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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.

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.

Paid search ad spend is increasing, but search ad impressions are declining. Paid search ad spend grew 4.0% YoY in Q4 2023, according to data from Skai. But ad impressions declined by 15.0% YoY in the same quarter. In the US specifically, search ad spend will increase by 11.1% this year to reach a total of $124.59 billion.

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.

Why it matters: Retail media and commerce media, which focus on optimizing shopping experiences both online and offline, has become a critical area for ad spending.

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.

For the first time, US adults will spend more time per day with digital video than with TV this year, according to our forecast, as the cord-cutting revolution takes hold. Total time spent with digital video and TV will remain just over 6 hours per day, the same amount it鈥檚 been since 2020.

Microsoft鈥檚 new ad network helps retailers build and maintain their own media networks, boasting 鈥渞eady-built demand, expansive ad supply, and access to high-intent 蝉丑辞辫辫别谤蝉.鈥� Using Microsoft鈥檚 new product can help retailers reach profitability, according to the software company.

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.

Evaluate alcoholic beverage ad spend. Prepare for next year鈥檚 Dry January marketing campaigns. More like this:. 3 key growth areas for alcohol brands and retailers. The pandemic accelerated online food and beverage growth, but alcohol was an outlier. How the Ozempic effect is鈥攁nd isn鈥檛鈥攃hanging consumer behavior. US Alcohol Ecommerce Forecast 2023 (Insider Intelligence subscription required).

This strategy proved to be a huge success, with one brand partner achieving double-digit omnichannel return on ad spend.

What's happening: Costco is working with data analytics firm Inmar Intelligence and other shopper marketing agencies, according to the Path to Purchase Institute. Inmar provides campaign planning and execution, contextualized creative, post-campaign reporting, and. SKU-level sales lift measurement. Inmar鈥檚 creative studio also helps tailor ad experiences to shoppers.

AI-powered ads allow viewers to shop relevant table settings and cookware directly from Walmart between episodes. Listen to the full episode. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

Among US beauty shoppers of all ages, beauty and personal care shoppers are most likely to buy in-stores.

A quarter of US shoppers are influenced to buy products via ads on retailers鈥� websites, according to new research from Intellias, as reported by Search Engine Land. This is compared with just 13% of consumers who are influenced by ads on third-party marketplaces and 14% who buy after seeing social media ads.

40.4% of US shoppers started their shopping journeys in marketplaces in 2023, down from 51.5% in 2022, according to a February 2024 report from Attest.

Weigh in-store versus ecommerce. More like this:. Why we think Amazon might create a Prime Day event in the spring, and what it could look like. How Sam鈥檚 Club, Kroger, Albertsons, and Instacart are evolving their retail media networks. Walmart looks to carve out a share of the $1.857 trillion B2B ecommerce market. 5 things to know about Prime Day shoppers.

Retail media is a collaboration between brand and retailer, Home Depot exec says. 2024 trend watch: Platform partnerships will shift the ad spending landscape. Hy-Vee鈥檚 lessons for up-and-coming retail media networks. Retail media is the fastest growing ad channel, but 鈥榠s not invincible,鈥� our analyst warns.

This influx of investment will help US retail media off-site ad spend grow by 64.1% in 2024 to reach $11.04 billion, according to our forecast. That number will more than double by 2027, totaling $24.02 billion. As off-site grows, so will the number of programmatic activations.