Why retail media?; Aligning ad money with CTV’s scale

Plus: AI conversations, the changes Gen Z is driving, and branded jingles at self-checkout [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis JUNE 22, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Can’t find the kind of pepper you need for your chili? A seed bank in Taiwan has [more types of chili peppers]( than anywhere else in the world. The spicy specimens are cataloged for studies and in case of climate disaster. But don’t worry about bringing a glass of milk—you can’t taste test the peppers. Was this email forwarded to you? Sign up [here](. TOP STORY [Why retail media, and why now?]( Retail media spans a broad and growing merchant list, from marketplaces (Amazon) to department stores (Macy’s) to ride-sharing apps (Uber). In fact, 40% of US retailers are offering some inventory through their retail media platforms, according to Publicis Groupe’s retail media platform CitrusAd, powered by Epsilon. While some companies might not have the scale to launch their own networks, there may still be room for them to play in the retail media ad space. [Keep reading]( NEWS AND VIEWS [Omnicom Group to integrate Google’s AI tools](Our view: Image generator Imagen and large language model PaLM 2, both of which are being trained on copyright-free material, will be added. Despite initial concerns of IP violations, 65% of US brand marketers are excited to use generative AI to create and scale content faster, according to Sitecore.  [TikTok launches ‘Trendy Beat’ to compete with Shein, Temu]( Our view: TikTok’s new shopping section in the UK features popular items seen on videos. Purchases will be fulfilled by a ByteDance-owned company, laying the foundation for selling its own products. TikTok recently launched [TikTok Shop](, which relies on third-party sellers, to a tepid merchant response. [Meet the most innovative CMOs](Our view: Insider’s rundown of key marketing leaders highlights some key attributes among these top CMOs, including maintaining sales during a tough economy and positioning their brands to win in the digital world. ANALYSIS [Advertisers struggle to align ad dollars with the scale of CTV]( Over a quarter of digital time is spent with a connected TV (CTV), but less than 10% of US digital ad dollars flow into CTV. Advertisers underindex in buying CTV. They will spend 65.6% of digital advertising dollars in mobile and 9.5% on CTV this year, while CTV will surpass a quarter of digital time spent. That’s not for lack of trying, as the frenzy over CTV ads and higher prices for inventory indicate. The high level of subscription OTT video viewing—about1 hour, 30 minutesper day—limits ad opportunities, although CTVs host a range of programming with ads. [Keep reading]( THINGS TO KNOW 🎰 [Microsoft Audience Network’s policy update greenlights gambling, vitamin ads]( 🔏 [Reddit blackouts may harm its relationship with advertisers](   📽️ [Instagram Reels can now be reshared outside the app]( 🎨 [Patreon tests free memberships as TikTok, Instagram add paid optionsÂ]( 🦺 [Pinterest rallies peers for safer, healthier internet]( PODCAST [Behind the Numbers: The Daily]( AI conversations, the changes Gen Z is driving, and branded jingles at self-checkout. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Safety dance: Which brand said it wouldn’t be involved in so-called controversial advertising, especially during the 2024 presidential election cycle, saying it was “a simple beverage”? A) PepsiCo B) Coca-Cola C) Keurig Dr Pepper D) Nestlé [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, 11 Times Square, New York, NY 10036 [LiveIntent Logo]( [AdChoices Logo](