Google is unveiling new shopping capabilities to assist shoppers during the approaching summer sales season, responding to rising interest in online purchasing.

Search Engine Land reported that the new Google tools aid shoppers in finding deals, which will increase competition between retailers.

New deals will be shown in a carousel and organized by product categories.

“Retail advertisers might need to shift more focus towards promoting deals and special offers to appear in these new features,” stated the report.

With 44% of buyers saying deal days make them spend more than usual (according to the Google/Ipsos Deal Days Survey), these tools seek to assist consumers in finding the best bargains among stores.

Search Engine Land assessed that Google is presenting itself as a one-stop shop for finding deals, which might increase its role in the e-commerce sector.

According to April 2024 statistics from YouGov and the Reuters Institute for the Study of Journalism at the University of Oxford, 56% of adults aged 18 to 24 in select nations have used ChatGPT, however this figure declines with age.

According to an EMarketer forecast, “67.7 million people in the US (19.8% of the population) will use ChatGPT at least once per month this year.”

According to the forecast, ChatGPT will be used by 67.6% of US generative AI users this year. The remaining AI users could be using alternatives such as Claude or Perplexity.

“Business leaders should recognize that their employees may not be regular generative AI users yet and find ways to encourage experimentation with the tech,” advises EMarketer.

A B2B influencer is a recognized expert in a certain industry and can help a B2B company stand out in a competitive market.

According to an article at EMarketer, they are chosen based on their credibility in their sector, allowing them to be more effective than a brand alone. They may collaborate to create and distribute social media content and host events and webinars.

Influencer marketing is becoming crucial for B2B business.

“Effective B2B influencer marketing isn’t about celebrity status. In B2B, the focus is on value creation, trust-building, and collaboration,” noted the report.

Micro and niche influencers are selected because of their targeted audiences and subject area expertise. They can be both employees and customers.

US omnichannel retail media ad spending will reach $129.93 billion by 2028, up from $54.85 billion this year, according to an EMarketer forecast.

Data from December 2023 from Skai and the Path to Purchase Institute shows that 81% of advertisers feel retail media is at least “very important” to their strategies.

Retail media websites such as Amazon and Walmart mainly sell products.

“Advertisers are still challenged by how complicated retail media advertising is due to the sheer volume of retail media networks and the lack of standardization over ad formats and measurement,” reported EMarketer.

Instacart is expanding its collaboration with Google Shopping Ads to include YouTube as it seeks to expand its offsite retail media capabilities.

Viewers who click on the advertisement will be taken to an Instacart product page, where they may order the advertised items for same-day delivery, reported EMarketer.

YouTube dominates media consumption: US adults spend an average of 36 minutes per day on the platform, beating Netflix, Hulu, and Facebook, according to an EMarketer forecast, making it an attractive target for advertising.

According to an EMarketer forecast, 87.9% of Gen Zers in the United States use social networks.

This places social media use only behind digital video viewing, but the margin will narrow over the next few years.

“US Gen Zers are most likely to be on YouTube, where 89.3% of the cohort spends time. That’s followed by Instagram (72.5%), TikTok (71.2%), and Snapchat (70.3%),” per EMarketer.

However, according to the report, advertisers should not overlook smaller sites such as Reddit, where Gen Z use is increasing, or Pinterest, where the number of US Gen Z users will equal that of millennials by 2028.

Though virtual reality use among Generation Z lags behind other forms of media, engagement is increasing, and advertisers should monitor the technology as applications become more accessible.

The number of mobile peer-to-peer (P2P) payment users in the United States will expand to nearly three-quarters (74.4%) of all smartphone users by 2028, according to an EMarketer forecast.

EMarketer expects the value of US mobile P2P payments to increase by 14.5% this year, hitting $1.224 trillion.

Gen Z’s adoption of mobile P2P payments in the United States will increase the fastest of any generation between now and 2028, although that growth will drop from 35.8% this year to 6.0% in 2028.

This means that the window of opportunity for marketing to Generation Z is closing, and P2P payment operators should instead focus on targeting Gen Alpha consumers, according to EMarketer’s US Mobile P2P Payments Forecast 2024.

Traditional search – excluding retail media search – will account for the largest percentage of US ad revenue this year, at $90.73 billion, according to an EMarketer March 2024 forecast.

“This year, spending growth on traditional search (8.6%) will trail behind retail media (26.0%), connected TV (CTV) (18.8%), and social (16.0%),” according to EMarketer.

The report noted that by 2026, advertisers will spend more money on social media than traditional search engines.

EMarketer’s March 2024 estimate predicted that Google will receive more than half (50.5%) of all search ad spending this year.

An EMarketer forecast for March 2024 indicates that global ad spend will increase by 9.0% this year.

Its growth is primarily driven by digital ad spend, which is expected to increase 12.2% year on year.

EMarketer’s March 2024 forecast predicts that digital will account for 70.0% of all media ad spend worldwide.

Nearly every country EMarketer tracks will increase digital advertising spending this year except for Argentina.
Global advertising spending will surpass $1 trillion next year.

Brands can no longer rely solely on the feed or Stories to attract users’ attention. According to EMarketers, they are popping up where people spend time, where running a typical ad is not an option, such as a post’s comments area or group chats.

Many users consider comments as crucial as posts when reading through social media. According to a YouGov survey conducted in March 2023, nearly half of US consumers (49%) stated commenting is one of the elements they would most like to see on their ideal social networking site.

According to EMarketer’s July 2023 US Gen Z Social Media poll, more than half (54.2%) of Gen Zers liked or commented on content via social media.

According to a YPulse poll conducted in February 2024, nearly half (45%) of 13 to 39-year-olds have questioned an influencer or normal person where a product in their video came from via a comment. And 75% of those aged 18 to 24 thought the comments section on social media posts provided the greatest recommendations.