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Modelo鈥檚 college basketball ad spend grows 48%: The investment highlights the lucrative opportunity of advertising during live sporting events.

Nearly three-quarters (72%) of retail marketers worldwide plan to increase their advertising spend on social platforms, according to a November 2023 survey by TechValidate as reported by Mediaocean.

Inflation continues to impact spending in Q2, with 84% of consumers saying inflation had an impact on their spending, a 10% increase over Q1, per Jungle Scout鈥檚 research. Meanwhile, Amazon product categories recorded sales increases and social media shopping is on the rise.

Why it matters: Live sporting events, including NBA games, are one of the few remaining forms of appointment viewing, attracting significant ad spend. Our forecast calls for digital live sports viewers in the US to grow from 95.5 million in 2023 to 126.8 million by 2027鈥攁 32.8% increase over four years.

Social media platforms focus on outcomes: Executives cite pressure to deliver for advertisers as Q2 earnings reports approach.

OpenAI鈥檚 GPT-4 can help retailers map the customer journey by analyzing data from across social, owned, and third-party platforms and identifying trends in real time. It can also help retailers predict future behaviors, giving insight into where they should focus their ad dollars.

Budget retail media spend across different channels. More like this:. The latest data shows organizations are happy with retail media, but there鈥檚 room for improvement. Sizing up the retail media potential of in-store, streaming, and social media audiences. Retail media will make up one-fifth of worldwide digital ad spend this year.

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.

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.

TikTok鈥檚 top brands pulled back spending after ban signing: Ad spend growth slowed in the month after the ban was signed, and major retailers like Target reduced spend.

Latin America鈥檚 digital economy is proving resilient despite macroeconomic headwinds. In 2023, marketers and advertisers will focus on reaching consumers across retail media, livestreaming ecommerce, and ad-supported video streaming.

Prime Video is adding inventory to the ad market responsible for all of TV鈥檚 ad spend growth. Almost all of TV鈥檚 ad spend growth will come from CTV in 2024, according to our October 2023 forecast. Amazon鈥檚 introduction of ads will only add inventory to this fast-growing channel. This was originally featured in the eMarketer Daily newsletter.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how standardization can unlock retail media spend, when we are likely to see it, and where the future of targeting is headed. Then for "Red-Hot Retail," our analysts give us some spicy predictions about the future of retail media ad buying. Join our analyst Sara Lebow as she hosts analyst Max Willens and vice president of business intelligence at Advertiser Perceptions Nicole Perrin.

Note: Examples of websites or apps primarily engaged in retail ecommerce include Amazon, Walmart, and eBay; examples of retail media networks include Amazon's DSP and Etsy's Offsite Ads.

Amazon will pull in over 80% of US retail media search dollars this year, per our forecast. But Walmart will continue growing its share of non-Amazon retail media search ad spending over the next two years.

For several years in a row, the four largest US P&C insurers have cut ad spending, leading to a steady decline in TV ad impressions.

The pandemic ecommerce boom may have come to an end, but marketplaces will continue to expand their share of US retail ecommerce. We expect US ecommerce sales to grow by $588 billion over the next five years with marketplaces accounting for nearly 40% of those gains. The channel will continue to grow in importance as more brands seek consumers wherever they are.

We downgraded our 2023 US social network ad spending forecast by $16.21 billion鈥攖he biggest reduction of any channel鈥攁s difficulties abound. Why? The impact of Apple鈥檚 and other privacy changes has shocked the system. Digital ad targeting and measurement have been changed, permanently.

US linear TV ad spend is shrinking (8.0% YoY) as connected TV (CTV) ad spend grows (21.2% YoY). This year, US CTV ad spend will total $25.09 billion while linear will total $61.31 billion.

We鈥檙e showing some strength in retail ecommerce thanks to our internal assumption that the US is going to successfully achieve something of a soft landing, that inflation is going to get, by the second half, somewhat under control, and that fears of a recession are going to recede at least somewhat in the US market, leading to a very marginal rebound in the outlook for ecommerce 辞惫别谤补濒濒.鈥�.

YouTube has expanded its affiliate shopping capabilities and eligibility for the YouTube Partner Program in order to maintain the strength of its creator relationships. But livestream commerce may factor more into YouTube鈥檚 future.

Creator platform LTK looks to boost engagement: CEO says she has 鈥渮ero doubt鈥� that Instagram will shut down the new shopping functionality, LTK DM.

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�