What is shoppable media and which formats have the most potential?

Sometimes two is better than one. Especially when trying to capture consumer attention in a world of seemingly endless options. Here are four retail partnerships we think could occur in 2024, ranked from most likely to happen (e.g., Pinterest and Ikea) to least likely (e.g., Chewy and Blue Apron), and why we think they make sense.

The US’ second-biggest ad market rallied in 2023 thanks to ad buyers in China and investments in automation paying off.

“Despite lingering inflation, relatively sluggish consumer confidence, and shrinking excess savings, people still pulled out their wallets for the holidays,” our analyst Zak Stambor said on an episode of the “Behind the Numbers: Reimagining Retail” podcast. Because it’s never too early to start planning for the biggest retail period, here are four predictions for the 2024 holiday season.

The pace of change in social media won’t slow in 2024. The rising number of disruptors—whether it’s AI, creators, social search, or TikTok Shop—will both reshape old trends and create new ones.

The ad spending winter of 2022 and early 2023 was mild and short-lived, as we predicted. And after a solid H2 2023, things are looking up across the board for 2024.

Earlier this month, Pinterest hosted its Pinterest Predicts pop-up event, a showcase in New York City combining trends, predictions, photo ops, and shoppable displays. The pop-up offered insights into what experiential social commerce can be, and how brands can offer retail experiences without needing to stock products.

TikTok is taking the lead on social commerce: But Meta, Pinterest, and Snap are trying to take back the spotlight by partnering with Amazon and focusing on shoppable ads.

Despite a slowdown in smartphone sales, innovations in advertising, commerce, AI, and even device form-factors will drive mcommerce and mobile advertising growth in 2024.

Roku and The Coca-Cola Co. are using shoppable media to target consumers at home during the holidays, while Saks Fifth Avenue and Dior are celebrating 70 years of partnership with a first-of-its-kind ecommerce pop-up. Plus, Uber is leveraging the “Real Housewives” franchise to build up its ad business.

Social commerce has yet to reach its potential in the UK. Social buying is still on the rise—and there is plenty of headroom to grow spend.

Ad spending growth is tapering off, but major changes are coming to the market, including the deprecation of third-party identifiers, a new era in TV ad measurement, and growing use of AI in advertising.

How does social media influence Gen Z’s customer journey?

On today's podcast episode, we discuss whether Amazon's online sales business glass is half full (or half empty), if you should advertise on Amazon without selling there, and how much offering primary care to Prime members can move the needle. "In Other News," we talk about Bed Bath & Beyond's marketing, its comeback, and why Pinterest beat everyone's expectations. Tune in to the discussion with our director of Briefings Jeremy Goldman and analyst Zak Stambor.

Amazon turns to Meta, Snap partnerships to keep TikTok at bay: As the retailer moves in on social commerce, TikTok is beefing up its supply chain.

Defying global challenges, Pinterest excels in Q3: Innovations and strategic partnerships bolster its market position.

Gen Z’s attention is split across social media for shopping and search: The cohort’s use of multiple social networks spells opportunity for platforms and advertisers.

US annual social commerce sales per buyer will nearly double from $627.8 in 2023 to $1,223.7 in 2027, according to our forecast.

The vast majority (96%) of Pinterest searches are unbranded, said Brittan Bushman, Pinterst’s director of strategy, during a session at Advertising Week New York 2023. This means that consumers turn to Pinterest to learn what kinds of products are out there, unlike traditional search engines like Google, where they go to refine their search for something they already know exists.

On today's podcast episode, we discuss how creators are evolving; why YouTube is white space for many marketers; and how marketers, social platforms, and media companies should shift their strategies. "In Other News," we talk about what freedom of speech actually means on social media and why TikTok and Pinterest are taking different approaches to social commerce. Tune in to the discussion with our analyst Jasmine Enberg.