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By 2030, zillennials will represent 13.6% of the population and 14.5% of consumer spending, making them an important segment to target. What sets them apart: This group is more dependent on mobile devices and apps than elder millennials but are also further along in their financial lives than younger Gen Zers.

Mass merchandisers (Walmart, Target, Best Buy). Discount warehouses (Costco Wholesale). Grocers (The Kroger Co.). Department stores (Macy鈥檚). Category specialists (The Home Depot). Delivery services that support retailers (Instacart). Retail media鈥檚 scope is expanding as networks move further into video and CTV.

Target other product pages. Knijnik said this approach provides the highest return on ad spend. RMNs offer display and search opportunities, but advertising on other product pages can target key customers who are ready to buy (e.g., using high-end wine opener pages to advertise high-end wine glasses).

These changes are opening up different ways for advertisers to target and reach TV watchers. Trading places: This year, 137.9 million people are viewing pay TV, versus 125.2 million who have cut the cord, instead streaming content on platforms such as Netflix and watching live TV on distributors like Hulu + Live TV and YouTube TV.

Due to this gray area, some B2C advertising may influence a B2B purchase, even though the target audience wasn鈥檛 B2B, because of the brand halo effect鈥攅specially in industries with strong consumer brands like telecommunications.

It enables marketing, sales, and customer success teams to effectively target prospects and manage customer life cycles. Data helps feed sales pipelines with new business prospects, and insights gleaned from data are required to convert prospects and retain customers. There are three main sources of marketing data used in B2B:.

Apple鈥檚 AppTrackingTransparency (ATT) initiative has kneecapped D2C brands鈥� ability to efficiently target ads and attribute sales on many digital media channels鈥攅specially social media. Facebook鈥檚 pain is Google鈥檚 gain. As D2C ad dollars shift away from Facebook, Google has been the primary beneficiary.

Apple鈥檚 AppTrackingTransparency (ATT) initiative has kneecapped D2C brands鈥� ability to efficiently target ads and attribute sales on many digital media channels鈥攅specially social media. As D2C ad dollars shift away from Facebook, Google has been the primary beneficiary. Facebook鈥檚 share of ad spending plummeted from 48.4% in Q1 2020 to 27.6% in Q4 2022, per Rockerbox data.

While it has kneecapped others' ability to target and measure performance, Apple has 鈥渇ull visibility into what happens on iOS and can provide that measurement鈥攁nd measurement drives ad dollars,鈥� notes Lipsman.

Higher discounts offered during Cyber Week prompted returns of goods purchased during earlier promotional events such as Amazon鈥檚 Prime Early Access Sale (October 11鈥�12) and Target Deal Days (October 6鈥�8). In 2022, the week following Cyber Week had nearly twice as many returns as in 2021, per Salesforce data, and return levels stayed high in the weeks before Christmas.

Target, for example, took advantage of its physical infrastructure, shifting to a regional distribution model that used its stores to package online orders. Using brick-and-mortars as multipurpose hubs can engage consumers too, Goldman said. 鈥淐reate some excitement in-store and give people a reason to go. If you don鈥檛, then more consumers will start to move toward ecommerce.鈥�.

In August, Target expanded its curbside pickup partnership with Starbucks to over 1,700 stores to encourage customers to treat themselves when picking up purchases. Amazon, which lacks a large physical footprint, began offering customers $10 to pick up their purchases at Amazon Fresh, Whole Foods Market, or Kohl鈥檚 locations earlier this year.

Target released over 20 new seasonal private label food items in September to combat declining sales, capitalizing on its customers鈥� priorities shifting toward essential goods. Explore tech tools: Retailers should think of customer pain points and see how technology can provide solutions, said our analyst Yory Wurmser.

Others, including Walmart and Target, have shifted their inventory mix toward food and household essentials rather than discretionary purchases. Truck visits from warehouses for the top five retailers by volume have declined as fewer goods are moving from distribution centers to stores due to softer demand, per Motive.

With inflation remaining high and consumers pulling back on discretionary spending, retailers ranging from Best Buy to Target to Lowe鈥檚 are bracing for a challenging year and potential year-over-year revenue declines. We expect US retail sales will slow to 3.3% this year, according to our Retail Sales forecast鈥攄own from 8.1% last year as consumers pull back on discretionary spending.

Retailers across a broad array of categories鈥攊ncluding Target, Walmart, Dollar General, and Steve Madden鈥� all recently offered cautious guidance, underscoring the uphill battle for Lowe鈥檚.

Target rolled out the option to make returns through its Drive Up curbside service. The big takeaway: Rising return rates are a significant issue that retailers need to address to protect their bottom lines. But there are ways to do so that enhance the customer experience, and ways that hinder it.

Although I do love Target and I do want to do a plug, their Target Canada didn't quite work out, but they have figured out a different way to get some loved private label brands into Canada, and so they're partnering. So I think they're doing some very cool things. I just don't think that membership is the right move.

This could result in missed revenue targets. Measurement and attribution are critical for success. Once data and tech are in alignment, marketers should focus on their ability to continually measure marketing efforts at scale.

The retail media landscape is growing, making room for new players like financial media networks (FMNs), advertising platforms that leverage financial institutions鈥� (FIs) proprietary data to target personalized ads to customers in FIs鈥� channels. We expect US ad spend on FMNs to more than quadruple over the next two years, growing from $350 million in 2024 to $1.50 billion in 2026.

The channel has the potential to target very precisely, and could play an important role, considering groups like 鈥淢en for Harris鈥� or 鈥淲hite Dudes for Harris鈥� emerging. 鈥淭hese are targetable groups,鈥� said Verna. 鈥淢en are the default in the political realm, so there would've never been a Men for Biden campaign, much less a White Dudes for Biden.

Focus鈥攁nd follow鈥攜our target audience. If you prioritize buying ads based on your target audience rather than buying on TV networks or shows, you鈥檙e more likely to reach people who are actually interested. 鈥淸TV network reporting] is so important for your own brand safety and making sure that you鈥檙e only running on channels that align with your brand,鈥� Gray said. 3.

Our interview outreach strategy for our reports is to target specific companies and roles within those companies in order to get a cross-section of businesses across sectors, size, and legacy. We also look to interview sources from diverse backgrounds in order to reflect a mix of experiences and perspectives that help strengthen our analysis.

Building trust: Without third-party cookies, marketers will need to rely more heavily on zero- and first-party data to target and measure campaigns. 鈥淏uild a relationship with consumers,鈥� said 鈥嬧�婱yers. 鈥淯sers will share information with you because they trust you and they know you won鈥檛 misuse it.鈥�.

The power of offsite: Offsite programmatic retail media uses product availability and customer behavior data to target the right audience across digital channels, enhancing ad effectiveness and measurement. This year, Advertiser Perceptions expects US retail media spending to grow by 30%, largely due to offsite programmatic advertising.