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Shoppers are beginning to trade back up to premium CPG brands: While volume growth is recovering at Unilever and Kimberly-Clark, pressure on lower-income consumers is hurting Nestl茅 and PepsiCo.

Saks launches retail media network amid slowing sales: The ecommerce retailer is billing its offering as a unique opportunity to connect with luxury shoppers.

Off-site retail media network ad spend will rise by 61.5% this year to reach $10.64 billion in the US, per our forecast. With third-party cookies (eventually) going away, we expect to see more such partnerships that allow publishers to leverage retailer first-party data on publisher sites.

In-store retail media spend is growing quickly. Just $370 million will go to US in-store retail media ad spend this year, or 0.7% of omnichannel retail media ad spend, but by 2028, that figure will more than double to $1 billion, per our March 2024 forecast. In-store retail media spend is comparatively low despite a massive audience. There鈥檚 limited space and limited inventory.

滨苍蝉迟补肠补谤迟鈥檚 ad growth slowed in Q4: That could create problems for the company as it relies more heavily on ads to offset softening grocery delivery demand.

Walmart lags behind Amazon in total ecommerce sales, retail media ad dollars, and retail subscriptions. But there may be ways for it to minimize the gap in certain areas, namely search and AI capabilities.

US political ad spend will reach $12.32 billion this year, up more than $2 billion from the last presidential election year, per our forecast. But even news organizations were emphasizing advertising beyond political ads, which can prevent brand safety risks to other advertisers for their controversial content.

The store is no longer the only place where consumers can discover and shop for consumer packaged goods (CPG) products. Younger generations are finding products via search and social media, while Amazon Prime Day offers shoppers the opportunity to stock up on essentials for less.

Until a standard is widely adopted, the job of a retail media network is to be as clear as possible when communicating their return on ad spend. Keep your finger on the pulse. Hiatt and Opare-Abetia are both bullish on in-store retail media innovations. In a future state, retailers could offer personalized ads, tether screens to mobile devices, and create individualized offers.

Being able to get more granular with search targeting would be a major benefit, according to Emily Frankel, senior vice president and head of ecommerce marketing at PepsiCo. 鈥淭he ability to do audience targeting across media tactics has been around for a while.

Shoppers can鈥檛 easily abandon carts in stores as they can online, but they can grow frustrated and cut shopping trips short or decide not to return. Instead, think about how retail media can assist shoppers on their journeys. 鈥淢aybe it's facilitating product discovery, or offering knowledge that they would want about a product and that doesn't feel disruptive,鈥� Marzano said.

As the retail media industry evolves, marketers are embracing new formats such as open web, social media, and streaming TV to reach customers earlier in their buying journey and increase brand recognition. To accomplish this, we鈥檒l see retailers form collaborative alliances with social media companies, streaming platforms, and publishers.

So far this year, there鈥檚 been Google versus Microsoft and TikTok versus 鈥� well, everyone. But another battle is emerging as Amazon and Apple go head to head for ad dollars, streaming viewers, and the health vertical.

Hims & Hers defies digital health market odds: The D2C healthcare company grew revenues and membership鈥攁nd unlike competitors, it鈥檚 increasing its marketing and advertising spend.

The way advertisers think about TV is changing as it shifts from linear to ad-supported streaming. Here are three developments shaping TV ad measurement, streaming behaviors, and consumer targeting.

Meta鈥檚 share is, of course, declining, but it鈥檚 declining from a massive base, and not all of those ad dollars shifting away from Meta are going to TikTok.鈥�. Lower CPMs will help TikTok attract more advertisers, but it still has a ways to go before its share of ad revenues can rival Meta鈥檚. The news: TikTok鈥檚 algorithm may not be all-powerful.

This is especially attractive for companies with a number of streaming platforms and linear channels, like The Walt Disney Co. This was originally featured in the eMarketer Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

It seems getting in on the action/huge and growing pot of money, we estimate the retail media in the US is $55 billion business today, accounting for one out of every seven ad dollars. One in every seven go to retail media in the US today. In two years time, will account for one in five. That's all we've got time for this episode. Thank you so much to my guest, thank you to Max. Max Willens:.

From the rise of foldable smartphones, the shift in ad spend from browsers to apps, and the growth of shoppable media, these predictions from our analysts reveal how evolving consumer behavior will impact the mobile market.

On today's episode, we discuss how Amazon's Thursday Night Football rights deal performed this year, the placement of sponsor logos on team uniforms, and superimposing digital logos around sports arenas. "In Other News," we talk about what we expect will happen to TV advertising in the US in 2023 and what to make of Nielsen One Ads now that it's here. Tune in to the discussion with our analysts Paul Verna and Max Willens.

Although its viewership totals trail major FAST competitors like The Roku Channel (87.0 million), Tubi (79.3 million), and Pluto TV (64.8 million), Samsung is positioning itself as a premium and engaging alternative. The broader CTV market is undergoing rapid transformation, with US CTV ad spend projected to surpass traditional TV in 2028, reaching $46.89 billion.

These advertising platforms help financial institutions capitalize on their first-party customer data and offer personalized ads to customers within their channels. Klarna pioneered the model, and it鈥檚 a quickly growing revenue opportunity: From 2024 to 2026, FMN ad spend will grow at a compound annual growth rate (CAGR) of 107% to hit $1.50 billion, per our forecast.

These formats offer interactivity that could work well with ecommerce, especially if combined with Axon鈥檚 consumer insights. These insights also power AppLovin鈥檚 new web ad offering. The ecommerce opportunity could be large. D2C advertisers have been early testers, but retailers are also interested in exploring the RTB app world, and not just for their own ads.