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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.

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.

CEOs鈥� politics impact their brands: Hastings鈥� endorsement triggers Netflix boycott, drawing parallels with Musk's controversies impacting Tesla and X.

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.

Sam鈥檚 Club鈥檚 rich collection of first-party data provides advertisers with insight into members鈥� shopping and purchase behaviors. This near real-time visibility, powered by Sam鈥檚 Club Member Access Platform (MAP), allows advertisers to meaningfully engage members along their shopping journey with content and offers that align with their interests.

鈥淔or us, smartphones are a deep unlock, because you have more and more members that are digitally engaged,鈥� said Burns. 50% of Sam鈥檚 Club members are 鈥渄igitally engaged,鈥� per Burns, which means they鈥檙e on devices in some way while shopping in-stores. That figure is even higher at some other retailers. Target has stated that 75% of guests browse via its app or website while shopping in-store.

Instacart announced Google Shopping Ads. The news: Instacart鈥檚 ad partners can now use the company鈥檚 retail media data to deliver Google Shopping ads. Why it matters: Instacart will account for 2.0% of US retail media ad spend in 2024, according to our October 2023 forecast.

Some 57% of US consumers started their online shopping searches on Amazon as of Q2 2023, according to Jungle Scout. That鈥檚 more than those who started on a search engine (42%), the Walmart website (39%), or TikTok (17%).

D2C ecommerce will continue to grow at above-average rates. But that growth will be driven by established brands selling directly鈥攏ot digitally native brands.

Advertisers using the Performance+ suite have seen a 64% reduction in cost per action, a 30% increase in conversion rates, and a 1.8 times return on ad spend. Pinterest is also rolling out:. Personalized Promotions tools to help advertisers offer discounts in markets including the US, UK, Canada, Australia, France, and Japan.

The cost of getting retail media search right: The increase of retail media ad inventory shouldn鈥檛 clutter or detract from the shopping experience. Retailers that prioritize ad dollars over customer experience are focusing on 鈥渟hort-term metrics,鈥� Goldman said. Although they may be bringing in ad revenues, the enduring impact of a poor search experience may convince consumers to search elsewhere.

How it works: The partnership relies on the data Kroger collects from the over 60 million households that shop with the grocer annually, as well as deeper insights from its loyalty program.

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.

Under the moderate tariff scenario, total ad spending would reach approximately $407 billion, with only the heavy scenario triggering an actual year-over-year decline in total ad spending. "Even in a heavy tariff scenario, top-line digital ad spending, looking at it from a year-over-year growth standpoint, would still grow 4.5% year-over-year," said our analyst Oscar Orozco. Digital channel divide.