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This allows it to pair SmartCast viewing behavior with Walmart’s first-party shopping data. Dallaire added that Walmart is pushing the Vizio team to expand the SmartCast OS to more TV brands beyond Vizio, further extending its presence in American households. Why it matters:. It creates an end-to-end closed loop.

We still expect gains—albeit at a slower growth rate—across a variety of digital metrics, including digital ad spending, retail ecommerce, and consumer engagement with digital content. This deck will:. Showcase data illustrating the present and future state of the digital economy.

Germany is seeing the fastest growth in CPG ad spending. Its close neighbors, France and the UK, are seeing CPG investments in digital advertising rising rapidly. But Germany is outpacing them by several percentage points. This may be partly due to the industry’s so far limited investments, leaving more room for growth.

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

But on-site ad inventory is finite, and its worth to advertisers is inextricably tied to ecommerce traffic, which leaves most retailers at a disadvantage. Further adding to on-site woes, advertisers have begun to question the ROI of ads so close to the bottom of the purchase funnel. Retail media’s biggest players are maxing out their owned and operated surfaces.

But on-site ad inventory is finite, and its worth to advertisers is inextricably tied to ecommerce traffic, which leaves most retailers at a disadvantage. Further adding to on-site woes, advertisers have begun to question the ROI of ads so close to the bottom of the purchase funnel. Retail media’s biggest players are maxing out their owned and operated surfaces.

Search will account for 64.0% of retail media next year, as it is heavily tied to product discovery on ecommerce sites. Display will make up 25.0% of retail media ad spending, 11.0% of which will be video. In-store advertising makes up a small but growing share of dollars spent.

Ecommerce is gaining on search advertising. The convenience of ecommerce is challenging traditional search’s dominance, with retail giants like Amazon increasingly catering to B2B buyers. But standardization in measurement remains a challenge, and ecommerce platforms may not yet deliver the same level of returns as open web advertising.

Ä¢¹½AV clients' top 10 '24 topics : CTV led ad growth, AI drove innovation, and retail media surged, while TikTok and Gen Z reshaped the landscape.

Retail media has evolved from ecommerce side hustle into a compelling opportunity to generate high-margin revenues. Retail media has captured the attention of multibrand retailers looking to offset ecommerce margin drains. Across the retail landscape, ecommerce sales penetration continues to inch up, following a major boost during the pandemic.

Nearly half (45%) of advertisers plan to reduce overall ad spend due to financial constraints from tariffs, according to February 2025 data from the Interactive Advertising Bureau (IAB). Nearly three-quarters of advertisers expect ad budgets to shrink less than 10%. However, 22% believe ad budgets could decline by 11% to 20%. This will affect how much ad spend flows into retail media.

Between the lines: As tariffs threaten ad budgets, it’s crucial for advertisers to prove the worth of their retail media campaigns. 94% of advertisers are concerned about the impact of tariffs on ad spending, according to a recent survey from the IAB.

Even an influx of new retail media networks (RMNs) will not chip away at the share of ad spending allocated to the top two powerhouses.