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If July鈥檚 ad spending data is part of a trend鈥攁nd the 15-month streak implies that it is鈥攖hen the rest of 2024 could be a prime time to invest, though flexibility will be needed if the market shifts.

The pandemic ecommerce boom may have come to an end, but marketplaces will continue to expand their share of US retail ecommerce. We expect US ecommerce sales to grow by $588 billion over the next five years with marketplaces accounting for nearly 40% of those gains. The channel will continue to grow in importance as more brands seek consumers wherever they are.

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US linear TV ad spend is shrinking (8.0% YoY) as connected TV (CTV) ad spend grows (21.2% YoY). This year, US CTV ad spend will total $25.09 billion while linear will total $61.31 billion.

YouTube has expanded its affiliate shopping capabilities and eligibility for the YouTube Partner Program in order to maintain the strength of its creator relationships. But livestream commerce may factor more into YouTube鈥檚 future.

We鈥檙e showing some strength in retail ecommerce thanks to our internal assumption that the US is going to successfully achieve something of a soft landing, that inflation is going to get, by the second half, somewhat under control, and that fears of a recession are going to recede at least somewhat in the US market, leading to a very marginal rebound in the outlook for ecommerce 辞惫别谤补濒濒.鈥�.

Q1 has been a mixed bag for marketers. Ad spend grew in January and February, hitting double digits for the first time since March 2022. But many tech and retail companies were hit with layoffs as companies tightened ad spend. IBM, TikTok, and Google all slashed their marketing and advertising teams. On earnings calls, Nike鈥檚 finance chief said the company is planning for a 鈥渟ubdued macro outlook鈥� and Paramount mentioned 鈥渟oftness in the global advertising market.鈥�

I can't tell if this is a good or bad thing about Amazon's business, and it's probably both, but the fact that it's advertising business is right now so incredibly tied to e-commerce sales means that when e-commerce sales are growing, retail media dollars are going to go up for them.

US digital media consumption and consumer spending growth are at a standstill. 鈥淚t's just getting really competitive to reach today's consumers,鈥� our analyst Jeremy Goldman said on an episode of the 鈥淏ehind the Numbers: Daily鈥� podcast. Here鈥檚 what advertisers need to know about the latest trends in digital, including fierce competition for ad dollars to ecommerce having room to grow.

Rather than rely too heavily on holiday-related Band-Aids, brands would be better served finding ways to drive value-focused shoppers to spend via initiatives such as targeted promotions.

Content from CNET鈥攊ncluding product reviews and expert picks鈥攚ill show up on Best Buy channels, including its stores, website, and mobile app. Why it matters: The partnership is mutually beneficial鈥攏ot least because it gives both sides (and advertisers) access to over 50 million unique users per month.

Gen Xers spend their time on YouTube and Facebook, taking a utilitarian approach to digital channels by adopting digital platforms that make a task faster and easier. They use YouTube for education and entertainment and Facebook for communication with family.

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.

On today's podcast episode, we discuss how much Amazon's new shopping chatbot can move the needle, what Planet Fitness' out-of-home ad network looks like, becoming a digital mannequin to see what clothes look like on you, whether minutelong soap operas will catch on, who the smartest people in the world are, and more. Tune into the discussion with vice president of content Suzy Davidkhanian, analyst Evelyn Mitchell-Wolf, and vice president of Briefings Stephanie Taglianetti.

I think looking at the categories where our consumers are deciding to purchase a make e-commerce purchase, we have a forecast of the change is most great and our food and beverage in the consumer products category.

Total social ad spending for CPG will hit $13.2 billion, ranking it second after retail. Approximately 31.2% of CPG鈥檚 digital ad budget is allocated to social networks. CPG and retail are powering social ad spending growth: The two categories made up 62.7% of new social ad dollars from 2022 to 2023.

Retail media will stay ahead of connected TV (CTV) in US ad spending and close in on traditional TV this year, according to our forecast. Search overall, including paid search on retail media networks, will reach $108.48 billion in 2023.

The apparel and accessories category will increase its share of retail ad spend over the next few years, while other sectors will reel in their spending, according to our US Retail Industry Digital Ad Spending 2023 report. Use this chart:. Track US retail digital ad spend over time. More like this:. Why retail media standardization may take a while.

Amazon will pull in over 80% of US retail media search dollars this year, per our forecast. But Walmart will continue growing its share of non-Amazon retail media search ad spending over the next two years.

They really offer that branding and point of inspiration for brands now that sits up a funnel, and we can offer that in the affiliate channel capacity. But in this clock model, we want to go further and say, we are no longer just driving traffic to a site, and then leave it up to the e-commerce store to convert it.

But for me, yeah, I think that Peter's one on ad spend in particular, because there's a few other milestones. A milestone for total US mobile ad spend was going to cross the 200 billion mark, but it also crosses the 50% mark in terms of all ad dollars total. Not just digital, all ad dollars in the US, 51% this year, 2024. And it would be two-thirds, 66%, of digital ad dollars as well.

Google found guilty of anti-competitive practices: Court ruling challenges market dominance through exclusive agreements and payments to Apple.

TikTok is supposed to be this big threat to Facebook and Instagram, et cetera, but really the only way TikTok is going to achieve its potential, is if it also draws in an equivalent amount of advertising revenue or turns itself into retail media hell scape via this e-commerce push.