Source: Airbnb
Ad tech company The Trade Desk and grocery intermediary Instacart teamed up in October to improve the latter’s retail media offerings through improved metrics.
Why it works: Retail media data is in demand.
- Instacart will generate $1.18 billion in US retail media ad revenues next year, making it the fourth-largest retail media network we track in terms of revenues, according to our forecast. That’s a growth of 25.5%.
- But retail media growth is limited by the measurement capabilities each network can deliver, as well as the lack of standardization across networks. Ad tech partnerships can serve to remedy these issues.
Meta is allowing Amazon shoppers to buy products on Facebook and Instagram without leaving the platforms.
Why it works: Both brands are massive.
- The partnership offers a massive audience of potential customers for Amazon and its advertisers. Next year, Amazon will have 181.4 million Prime users in the US, according to our forecast. Facebook will have 177.6 million users and Instagram will have 140.3 million users (many of whom will overlap with Facebook).
- Meta will have a chance to boost its projected $62.70 billion in 2024 ad revenues.
- But Meta is effectively handing some revenues to its competitor, Amazon. Meta has been somewhat strong-armed into this partnership by the potential success of TikTok Shop over Facebook and Instagram.
Superstar Taylor Swift’s romantic partnership with NFL player Travis Kelce isn’t exactly a brand collab, but marketers have certainly been viewing it that way. Brands like State Farm and Arby’s have built campaigns around the couple’s publicity.
Why it works: It’s a love story, baby.
- It may have been a Barbie girl summer, but it was also a Taylor Swift summer. The singer ranked as Gen Z’s favorite celebrity, according to Piper Sandler.
- And it’s arguably always NFL autumn. This Thanksgiving, viewership broke records, averaging 34.1 million viewers across three games, according to the league.
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