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Diversify your retail media spend across channels. More like this:. Exclusive: Amazon and Walmart rank highest among retailers for AI implementation. Back-to-school special: 8 interesting retailers that made news in July. Walmart is strengthening its No. 2 position in retail media search behind Amazon. What you need to know about non-endemic retail media advertising.

Among US beauty shoppers of all ages, beauty and personal care shoppers are most likely to buy in-stores.

Food and beverage is a much bigger part of ecommerce than it used to be. The food and beverage ecommerce category is set for robust 16.7% sales growth in 2024, and we anticipate growth to remain elevated for the next several years after that. But equally noteworthy is how quickly the category has grown as a share of overall ecommerce in the US.

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.

The pace of change in social media won鈥檛 slow in 2024. The rising number of disruptors鈥攚hether it鈥檚 AI, creators, social search, or TikTok Shop鈥攚ill both reshape old trends and create new ones.

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.

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%).

A leaked Adweek-reviewed file details how The Trade Desk partners with 49 retailers worldwide to sell ad placements built on shopper data. The document reveals steep markups and inconsistent rules: Albertsons charges up to 45% of media costs, Best Buy limits custom audiences, Costco sets $100K minimums, and Walmart imposes fees capped at $3.50 CPMs plus measurement charges. Other retailers add restrictions around ad categories or approvals. The leak highlights both the value and complexity of retail media as brands chase audience targeting tied directly to transactions. Transparency remains a challenge, with costs and conditions varying widely by partner.

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.

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.

The ad spending winter of 2022 and early 2023 was mild and short-lived, as we predicted. And after a solid H2 2023, things are looking up across the board for 2024.

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.

Our forecast for ad spending in retail media shows the category in a period of massive growth: up 25.9% next year, more than four times the amount of spend compared with five years ago. Retail media will have share of more than 1 in 5 digital ad dollars spent in Canada next year. Persistent ecommerce growth is driving retail 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. But Google climbed from 37.2% to 42.6% over the same time frame. D2C brands facing the declining effectiveness of search and social ads must use new strategies outside of the traditional D2C growth playbook.

Three of Latin America鈥檚 most prominent retail and ecommerce players鈥擬ercado Libre, Falabella, and Walmart Mexico鈥攚ere among the leaders of the fastest-growing companies ranked by digital advertising revenues. Tesco launched Tesco Media and Insight in November 2021, powered by its data science and loyalty division, dunnhumby.

Connected TV (CTV) is now an integral part of retail media. Media networks can offer rich third-party data, while CTV platforms have advanced targeting capabilities and an engaged audience. But just how big is the opportunity?

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.

Advertising Week New York kicks off next week. Last year, speakers discussed everything from Web3 to connected TV (CTV) to social media. This year, we鈥檒l be watching for updates related to retail media, AI, and social media鈥檚 era of transformation.