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Its search product is tied to ecommerce, making it a highly shoppable and direct marketing channel that could gain further use if Google shrinks. Though Apple鈥檚 share is almost 10 times smaller than Google鈥檚 at $6.32 billion this year, the end of its contract with Google could prompt the company to accelerate long-rumored plans to launch its own search engine.

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.

But not all RMNs can deliver the massive shopper audiences and innovative advertising solutions needed to unlock the format鈥檚 full potential. Millions of engaged shoppers flock to ecommerce sites every month. User traffic is key when deciding where to invest.

China鈥檚 influence shakes up online shopping. TikTok, Temu, and Shein have captured widespread consumer attention. Ecommerce players with roots in China have gained ground on established retailers by introducing innovative shopping experiences. App-based, entertaining, and highly deal-driven, the platforms appeal most to Gen Z and budget-conscious shoppers.

At Hy-Vee, this means experimenting with in-store audio, digital TV screens, and a recent Samsung partnership to expand these ad dollars. 5. But be thoughtful about those in-store ads. Hy-Vee focuses on points of rest for customers, meaning places like meat counters and pharmacy lines where shoppers are standing still for a few minutes.

鈥淭hat means we鈥檝e pulled our whole media ecosystem into one organization,鈥� which includes brand, agency, and shopper marketing stakeholders. Not only has this helped Kenvue develop a more unified approach to its media investments, but it鈥檚 also helped the company make quicker, more informed decisions.

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.

Data is based on ecommerce data collected during January 2018-March 2023 across 20 global marketplaces, 5,000+ brands and 950,000+ unique Amazon advertising campaigns.

AI tools that can build creative quickly and with little cost can also unlock ad spend from these brands. Retail media ad spend also gets held up by siloed budgets, said Longo. Shopper marketing and brand marketing teams for the same product may be completely separate, even though they may be buying ads with the same RMN.

Diversify your retail media spend across channels. More like this:. Exclusive: Amazon and Walmart rank highest among retailers for AI implementation. Back-to-school special: 8 interesting retailers that made news in July. Walmart is strengthening its No. 2 position in retail media search behind Amazon. What you need to know about non-endemic retail media advertising.

Influencer marketing can help payment brands shore up their marketing strategies now before their ad budget growth slows.

And honestly, I doubt that most Amazon shoppers will even know the coverage exists unless Amazon goes in heavily on promoting it in their app or something, and I'm not sure they're that keen to do that. I also thought that choosing Brian Williams as a way to build up their news brand was a strange choice. I'm not sure he's much of a household name these days.

Over 72.6% of US social shoppers have seen shopping-related short-form videos, such as Instagram Reels, making them the most popular type of content in social media shopping鈥�. YouTube is looking to capture a larger share in the competitive market.

Health and personal care is the fastest-growing ecommerce category in the US, per our July 2024 forecast, with projected growth of 14.2% YoY this year. Furniture and home furnishings ranks toward the bottom, with a projected 4.5% growth this year. But brand accounts may still be performing strongly on TikTok due to the popularity of DIY content.

Amazon is the biggest retail media network in the US, accounting for three-quarters of retail media revenue share, per our forecast. But its limited grocery footprint leaves an opportunity for competition. Here are recent updates in grocery retail media, and a prediction on the future of in-store retail media.

Some 53% of marketers believe AI will significantly enhance the way shoppers are targeted and served relevant ads, per a survey from Cooler Screens. Both AI and retail media are still developing. As both of these areas mature, AI will make retail media data even more powerful. Here are some ways AI is improving retail media.

Shop while you stream: Disney is beta testing its first native streaming shoppable ad format, Gateway Shop. Disney says streaming viewers will receive personalized prompts for products via mobile push notifications or email, enabling them to purchase items without disrupting the viewing experience. Unilever is one of the first brands to test the ad format.

While ecommerce offers one avenue for personalization, physical stores are increasingly using real-time digital engagement to compete. Brands that invest in in-store media can boost visibility and strengthen customer connections, with numerous opportunities throughout the store for effective media placements.

Facebook is losing share of CPG and beauty brands鈥� D2C ad spending fast. The platform鈥檚 share declined from 52.6% in Q1 2020 to 30.2% in Q4 2022, according to an April 2023 study by Rockerbox. Most of Facebook鈥檚 share is moving to video. More than half of Facebook鈥檚 lost share went to linear TV (7.3%) and TikTok (4.5%) in Q4 2022, both of which began at zero in Q1 2020, per Rockerbox.

While US in-store retail media ad spend will only total $370 million in 2024, representing just 0.6% of total retail media spend, we expect that number to more than double by 2027, per our forecast. In-store retail media offers retailers an opportunity to combine elements of discoverability with the high-purchase potential of the in-store experience, said Chernofsky.