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This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends. To help you finish 2024 strong, and start 2025 off on the right foot, articles like this one鈥攄elivering the latest news and insights鈥攁re completely free through January 31, 2025.

For consumer packaged goods (CPG) advertisers, retail media will become a key piece of search and display expenditures. In 2024, CPG advertisers will spend C$2.86 billion on digital formats, a growing share of which will be on ecommerce sites that transact a growing share of CPG sales. Smarter TVs mean even more streaming. Smart TV penetration continues to climb.

Samsung Ads launches Creative Canvas to streamline interactive CTV ads: It aims to capture midmarket brands focused on speed and engagement.

They want to be the brand, whether the product is content or consumer goods鈥攐r both. For example, Jimmy 鈥淢rBeast鈥� Donaldson has parlayed his YouTube fame to a product line (Feastables chocolate) and a high-profile reality show deal with Amazon Prime Video.

惭补肠测鈥檚 advertising business also grew during the quarter: Sales rose 13.9% YoY to $41 million, although that was not enough to offset the $22 million (15.5%) YoY decline in credit card revenues. Our take: Accounting issues aside, 惭补肠测鈥檚 turnaround plan appears to be working.

Key takeaway: While traffic scale is important, our 2023 CPG Retail Media Networks Perception Benchmark found that traffic quality was the most important attribute of a RMN to CPG ad buyers.

TikTok Shop wants to be a holiday season shopping hub: The platform鈥檚 Brand Palooza campaign features steep discounts, an extended returns window, and TikTok Lives from celebrities, brands, and creators.

US ecommerce sales rose 22% YoY, thanks to strong adoption for its pickup and delivery services as well as growth in its marketplace and advertising businesses. Marketplace sales grew 42% YoY, marking the fifth-straight quarter of growth over 30%.

Park said Yum Brands is using a mix of internally developed and third-party AI tools to manage multiple stages of the advertising process, from delivering messages to users to generating the content. AI-powered campaigns 鈥済enerate double-digit increases for us in consumer engagement, leading to more increased purchases,鈥� Park said.

Many top social advertisers鈥拦别迟补颈濒别谤蝉, consumer packaged goods (CPG), and small businesses鈥攚ill be hit hard by tariffs. But social is a flexible channel: As some advertisers pull back, others will seize lower prices. Although Meta and TikTok now rely on Chinese retail advertisers like Temu and Shein, their scale, performance, and huge, diverse user bases should serve them well.

A record number of people plan to shop over the Cyber Five: The NRF鈥檚 forecast dovetails with stronger-than-expected October sales, suggesting retailers have momentum heading into the holidays.

Amazon is on a never-ending mission to speed up delivery: The retailer鈥檚 latest initiatives, including smart glasses and streamlined grocery fulfillment, will help cut costs and encourage shoppers to order more鈥攁nd more often.

Our take: Luxury brands or other discretionary spending-focused advertisers might skip out on linear eventually since they don鈥檛 need to reach lower-income consumers, but companies in sectors like consumer packaged goods can still benefit from making inroads with those who refuse to cut the cord.

But it could also go the other way, making CPGs feel that they have to advertise on retailers鈥� platforms to secure more favorable positioning鈥攎uch like advertising on Amazon has become a near-necessity for sellers looking to get in front of shoppers.

Alibaba and JD.com tout Singles Day successes, but the data is murky: While transactions rose 27% YoY, the sale was 10 days longer than last year, making it an uncertain gauge of consumer sentiment.

With 65.9% of digital ad dollars spent in the US this year going to mobile, according to our March 2024 forecast, brands must find ways for their mobile ads to stand out. Interactive ads can do that for brands, but the successful types vary between industries.

The company has also made several upgrades to its ad platform, including self-serve ad products with a consumer packaged goods ads manager, third-party platform partnerships with Pacvue and Flywheel, and API integrations. In addition, DoorDash鈥檚 self-serve Sponsored Listings have been expanded to Canada and Australia.

Gaming in Canada has developed into an important advertising opportunity as audiences grow and in-game ads gain traction with mobile users.