"The retail media landscape has boomed this year, with new retail media networks appearing from every direction. Some of the biggest ones announced this year include American Express' Amex Ads, and WHSmiths' WHS Media. This expansion is increasing opportunities for advertisers and facilitating more effective ad campaigns, with improved targeting opportunities, more channels, and better activation. And as the landscape evolves, new doors continue to open."
"Gen AI is changing the game: data just released by Adobe found that traffic from the technology to retailers grew by 830% year-over-year in the first part of November, as consumers increasingly turn to chatbots to assist them with their shopping. Not only is traffic higher, but conversion rates are too: the data revealed that shoppers who landed on retail sites via an AI service were 30% more likely to convert than those who had arrived via a traditional search."
Q4 seasonal campaigns drove major e-commerce activity, with US online Black Friday spending at USD$11.8bn and global Cyber Monday sales exceeding USD$17bn. Retail media networks expanded rapidly, including launches like American Express' Amex Ads and WHSmiths' WHS Media, increasing targeting, channels, and activation options for advertisers. Generative AI boosted retailer traffic dramatically (Adobe reported an 830% year-over-year rise) and improved conversion outcomes, with AI-referred shoppers 30% more likely to convert than traditional search visitors. Agentic AI developments promise further reinvention of online shopping. Ability to scale will hinge on harmonisation and standardisation across the ecosystem.
Read at Exchangewire
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