I can't tell if this is a good or bad thing about Amazon's business, and it's probably both, but the fact that it's advertising business is right now so incredibly tied to e-commerce sales means that when e-commerce sales are growing, retail media dollars are going to go up for them.

If you haven鈥檛 explored this ad channel yet, now is the time. 2. CTV still has room to grow. When it comes to CTV, the share of time spent among viewers exceeds the share of ad revenues across most platforms, per our forecast. CTV still has ad potential as advertisers catch up to usage habits. CTV ad spend will grow as the ad businesses for Netflix and Disney+ mature.

D2C brands should apply the same principles they used to rock ecommerce to their brick-and-mortars by creating engaging, aesthetically pleasing spaces that leverage technology to make shopping more experiential and seamless. By bringing a digitally native mindset to in-store experiences, D2C brands can bridge the gap between physical and digital in a way that other retailers have struggled to do.

As the region鈥檚 No. 1 retail ecommerce player by total sales dollars, Mercado Libre has the competitive edge in each of the 18 Latin American markets it operates in.

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.

Google found guilty of anti-competitive practices: Court ruling challenges market dominance through exclusive agreements and payments to Apple.

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.

But there is at least some interest in purchasing through social channels. Facebook is well out in front in this regard, but TikTok users aren鈥檛 opposed to buying on the platform. The UK鈥檚 ecommerce habits make it a prime testing ground for TikTok鈥檚 shopping tools. The UK is much closer to China in terms of ecommerce sales as a proportion of total retail.

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.

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.

This puts the commerce media networks in a good position to capture ad dollars reallocated from platforms that rely on third-party identifiers. To address the impact of cookie deprecation, 60% of US marketers are turning to first-party data strategies, according to March 2024 data by Epsilon and Phronesis Partners.

鈥淕oogle will account for over half of search ad spending this year, but Google's not the perfect fit for every query that every person could ever ask,鈥� our analyst Evelyn Mitchell-Wolf said on a recent 蘑菇AV webinar. 鈥淚t never has been, and now consumers are also going elsewhere to satisfy their search needs.鈥�