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And Spotify now even has video clips that can be skipped by swiping up. And then, C, general focus, just a general focus on short videos across the board, across many platforms. But, Debbie, you mentioned time spent. You've just written a report about time spent on TikTok. What to you are some of the most interesting findings from that research? Debra Aho Williamson:.

Even non-video like Spotify had a price hike recently. But Disney had one of the steepest ones. I think it was a $3 increase for the ad-free version of Disney+ and for Hulu as well. Marcus Johnson:. It went from 8 to 11, yes, last December. And then will go up again. Daniel Konstantinovic:. Well, and again now. Yeah, it'll go up again in October, I believe. Marcus Johnson:. Yes, 11 to 14.

And then of course, digital audio, the Spotifys of the world, incredibly popular. Both of these things rank very, very highly. Among users digital audio gets one hour and 52 minutes a day. And for radio listeners, those who actively listen to the radio, it's one hour and 41 minutes a day.

Andrew believes that digital advertising's next tier is in tech, retail, and streaming, but notes that advertising is not the primary business of most of these next tier [00:03:30] players, like Amazon, Walmart, Instacart, Apple, Microsoft, Hulu, Spotify, TikTok, and Netflix.

It's very hard to track how your return on investment, et cetera, and digital audio is complicated by the fact that the leading platforms like Spotify are more interested in subscriber fee-based subscriptions than ad revenue, so they want you to pay to not hear ads.

You can get a free trial period to Sirius XM or maybe Spotify, but Paramount Plus I think is the big video streaming one. Sara Lebow:. Yeah. Free gifts have long been a staple of Sephora's loyalty program that I know people get excited about. Having Walmart do that with CPG products could be pretty cool. That Oreo flavor we mentioned we did talk about a few weeks ago, blackout cake flavor cream Oreo.