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Despite this, healthcare and pharma underindexes on digital media ad spending compared with other industries. Marketers will spend 27.8% of total media advertising budgets on conventional channels this year, per our forecast.

China鈥檚 example would suggest that retail media has enormous headroom for growth in the US. Companies like Amazon have been growing their ad revenues by leaps and bounds, and yet ecommerce channel ad spending will still only represent 14.6% of the US digital ad market this year. In China, the share will be 38.1%.

Retail media will be the source of most search ad spending growth in the coming years. 5 charts on the current and future state of retail media. Why retail media is the future of TV advertising. Note: Respondents were asked, "On which of the following websites would you be most receptive to advertising? Select up to three.".

Financial services is only the third industry to have crossed this mark (after retail and CPG). View our full forecast for digital ad spending by industry. Despite rebounding, the industry won鈥檛 outperform average ad spend growth across industries until 2025.

Checking in on ad trends: Digital ad spend downgraded again, retail media tries to keep up with Amazon. 4 ways ecommerce executives can maximize digital dollars. Worldwide Ad Spending Update 2023 (Insider Intelligence subscription required). More Chart of the Day. 7/14 - AI and market analysis. 7/13 - Don鈥檛 fear the AI. 7/12 - B2B鈥檚 LinkedIn the chain. 7/11 - Just in Prime. 7/10 - Prime expectations.

With Google losing share as more search spend comes from retail media, the company needs to retain as much search ad spend as possible. That starts with healthy search results. 鈥淭hat鈥檚 how they make their money,鈥� said Ray. 鈥淚 was surprised to see how long this took, but I鈥檓 really excited to see it kick in.鈥�. This was originally featured in the eMarketer Daily newsletter.

A growing share of CTV spend is coming from retail media, which will account for 14.6% of CTV ad spend in 2024 and over 20% of CTV ad spend come 2027, per our forecast. Retail media is powering partnerships in CTV and social media due to the value of its first-party shopper data.

Why retail media networks need to start acting like media companies鈥攏ot retailers. 4 emerging solutions to help standardize retail media. YouTube will use its own co-viewing data for CTV advertising, raising concerns about transparency.

Following performance measurement is the most important factor in allocating budget to retail media, according to 56% of US consumer packaged goods (CPG) manufacturers, per a December 2023 survey from Skai and Path to Purchase Institute.

Retail media will make up one-fifth of worldwide digital ad spend this year. 5 recent charts forecasting how ad spend is changing, from retail media to programmatic. Antitrust Explainer (蘑菇AV subscription required).

9/7 - Influential social spend. 9/6 - Retail media closes the deal. 9/5 - Beauty researchers bypass department store. 9/1 - Gen Z鈥檚 big grocery search. Note: Respondents were asked, "How do you most prefer to contact a company to ask a product or service-related question?". Methodology: Data was from the August 2023 Verint "2023 State of Digital Customer Experience Report."

9/7 - Influential social spend. 9/6 - Retail media closes the deal. Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues of major online retailers, consumer online buying trends, and macro-level economic conditions.

This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

9/7 - Influential social spend. 9/6 - Retail media closes the deal. 9/5 - Beauty researchers bypass department store. Methodology: Data is from an August 2023 CivicScience study as cited in company blog. 3,451 responses from US adults ages 18+ were obtained from online surveys conducted during July 27-31, 2023; 1,505 responses were obtained during September 17-24, 2019.

Retail media dealmaking (and Prime Video鈥檚 introduction of ads) has reshaped our CTV expectations. Methodology: Data is from the October 2023 ViewNexa report "How to Follow the Audience." 1,000 US consumers ages 18+ were surveyed online during August 2023 by Sapio Research.

Which networks should brands be paying attention to as they refine their retail media strategy? From the king of them all to the ones that are just catching up, here are five retail media networks to keep an eye on this year.

This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

Why retail media is the future of TV advertising. 4 ways to enhance your CTV ad creative and avoid consumer fatigue. How are CTV ads bought and sold?

Programmatic digital display ad spend will grow three times as fast as nonprogrammatic in 2024. 5 recent charts forecasting how ad spend is changing, from retail media to programmatic. Cookie deprecation won鈥檛 change advertisers鈥� preferred transaction methods. CTV ad dollars are going to waste鈥攁dvertisers need to know where their money is going.

Digital advertising is on shaky ground. Recent changes to our forecasts reflect that uncertainty. We examined what this year will look like for marketers, from retail media鈥檚 rise to social networks鈥� stagnation.

Retail media will capitalize on its closed loop. Despite a lack of measurement standards, retailers鈥� purchase data makes CTV more appealing to performance marketers. By 2027, retail media networks (RMNs) will represent over 20% of CTV ad spending, per our forecast. Trust is moving the needle on content-level transparency.

Retail media accounts for an increasing share of search ad spend in the US. That said, Google just announced it鈥檚 getting into retail media. TikTok also poses a rival to Google when it comes to search ads. A recent HerCampus study found that 74% of Gen Z internet users use TikTok for search and 51% favor it over Google, primarily due to its short-form video format.

Commerce media is knit together by the use of first-party commerce data to power targeted advertising. But beyond that foundation, the strengths, use cases, and challenges can vary depending on the vertical.