Advertising, retail and more

Question 1

Advertising worth globally

Answer 1

Trillion dollars

Question 2

Some challenges with advertising for the younger gen

Answer 2

Younger audiences are spending more time watching short-form mobile videos—versus traditional TV content—and playing video games that are normally less amenable to advertising. Combined with the rise of ad-free streaming, these trends make it harder than ever to reach audiences who can pay to avoid ads, and they raise socioeconomic questions about who has to see them.

Question 3

Where is retail media expanding?

Answer 3

Retail media is expanding to players like rideshare and delivery companies, which know users’ locations and can put relevant ads in the apps at the right time. Hotel chains are doing it, credit card companies and banks are looking at it, and airlines have the potential to get into it—they have screens on planes and in apps, and physical media such as billboards and in-flight magazines in the terminal, on the jet bridge, or on the plane

Question 4

How does retail media give opportunities to the small players

Answer 4

These changes allow small and local businesses into this new advertising ecosystem. They might not spend a million dollars on a TV campaign but may spend a few thousand to create a video ad, maybe with the help of generative AI, and hyper-target it.

Question 5

How big is the US Retail media market

Answer 5

The $45 billion US retail media market is surging as retailers capitalize on the consumer shift to e-commerce while offering advertisers access to their unique audiences and data insights