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German grocery retailer Lidl launched a TikTok Shop pop-up in the UK, marking one of the first major grocery retailers to experiment with TikTok鈥檚 ecommerce capabilities.

On-site display ad spending鈥攚hat we refer to as ecommerce channel display ad spending in our forecasts鈥攚ill climb to $9.98 billion in 2024, then grow at least 24% YoY every year through 2028. But off-site display ad outlays will grow faster. Until now, retail media display ad spending has largely been concentrated on retailer sites.

Amazon鈥檚 play: Amazon鈥檚 ecommerce channel ad revenues, which are included within retail media spend, will approach $30 billion this year, accounting for 76.2% of all ecommerce channel ad spending in the US, according to our forecast.

The travel game: Travel ad spend growth is cooling slightly this year after two post-pandemic years of explosive travel spending that had airlines racing for brand recognition. We forecast that US ad industry media spending will grow 5.3% to $9.86 billion this year, significantly slower than 2023鈥檚 16.8% growth and 2022鈥檚 23%.

As the retail media industry evolves, marketers are embracing new formats such as open web, social media, and streaming TV to reach customers earlier in their buying journey and increase brand recognition. To accomplish this, we鈥檒l see retailers form collaborative alliances with social media companies, streaming platforms, and publishers.

Retailers and the tech firms powering some of their RMNs are racing to give ad buyers access to more off-site inventory in formats ranging from CTV to digital out-of-home to in-store. But on-site has plenty of headroom left, as this new data from our forecast shows.

To overcome account opening headwinds, credit card marketers can explore credit card subscriptions, net worth data collection, and wallet-first cardholder experiences.

The retailer is beta-testing Sponsored Display lead generation ads for businesses that don鈥檛 currently sell on its marketplace, enabling them to capture shopper intent across Amazon鈥檚 store as well as thousands of apps and websites. Such initiatives will help Amazon grow ad revenues by 24.7% this year to $41.95 billion.

The store is no longer the only place where consumers can discover and shop for consumer packaged goods (CPG) products. Younger generations are finding products via search and social media, while Amazon Prime Day offers shoppers the opportunity to stock up on essentials for less.

The insight: Retailers鈥� efforts to boost their high-margin retail media businesses are complicating their ability to negotiate with brand partners, particularly as they push for price concessions to alleviate the pressure on inflation-weary shoppers.

With the rise of digital ad channels like connected TV and retail media, there鈥檚 a lot of emphasis on making every ad and consumer touchpoint shoppable. Ad formats with direct calls to action help drive conversions and increase ROI. But brand equity can get left out of the conversation when we focus on performance marketing in isolation. Every ad should perform and provide some sort of measurable impact, but each ad is also vital for telling a brand鈥檚 story, even at the bottom of the funnel where marketers are more focused on driving conversions.

Google and Meta鈥檚 combined share of the US digital ad market dropped below 50% in 2022, and in just a few years that figure will be down to 43.0%. The triopoly is losing share now, as well; Amazon鈥檚 ascent will not be fast enough to offset the weakness of the other two giants.

Why it matters: Instacart鈥檚 retail media growth relies on its ability to help advertisers reach shoppers on other channels, particularly those鈥攍ike YouTube鈥攖hat are important avenues for product research and discovery.

Many researchers have argued that brands can increase their share of voice by maintaining ad spending during a recession. If revenues are low, a CFO may feel the only option is to cut ad spending. But there is an opportunity for those who keep spending. During the pandemic, brands that resumed advertising saw strong ROI. Expect that trend to repeat itself in future crises.

China鈥檚 influence will shake up online shopping. Temu, TikTok Shop, and Shein have captured a critical mass of consumer attention. Using innovative shopping experiences that are app-based, entertaining, and highly deal-driven, these ecommerce players with Chinese roots are gaining ground on legacy retailers. These companies are disrupting how retail has typically worked.

By using first-party affiliate data to better understand their audience鈥檚 shopping habits, publishers can offer targeted deals that resonate more with their readers, Willens said. What advertisers can do. The key is to connect with today鈥檚 more discerning consumer. Offering one-size-fits-all discounts won鈥檛 work anymore, Willens said.

That percentage has likely grown since then as retail media networks fight for more ad dollars and brands seek more first-party data partnerships. 3. More data, deeper insights. Walmart+ members can save up to 10 cents per gallon at these stations, which drives loyalty and encourages repeat visits.

This exclusive data provided to Insider Intelligence by market intelligence firm Sensor Tower looks at Facebook and Twitter ad spending across industries in 2022 and 2023, and how those platforms compare against YouTube in the first half of this year.

As retail media grows, it is changing. At the moment, search remains retail media鈥檚 bread and butter and sales ads are the best awareness drivers. In the future, in-store media and shoppable video ads may take on a bigger role. But no matter how ad formats change, one thing is for certain: Measurement will be key for retail media鈥檚 continued growth.

Although inflation, a strong job market, and a positive economic outlook are at play, three dominant ad channels are contributing to upward US ad spend. October saw a 3.2% YoY growth for the US ad market, marking the fourth consecutive month of spending increases, according to the Standard Media Index ad market tracker.

If the 鈥淩etail Media 1.0鈥� era was primarily about search-driven ecommerce, then Retail Media 2.0 (with credit to Peter Moustakerski) will be about moving up the funnel and across retail channels

The news: Just Eat Takeaway teamed up with ecommerce marketing company Rokt to enable endemic and non-endemic advertisers to pay for placements on its order confirmation and order tracking pages. The capability works across all of the delivery company鈥檚 apps and websites, which include Grubhub in the US, Just Eat in the UK, Lieferando in Germany, and delivery brands in 16 other countries.

From 2024 to 2026, FMN ad spend will explode at a 107.0% compound annual growth rate to hit $1.50 billion, per our forecast. Overheard at #AWNY: Still, PayPal's ad debut could raise user experience concerns.