Max Willens

2 months ago | emarketer.com | Max Willens

But even with this downward revision, we still expect retail media to remain one of the fastest-growing segments of the media ecosystem. Advertisers will spend more than $62 billion on retail media in 2025, an increase of more than $10 billion YoY. The channel’s growth prospects will be somewhat tempered by issues like advertisers’ struggles with retail media’s lack of standardization and measurement challenges.

Jan 23, 2025 | emarketer.com | Max Willens

Digital audio ad sellers must fight an unusually steep uphill battle to grow their businesses. In addition to concerns over audio's creative limitations relative to other digital formats, many of the format’s largest services were launched as ad-free, subscription-focused products. Most of the largest services—now well over a decade old—have run out of easy user growth opportunities.

Jan 15, 2025 | emarketer.com | Max Willens

Google hesitated to dive into generative search until pushed by OpenAI, Microsoft, and a raft of smaller companies, such as Perplexity with their AI-powered search tools. That hesitation is gone. Google AI Overviews (AIO) has been broadly released in 100 countries and appeared in 33% of keywords in November 2024, according to SEO platform BrightEdge. And despite the influx of new AI-first competitors, Google’s share of search remains undiminished.

Nov 19, 2024 | emarketer.com | Max Willens

Retail media has swallowed up the shopper and trade marketing budgets of CPG brands. But as RMNs vie for bigger shares of ad budgets, they face increasingly urgent demands from advertisers to prove that their spending delivers results. To satisfy advertisers’ demands, retailers will further invest in measurement and augment their offerings by incorporating tools and channels that help demonstrate incrementality. Incrementality is the top KPI for RMN advertisers, but it’s not the only one.

Oct 27, 2024 | emarketer.com | Max Willens

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