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☆ 3 ways buying Vizio would send Walmart's ad business surging and put Amazon on notice
▼ + stars: | 2024-02-15 | by ( Ryan Joe | Lauren Johnson | ) www.businessinsider.com time to read: +4 min

Walmart is reportedly in talks to buy TV manufacturer Vizio for over $2 billion , in an effort to bolster its ad business, according to The Wall Street Journal. Here are three ways Vizio would power-up Walmart's ad business and make it a much bigger competitor to Amazon, according to several ad industry experts. While Walmart buying Vizio would grow its ads business, it would also improve the margins for its current ad business, said Nikhil Raj, chief business officer of adtech company Moloco’s retail media business. The new inventory Walmart would inherit would let it tap TV and branding budgetsIf Walmart buys Vizio, it would inherit connected-TV ad inventory, which it doesn’t currently have. Most of Walmart’s retail media business comes from search ads , though it’s expanded that to include some display and video ads.

Persons: you’ve, there’s, ”, Nikhil Raj, Raj, Walmart.com, ” Raj, doesn’t, it’s, ” Forrester, Nikhil Lai, Eric Franchi, Eric Seufert, Mobile Dev Organizations: Walmart, Wall Street, Amazon, Business, Vizio, CTV, “ Walmart, Walmart Connect, Connect, VC, Mobile Locations: Vizio, Walmart.com, “

Those summaries appear on the top of the Google search homepage, with links to “dig deeper,” according to Google’s overview of SGE. Most significantly, publishers want to be compensated for the content on which Google and other AI companies train their AI tools – a major sticking point around AI. In late September Google announced a new tool, called Google-Extended, that gives publishers the option to block their content from being used by Google to train its AI models. Publishers want clicks to secure advertisers, and showing up in Google search is key to their business. When given the option, websites are blocking their content from being used for AI if doing so doesn’t impact search, according to exclusive data from AI content detector Originality.ai.

Persons: Annegret, Jon Fosse ”, –, Japan –, ”, Danielle Coffey, Forrester, Nikhil Lai, “, Helen Coster, Kenneth Li, Claudia Parsons Organizations: Google, Arena, REUTERS, NPR, The New York Times, Reuters, News Media Alliance, Washington Post, Thomson Locations: Berlin, Germany, United States, India, Japan, Paris, SGE

☆ The $128 billion retail media industry is the hottest space in advertising right now — and its growth tear is coming at the expense of Google and TV
▼ + stars: | 2023-09-02 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +4 min

US search spend on retail media properties is expected to grow 18.7% this year, while search spend outside retail media is expected to grow just 5%, per Insider Intelligence. Despite offering Shopping Ads and analytics and order management tools, industry analysts usually don't consider Google as a retail media operator. AdvertisementAdvertisementHowever, not all retail media spend is coming at the expense of Google and traditional advertising channels. Forrester's second-quarter marketing CMO pulse survey found that the majority of retail media spend is coming from existing trade and shopper marketing budgets. Retailers are cannibalizing those budgets to fuel growth of their retail media networks, said Nikhil Lai, senior analyst at Forrester.

Persons: —, Alex Brownsell, Bill Fisher, Nikhil Lai, Forrester's Lai Organizations: Google, Walmart, Service, Retail, Intelligence, Kroger, Forrester, Apple, Instacart Locations: Amazon, Wall, Silicon, Instacart

☆ Instacart, Walmart, and others are rushing to power streaming TV ads to capture a $5.6 billion opportunity for retail media
▼ + stars: | 2023-04-27 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +4 min

They hope to use shopper data to prove that streaming ads are more effective than linear TV ads. Instacart, Walmart, Kroger, and Best Buy are racking up partnerships with streaming TV companies like Roku and Disney. By partnering with retailers, streaming TV ad sellers can gun for the big budgets that CPG brands spend on linear TV, she said. Streaming ads are often pitched as being more targetable and measurable than linear ads. Both Walmart and Albertsons works with the Trade Desk to target streaming ads.

[1/3] A 3D printed Google logo is placed on the Apple Macbook in this illustration taken April 12, 2020. Apple Inc (AAPL.O), which is steadily growing its nascent advertising business and promoting it as privacy-focused, could be a winner if Google ads become less effective, said Brian Mandelbaum, chief executive of marketing firm Attain. With more options besides Google, publishers will have more transparency over how much they can sell ad space for, and could end up paying less in fees, Mandelbaum said. If Google loses access to data signals, advertisers could see their Google ads become less effective, said Nikhil Lai, senior analyst at research firm Forrester. While the lawsuit settled, the fight is credited with opening the way for other internet innovators, like Google itself.

☆ Tech companies like Amazon and Meta are warning of tough times ahead — and only some are prepared
▼ + stars: | 2022-10-30 | by ( Avery Hartmans | ) www.businessinsider.com time to read: +6 min

While Apple is a "bright spot," Meta, Alphabet, and others are in for a tough few months, analysts say. All signs point to choppy waters ahead — for tech giants, the people they employ, and the users they serve. So, if things are getting bad, how are the big tech companies likely to fare? AppleApple is in the best shape, a "bright spot" amid otherwise grim big tech earnings, Wedbush analyst Dan Ives wrote in a note. Goldman Sachs analysts wrote in a note Tuesday that there's potential for a rebound next year.

☆ Meet 11 adtech companies helping marketers like Nordstrom and P&G supercharge their ads on TikTok
▼ + stars: | 2022-10-26 | by ( Lindsay Rittenhouse | Elizabeth Pham Janowski | ) www.businessinsider.com time to read: +1 min

Insider identified 11 adtech companies helping marketers develop their TikTok strategies. While brand marketers initially flocked to TikTok to grow awareness among Gen Z, they're increasingly seeing TikTok ads drive sales, especially with the popularity of the "TikTok Made Me Buy It" phenomenon. Adtech and marketing tech companies have seized this opportunity and are introducing new products to help marketers succeed on TikTok, whether that's making their TikTok ads perform better, making those ads easier to create, or identifying which influencers are best for a given brand to work with. "A good TikTok adtech company is one that helps realize the fact that, because of data deprecation, creative is the new audience targeting," he said. Insider identified 11 adtech companies helping marketers make their TikTok ad campaigns easier to create and execute, based on conversations with advertisers, analysts, and investment bankers.

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