蘑菇AV

Video streaming services, podcasts, video games, and retail media networks all sell inventory upfront. Click here to view the full forecast for upfront TV ad spending. Digital upfront spending is set to eclipse linear TV. We forecast that more money will be allocated upfront to digital video than to primetime linear TV for the first time this year.

Programmatic direct owes its dominance to retail media, CTV, and social networks鈥攈ence Canada鈥檚 skew toward the transaction method. Most real-time bidding transactions take place in private marketplaces (PMPs). PMPs are especially prevalent outside of the six major markets, where social media and CTV usage are particularly widespread.

Google鈥檚 diminishing share isn鈥檛 happening due to generative AI but from retail media, which will account for 27.2% of total US search ad spend this year. Still, Google is facing new threats, and that鈥檚 causing anxiety for advertisers who don鈥檛 know what the next era of search could look like. This was originally featured in the 蘑菇AV Daily newsletter.

As retail ecommerce activity continues to accelerate, the ranks of those consumers are growing. While there is a near-term chance that this leads to more affiliate budgets moving into bottom-funnel channels (such as coupons), the big-picture trend augurs well for the channel. Amazon is getting choosier. RIP, OSP.

Editor鈥檚 note: This article is part of a series on how the incoming Trump administration will affect key sectors of retail, marketing, tech, and finance. Keep an eye out for the full report, publishing just ahead of Inauguration Day.

Evaluate retail partnerships with social networks. More like this:. What marketers should know about why Gen Z shops. Meta amplifies Reels with new advertising features. Can TikTok Shop crack the US ecommerce market? TikTok Commerce 2023 (Insider Intelligence subscription required).

The company has faced some competition due to cookie loss, the rise of retail media search advertising, and generative AI search disruption. But Google remains by far the biggest player in search advertising, and disrupting that ecosystem would change the way advertisers collect data and spend money.

In addition to linear TV and video streaming services, podcasts, video games, out-of-home (OOH), and retail media networks (RMNs) all sell inventory upfront now. Upfront buying still offers advantages.

CTV ad spending will grow 21.2% this year鈥攐utpacing ad spending growth of retail media networks (19.7%). Measurement standardization would allow advertisers to optimize their investments more effectively across streaming platforms. As CTV grows, so does programmatic.

Remove retail media from the equation and Google鈥檚 search ad market share will climb to about 70%. Apple鈥檚 a threat, but it won鈥檛 topple Google. Apple鈥檚 app store search ad business will grow faster than any other nonretail player in the market for the next few years. But app store ads are app install drivers that haven鈥檛 been growing at Google鈥檚 expense.

OOH ad spending鈥檚 share of overall media ad spending is slipping. Moderate growth won鈥檛 be enough for OOH to maintain its relatively small share of the total US ad market, which will drop from 2.4% this year to 2.0% in 2028.

US upfront TV ad spending will fall by 3.6% to $18.64 billion for the 2023鈥�2024 TV season, a downward revision of 5.0% from our previous forecast.

Gen Z will make up 20% of the population in the US this year, putting it solidly in line with millennials, Gen X, and baby boomers, per the US Census Bureau. That said, 42% of Gen Zers will still be minors, and as a result their spending power will remain below that of older generations.

On the retail side, paid retail membership fee revenues will hit $35.12 billion this year, a 6.5% increase from 2022, per our March forecast. Use this chart:. Identify customer attitudes around subscription services. Build out your subscription service to attract consumers. More like this:. Amazon could launch standalone grocery, healthcare subscriptions.

Amazon is considering an ad tier for Prime Video, which could lead to an explosion in CTV ad spend from brands looking to take advantage of Amazon鈥檚 retail media data. Free ad-supported TV platforms like Amazon鈥檚 Freevee are expanding in viewership and content. Listen to the full podcast. This was originally featured in the eMarketer Daily newsletter.

Retail marketers name ecommerce, TikTok, generative AI as most important trends of 2024. Longer videos are easier for social media platforms to monetize.

As one of the hottest areas of digital advertising, CTV ad spending鈥檚 streak of annual double-digit increases could end thanks to tariffs.

Retail giants Shein and Temu pose substantial threats with their AI-powered dynamic pricing and hyper-personalized marketing. The disrupters also have the advantage of ultra-fast supply chains that traditional retailers struggle to match, due to stricter labor laws and ethical standards. Economic uncertainty persists despite recovery.

Ad tech company The Trade Desk and grocery intermediary Instacart teamed up in October to improve the latter鈥檚 retail media offerings through improved metrics. Why it works: Retail media data is in demand. Instacart will generate $1.18 billion in US retail media ad revenues next year, making it the fourth-largest retail media network we track in terms of revenues, according to our forecast.

Media and entertainment will grow 12.8%, retail 11.0%, and technology and electronics 10.8%, per our forecasts. After a few fallow years thanks to the actor and writer strikes, media and entertainment is bouncing back, said our analyst Yory Wurmser. Retail will be strong as the economy picks up.

But since then, advertisers have invested more heavily in private marketplaces and closed ecosystems like social media platforms and retail media networks (RMNs), which fall under programmatic direct. Direct pathways are all the rage.

Most internet users are still logged on, but marketers may have more success investing in retail media or connected TV advertising. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Walled garden spend share is being dragged down as the duopoly of Meta and Google becomes less dominant, and retail media networks have not yet made up for this dip. We don鈥檛 include search ads in our definition of programmatic digital display ads. If we did, walled gardens would likely continue winning share of programmatic spend, as noted in our 鈥淧rogrammatic Ad Spending Forecast Q3 2023鈥� report.

Of UK internet users, 60% would use the metaverse to engage with and buy from retail brands, per an August 2022 survey by Advanis for Sitecore. Meanwhile, 40% would use it specifically for beauty. That鈥檚 prompting beauty brands to dip their toes in the digital space, experimenting with everything from virtual cosmetics to NFTs.