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B2B ecommerce is gaining traction as 59% of B2B buyers make purchases through online marketplaces in 2023, per an April 2023 Digital Commerce 360 and Forrester survey. Amazon Business, the leader among US third-party marketplaces, accounted for just 2.1% of the B2B ecommerce market in 2022.

The ecommerce giant鈥檚 launch of ads on Prime Video instantly gave it the largest audience for an ad-supported subscription video service in the US.

Fox has added 125 new blue-chip advertisers since the 2024 election, while ad categories like pharma and healthcare now represent 21% of Fox鈥檚 linear TV ad spend. Political identity is increasingly tied to consumer behavior: A Harris Poll found alignment with or against a brand鈥檚 perceived politics can significantly affect purchasing decisions.

Amazon put a pause on its Amazon Fresh grocery store expansion, but its partnership with Whole Foods Market helped the ecommerce company grow its brick-and-mortar business 5.7% in Q4 2022. Instacart, in return, is using technology to drive more retailers to use its platform, including out-of-stock insights and smart shopping carts. 3. Competition comes from all sides.

Full-funnel insights: Connection of brand KPIs like awareness, preference, and purchase intent to online behaviors like search, site visits, and ecommerce. Cross-media, omnichannel performance: Insight into performance across all media, devices, and channels.

鈥淕oogle will account for over half of search ad spending this year, but Google's not the perfect fit for every query that every person could ever ask,鈥� our analyst Evelyn Mitchell-Wolf said on a recent 蘑菇AV webinar. 鈥淚t never has been, and now consumers are also going elsewhere to satisfy their search needs.鈥�

Display ad spending accounts for an increasing portion of ecommerce channel ad spend, a large subset and close proxy of retail media, though search is also growing steadily. Just like with overall digital display, expect retail media to double down on video, with Amazon and The Kroger Co. both focusing on CTV ads. Learn more about how to seize the retail media opportunity in our 鈥淎ttention!鈥�

However, ecommerce platforms like Amazon Business are drawing in search ad dollars, while social platforms like Instagram are leaning into search too. Google's share of the B2B search ad market will decline to 72.9% in 2023, from 80.5% in 2019. B2B mobile ad spend steadily gains a bigger share. B2B mobile ad spending will grow 12.2% YoY in 2023, a slowdown from 2022鈥檚 figure (18.1%).

As ecommerce growth returns to pre-pandemic levels, it will continue to drive total retail sales over the next few years. Retailers looking to drive sales need to focus on a seamless omnichannel experience and use deals to convince consumers to spend. Meanwhile, retail media鈥檚 growth shows no signs of slowing, but advertisers and retailers must work together to ensure future success.

As retail media evolves, ad placements off-site and in-store will help grocery advertisers reach shoppers in new and more engaging ways, but consumers may not be in a spending mood as credit card balances grow and savings accounts shrink. If Amazon can get grocery right, it may be able to fight off losing share to Walmart. But if the Kroger-Albertsons merger goes through, it could change everything.

Retail media platforms like Amazon offer many of the same benefits that social platforms do, including a large and engaged audience, targeted advertising, and ecommerce integrations. A burgeoning list of companies are throwing their hats in the ring in the US, Europe, and Latin America; the threat of retail media to the social platforms鈥� future ad revenue growth cannot be ignored.

The partnership shows Snapchat turning away from ecommerce and instead focusing on its power as an ad vehicle. While the pivot from in-app shopping makes sense, Snap still must sell brands on its advertising power. Snap鈥檚 coveted user demographic (Gen Z) makes it appealing to advertisers, but many use only the app鈥檚 photo and chatting functionalities鈥攕paces where ads don鈥檛 frequently appear.

US digital newspaper ad spending will grow this year鈥攂ut a paltry 1.3% is not enough to offset print鈥檚 declines. Non-newspapers are being commoditized as well. Though most people support AI training compensation for news publishers, not all publications have secured such payments.

This puts the commerce media networks in a good position to capture ad dollars reallocated from platforms that rely on third-party identifiers. To address the impact of cookie deprecation, 60% of US marketers are turning to first-party data strategies, according to March 2024 data by Epsilon and Phronesis Partners.

OOH keeps gaining ad spending dollars, but its share of media budgets remains below pre-pandemic levels.

Google said today it is rolling out its Product Studio tool this week, which uses AI to help merchants create and manage product imagery. If that sounds familiar, it鈥檚 because Amazon Ads launched something similar last week. But it鈥檚 not just Amazon and Google that are leaning harder into generative AI. Walmart is incorporating the technology into search to give shoppers more relevant results, while Klarna is using AI-powered video to expand users鈥� time spent with the platform.

Many web publishers have spent much of the past decade attempting to diversify revenues by means such as adding video and native ads to their sites wherever possible and exploring consumer revenues.

Amazon continued to dominate ecommerce in 2022: But advertising, not retail, was the company鈥檚 biggest success story this year鈥攁lthough not enough to prevent the layoffs of 20,000 employees.

Now we have some pretty solid forecasts for retail media network ad spending in the US and for e-commerce channel ad spending, that's that subset of retail media, in China. Both are fairly big markets. China's light-years ahead of everyone else, but the US is seeing significant growth.

颁补苍补诲补鈥檚 ecommerce boom started in 2020 with 75.0% YoY sales growth that year. Retail is still riding the wave, bringing digital buying in Canada on par with similar markets like the US and UK. Online shoppers are now a lucrative audience for advertisers. As digital buyers spend more time and money online, retailers have created advertising networks to engage them.

Gen Z鈥檚 favorite platform has started testing TikTok Shop with select US merchants. The company鈥檚 latest corporate reshuffle and hiring plans point to a focus on commerce, which will offset a lowered ad revenue outlook. US ecommerce livestreaming and owned fulfillment centers are on the horizon鈥攂uilding on the #TikTokMadeMeBuyIt phenomenon (30 billion views and counting) to entice young shoppers.