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Agency experts believe shoppable video will be the next frontier of retail media. This coincides with the growing trend of retail-fueled CTV ads, led by Amazon. We expect that more than 20% of CTV ad spending will come from retail media networks by 2027. Amazon is likely to begin scaling shoppable video ads on the newly ad-supported Prime Video platform.

No. 4: The global rise of retail media will bring new competition for commerce ad dollars. For companies like Meta, commerce advertisers have long been a key revenue stream. That changed in 2022, as Apple鈥檚 privacy-related changes lowered ad performance and opened these companies鈥� eyes to a rising opportunity to reach buyers: retail media.

Best Buy gave its sponsored product listings the most prominent visibility compared with other retail sites, according to a Q3 2023 to Q1 2024 study from Crealytics.

But many brands also began the holiday retail period earlier than ever, pulling up sales that might have occurred during November into the earlier fall.

You can tune in tomorrow to spend some time with Sarah Libo on the Reimagining Retail Show if you want, as she discusses the digitization of the store.

With the anticipated growth of Prime Day sales, retail media spending will balloon as Amazon retailers invest in marketplace ads to capture more attention during the event.

On today鈥檚 podcast episode, host Bill Fisher is joined by our forecasting writer Ethan Cramer-Flood and analysts Paul Briggs and Matteo Ceurvels to examine the podcast landscape around the world, looking at changes in listenership and the advertising opportunities that the format affords.

But for advertisers late to the retail media game, a high-inflation environment could make the barrier to entry greater. New entrants to retail media might struggle to see immediate results, as it typically takes time to optimize campaigns.

Advertisers and marketers can鈥檛 afford to waste budget, so we foresee a partial shift away from display ads and renewed emphasis on search鈥攚ith one big exception, retail media.

The retail industry leads in digital ad spend, spending $88.13 billion this year, per our forecast. Consumer packaged goods (CPG) comes next with $48.79 billion in digital ad spend, followed by financial services at $33.81 billion. Though traditional search鈥檚 share of digital ad spend has peaked, display鈥檚 share is growing thanks to video formats like CTV. Use this chart:.

In Q2 2024, worldwide clickthrough rates (CTRs) for search was 1.63%, more than double that of social (0.66%) and quadruple that of retail media (0.39%), according to a July 2024 report by Skai.

Will December鈥檚 strong ad spend hold into 2025? Economic uncertainties could cause a cooldown, but regulatory shifts offer some relief.

Our take: T-Mobile鈥檚 push into advertising aligns with the trend of industries like retail and grocery plunging into the sector. The company sees an opportunity in DOOH鈥檚 growth as more billboards transition to screen-based advertising.

Google ad revenues make up about half of that search spend (50.5%), and retail media platforms make up another sizable chunk at 27.2%. Google鈥檚 share of US traditional search ad spend will grow in the genAI era, according to our forecast. Google鈥檚 own AI investments will allow it to evolve alongside innovations from challengers like Perplexity, as noted in our Tech Trends H1 2024 report.

While ecommerce will continue to gain share of total retail, growth is likely to fall short of prior projections. Click here to view our full forecast for US ecommerce sales, by tariff scenario. Projected Impact on 2025 Advertising. We expect ad spending to grow 3.0% to 6.7% this year under the moderate and limited tariff scenarios.

"It's still a pretty significant shift in circumstances both for marketing and advertising and for retail.". Under the moderate tariff scenario, total ad spending would reach approximately $407 billion, with only the heavy scenario triggering an actual year-over-year decline in total ad spending.

Advocate for a more diverse retail media mix. Assess and compare your non-endemic partnerships. More like this:. Non-Endemic Advertising Explainer 2024 (蘑菇AV subscription required). Growth in retail media search ad spend will outpace its traditional counterpart. The 7 biggest retail media moves from the first half of 2024. 4 (more) retail media networks worth watching.

Search is undergoing a seismic shift. Google is still the go-to for most inquiries, but generative AI is changing how people search, and leading people to explore alternative search engines. Meanwhile, paid search dollars are moving to retail media networks as shoppers begin their searches on Amazon and other retailer sites. And Gen Z鈥檚 search habits look different from older generations, with the cohort flocking to social media sites like TikTok and using visual search and chatbots.

Collective TV integrates CTV and retail media: Albertsons' new platform offers advanced ad solutions, driving digital video ad growth through shoppable content.

Unless and until the retail side picks up, digital ad spending isn鈥檛 likely to budge much past a 10% annual growth rate. Advertisers will remain cautious until consumers re-open their wallets and reignite their enthusiasm for digital shopping. $6 Trillion vs. $600 Billion. Worldwide retail ecommerce towers over digital ad spending, so it may seem that digital advertising has more headroom for growth.

75% of US adults ages 21 to 24 are at least somewhat likely to participate in dry January this year, according to CivicScience.