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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.

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:.

Consumers are more ready for shoppable TV than ever. 鈥淭he opportunity around shoppable TV is changing due to significant advancements in technology and shifts in consumer behavior,鈥� said David Cohen, CEO of the Interactive Advertising Bureau (IAB), in its recent Retail Media Goes to the Movies report.

Pacvue expands beyond retail media to offer retailers a holistic ecommerce solution: The goal is to provide some consolidation in a highly fragmented, competitive marketplace.

Third-party grocery intermediaries lost share to grocer platforms in 2023, securing 15.2% of US digital grocery sales in Q4, down from 18.3% in Q1, according to December 2023 data from Incisiv and Wynshop.

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.

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

A large portion of the remainder of search ad revenues will go to retail media networks, primarily Amazon鈥檚. By media: Social network mobile advertising will grow quickly thanks to the rapid growth of video ads. In our limited tariff scenario, social media mobile ad spending will reach $98.45 billion in 2025, a 12.9% YoY increase.

For example, there鈥檚 a limit to how many streaming video services or retail memberships one might own concurrently. But routine in-store CPG purchases that then shift to D2C channels aren鈥檛 adding to the budgets of consumers. Subscription makes sense when it alleviates pain points and makes the value exchange clear.

Amazon introduced advertisements to Prime Video in January 2024 and began experimenting with interactive, directly shoppable video ad formats last May鈥攔epresenting a significant expansion of Amazon鈥檚 retail presence beyond traditional ecommerce. Shoppable ads were tested again during the Thanksgiving holiday weekend on Prime Video, connecting video content directly to consumers鈥� shopping carts.

Amazon Prime Video ads launched today, defaulting Amazon鈥檚 163.3 million US viewers into its ad-supported tier unless they pay a premium to opt out. This is good news for Amazon鈥檚 $44.26 billion dollar retail US media business. But who could this move hurt?

PRO+ subscribers have access to Industry KPIs, our collection of more than 400 benchmarks in marketing and retail and ecommerce across a range of industries and countries. Click here for more information.

In-store retail media accounts for a growing share of DOOH, as digital ad inventory on store shelves, end caps, cooler doors, and checkout aisles increases. But DOOH spend is still down from pre-pandemic levels when accounting for inflation. Use this chart:. Balance DOOH spend with traditional OOH. Evaluate in-store retail media in your OOH ad strategy. More like this:.

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.

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.

Programmatic ad spend has gotten more diverse and mobile-dominated. 5 recent charts forecasting how ad spend is changing, from retail media to programmatic. Programmatic digital display ad spend will grow three times as fast as nonprogrammatic in 2024. Display advertising in 5 charts: From programmatic to retail media.

US sales on Shein and Temu fell sharply following price increases: The decline is an unwelcome sign as both marketplaces fight to stay relevant with shoppers.

Three key sectors are driving double-digit expansion in digital video advertising: pharmaceutical (19% increase), retail (18%), and CPG (13%). Zooming out: Tariffs are posing a threat to key channels like CTV, but this isn鈥檛 changing the broader trend of advertisers shifting away from linear鈥攊ndicating confidence that digital video will continue to drive returns.

Retail media partnerships are the future of TV.

The world鈥檚 biggest advertisers converged at Cannes Lions last week. At the festivities, marketers discussed everything from AI (it鈥檚 everywhere) to retail media (it鈥檚 growing). Other hot topics included the creator economy, which people are optimistic about, and data privacy, which has people more concerned. Here are some hot quotes overheard at Cannes.

Retail marketers ramp up social media ad spend in 2024. How marketers can do more with less after a rocky earnings season. 5 recent charts forecasting how ad spend is changing, from retail media to programmatic. Political ad spend is nearly triple what it was in 2016.

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.

In our first edition of the Global Digital Index, created in partnership with the RLC Global Forum, we explore retail and ecommerce in the Gulf States of the Middle East.

A 90-day pause in tariffs added over $800 billion to the Magnificent Seven鈥檚 market cap, revealing just how damaging trade tensions had been for investor confidence.