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Hitting the mark: Walmart鈥檚 urban struggles stand in stark contrast to Target, which has stores of varying sizes in most major cities, including 19 locations in Chicago.

Some, like Target and Dollar General, are walking back their investments. After adding self-checkout stations to over half of its 19,000 stores, Dollar General is now making the technology a 鈥渟econdary鈥� checkout option, while Target is trialing basket limits at select stores to reduce wait times.

Our take: Traditional TV and print remain important channels for healthcare and pharma advertisers whose target audience skews toward older patients. But marketers are devoting more of their ad spending budgets to digital, meaning they鈥檒l be pulling back from some traditional sources. 2. Connected TV (CTV). Nearly 90% of marketers will increase (52%) or maintain (37%) spending on CTV.

Google targets shoppers: Per Google, 20% of the nearly 20 billion visual searches conducted each month on Google Lens are shopping-related, as users look for outfit inspiration and design ideas, or try to identify items they鈥檝e seen on the street or on social media.

The pet category is an attractive target given the need for frequent, repeat purchases, its resonance with shoppers across age groups, and the fact that customers largely see pet spending as necessary rather than discretionary. Households are expected to spend $1,445 per pet by 2026, while annual spending growth in the category could hit 7% by 2030, per a Morgan Stanley survey.

Our primary research on US online beauty buyers shares insights into the evolution of consumer habits and preferences in one of retail鈥檚 most resilient categories.

Credit unions must share their answers to generational financial problems in marketing campaigns that target young consumers specifically. When designing these marketing campaigns, don鈥檛 forget to use the type of content that resonates most with young consumers.

Advertisers can anticipate where to target generational campaigns by understanding where each cohort currently spends time and how their needs will shift with age. Key Question: Where and how is each generation spending their digital time? Key Stat: Millennials make up the largest share of users on nine of the 11 platforms we track by generation, partly due to the cohort鈥檚 size.

The uncertain landscape has driven retailers such as Dick鈥檚 Sportings Goods and Target to strike a measured approach with their Q4 guidance. Our take: While the White House said it won鈥檛 intervene in negotiations, that stance could quickly change if a strike shifts from a possibility to a reality.

Target and Kroger. Two of the larger grocers and more mature RMNs captured the No. 3 and No. 4 rankings, respectively. They are also two of the earliest RMNs in the space, with Target Media Network (Roundel鈥檚 original name) debuting in 2016 and Kroger Precision Marketing soon thereafter in 2017.

Still, its move to walk back its growth targets shows that despite its successes, Levi鈥檚 isn鈥檛 immune to the uncertain consumer environment.

Zak Stambor: That could be a real benefit for retailers like Target that have a very strong [00:16:00] buy online, pick up in store option as consumers with the short calendar turn to buy online, pick up in store to get their holiday purchases in time. Sky Canaves: What's so interesting about Target is they have great curbside service for both picking up orders and returning items.

Winner: Target. Why: In our recent retail app benchmark, Target tied with The Home Depot because it had the most desirable consumer features, including digital wallet, personalization, and fulfillment options. 鈥淚t鈥檚 really the seamless integration of Circle Rewards and the fact that you can track things like cash back and other discounts in a really simple way through the app.

Capital One plans to target heavy spenders and the higher end of the subprime market to stimulate card spend, per its Q4 2022 earnings call. Marketers will work to improve returns on digital investments. Digital marketing is the most cost-effective form of marketing.

Target is the clear-cut example of this, I think. People tend to use the Target app in-store. Blake, you've talked about this app before. There are a lot of deals on it. You can make payments through it and get discounts. And that's really good for Target because they get that loyalty information that can translate into retail media dollars for Target also.

Peloton took the plunge in 2022 and began selling its equipment on Amazon, but this year, we predict it will partner with a brick-and-mortar retailer like Target. Peloton can use in-store sales to offset its declining ecommerce sales, which we predict will drop 18.0% this year, per our March 2023 forecast.

But 2024 state and national political campaigns will likely target the industry on high prices for drugs and insurance premiums, and spending growth will slow to just 6.0%. B2B digital advertising will grow as hospitals and doctors keep their doors shut to sales reps. Digital channels are growing in importance to reach these elusive healthcare targets. Digital advertising is edging out traditional.

X has put a target on its back. X will exit the billion-dollar ad club in 2025, as advertisers continue to walk away from the platform. Advertising on X gets an 鈥楩鈥�. X curses big advertisers while planning to court little ones.

Our interview outreach strategy for our reports is to target specific companies and roles within those companies in order to get a cross-section of businesses across sectors, size, and legacy. We also look to interview sources from diverse backgrounds in order to reflect a mix of experiences and perspectives that help strengthen our analysis.

The ability to highly personalize and target advertisements is attracting advertisers of all sizes from all industries. That demand is causing CTV platforms and apps to launch a flurry of new ad formats鈥擫G included. Fubo is leaning on interactive ads and home page takeovers, Amazon has debuted customizable ad slots for different demographics, and several CTV apps are integrating pause ads.

That presents a challenge for smaller retailers that have to determine whether to fully or partially pass the higher supply chain costs to consumers, given that they鈥檙e competing with large importers such as Walmart and Target that have multiyear contracts with carriers to lock in below-spot market prices.

Target in-store: Mobile apps also present an omnichannel retail media opportunity when used in stores. Some 75% of Target guests browse via its app or website while shopping in-store, according to Roundel senior vice president and president Sarah Travis, speaking at our 鈥淎ttention! Trends and Predictions for 2024鈥� summit. Among Gen Z guests, that figure jumps to 93%, Travis said.

Target is leaning on price cuts and its thriving private label business to win shoppers over, alongside promotional events like its upcoming Target Circle Week sale and a revamped membership program.

Missing either of these components can lead to suboptimal results: poor quality attribute data may cause you to think you know something about your target audience when the opposite may be true, leading to delivering irrelevant messaging. And without accurate identifiers, you run the risk of not reaching your target audience at all.

Banks that clarify and understand their target consumers can best allocate resources to reach them. But strict regulatory supervision has always meant extra scrutiny on the sector鈥檚 fair marketing practices. This will only intensify as ad dollars shift to targeted advertising from mass channels.