Brands Shift Ad Spend to Retail Media and Social Amid Q4 Uncertainty
· 2h ago · Originally reported by Digiday
Brands are directing more advertising budgets toward retail media and social platforms as the fourth quarter progresses. Media buyers note that while these channels remain popular, the upcoming midterm elections are causing some caution in overall spending.
Why it matters
Understanding where brands are allocating ad budgets helps marketers and tech providers anticipate demand and adjust strategies, especially during periods of uncertainty like election seasons.
Explain it like I’m new here
It's like shoppers picking their favorite stores, but being careful because a big event might change what they buy.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
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