蘑菇AV

Don鈥檛 let the myths get you down, social shopping is alive and well. Gen Z is full of contradictions. And 鈥淭ikTok-famous鈥� is becoming synonymous with Hollywood famous. Here are three key takeaways from Shoptalk 2024.

As ad-supported TV and streaming services become more popular, ad variations are becoming more crucial. Through small, tactical tweaks, a holistic campaign approach, and experimentation with shoppable formats, it doesn鈥檛 have to be a costly or daunting endeavor.

Gen Zers make up about 20% of the US population, and they鈥檙e growing up. The digitally native generation has unique shopping habits after going through the pandemic during their formative years. From TikTok to the creator economy to payments trends, here鈥檚 how our analysts predict Gen Z will change shopping.

The creator economy could be a more than $100 billion industry, but market sizing is difficult

In the first half of 2023, connected devices became more shoppable, driven by retail media and emerging technologies like visual search, while Apple has emerged as a big winner, using its domination in the smartphone market to muscle in on ad revenues.

It's the most expensive non-sports ad-buy, costing advertisers over $2 million for a 30-second commercial and bringing in about $125 million in ad revenue. So the audience isn't what it used to be, but it's still so hard to get big audiences these days outside of the Super Bowl, this is where advertisers are having to come to be able to hit this many people all at once.

And so thinking about AI in search and these different tools being used to search for things, Mateo Wong of the Atlantic was noting ChatGPT hasn't trained on and thus has no knowledge of anything after 2021 and updating any model with every minute's news would be impractical if not impossible to provide more recent information about breaking news or upcoming sporting events.

Temu, the recent entrant to the US ecommerce market, has taken the ecommerce world by storm since its September 2022 launch. The China-based etailer went from zero to 44.5 million unique visitors by December 2022, according to Comscore鈥攁 virtually unprecedented growth in traffic in just four months.

It鈥檚 an election year in the US, one where we鈥檒l see record-breaking political ad spend. While political advertising is often viewed as a separate game from other industries, the trends set by campaigns ripple into the rest of the marketing atmosphere. What will 2024鈥檚 version of Nixon and Kennedy navigating live TV or Obama embracing social media be, and what will be the impact on the ad industry at large? Here are five trends all advertisers should be watching.

Amazon Fresh could get a refresh to conquer the grocery market, Finesse uses AI to reduce fashion waste, and Claire鈥檚 leans on content to engage Gen Zalphas. Meanwhile, Macy鈥檚 downsizes, e.l.f. Beauty aims to go viral, and Walmart makes strides in media. Here are six retailers that are most likely to makeover, reinvent, go viral, and more, as predicted by our analysts in a recent 鈥淩eimagining Retail鈥� podcast episode.

On today's podcast episode, we're at Shoptalk 2024 discussing the main takeaways, the best side conversations and booths, and the discussed trends we don't see coming to fruition. Join our analyst Sara Lebow as she hosts chief content officer Zia Daniell Wigder and analyst Jasmine Enberg, who were both at this year's conference.

They're playing ABC, NBC, they're playing Sports ESPN. There's already ads there, right? So then it's the next level of screens that are retail media in-store-esque, which I still don't believe is where we're going to be. It's just so expensive. Every person there is different.

My Uber driver was literally watching a sports game on his center console while driving me from the airport. I think we're at a place, and maybe GM will be the one to do it, we can dumb down the car consoles a little bit. Marcus Johnson:. Yeah. Shohei Ohtani can wait, folks. I know he is the talk of the baseball world, but he can wait. He's not that good. He probably is. Blake. Blake Droesch:.

As the top two retailers in the US, Walmart and Amazon are battling for holiday success by rolling out the best deals, the fastest delivery, and the best in-store experience. Here鈥檚 who we expect will come out on top in each of those areas, plus a post-holiday outlook.

We asked our analysts which companies they have their eyes on this year and why they鈥檙e positioned for potential success (or disaster). The Kroger Co., for example, is leveraging its digital offerings to scale its business, while Nike may pivot back to wholesale to stay competitive.

On today's podcast episode, we launch our inaugural 'The Unofficial Most Interesting Retailers List' for January. Arielle, Becky, and Sara (a.k.a. The Committee) have put together a very unofficial list of 8 retailers they're watching right now, based on which retailers are making the most interesting moves this month. Who's launching new initiatives? What partnerships move the needle? What stand-out marketing campaigns are there? On future episodes, we鈥檒l have analysts dispute this power rankings list, but on today's show we layout our top 8 for January. Join our analyst Sara Lebow as she hosts analyst Arielle Feger and director of content Becky Schilling.