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鈥淚f you鈥檙e a marketer looking to reach Gen Z, you need to be everywhere,鈥� our analyst Blake Droesch said. Although Gen Z is known to spend a significant amount of time on social media, tapped into newer buying behavior such as social commerce, they also rely on physical stores. Here are three ways Gen Z鈥檚 path to purchase stands out.

Entertainment includes amusement and recreation, box office, film, music, OTT video platforms, sporting events and ticketing, and video games (excluding video game hardware).

Last week, YouTube announced excluded themes at Brand Safety Summit, providing a way for advertisers to keep their ads from showing up next to news, gaming, health, or political content by checking a box. The updates should help brands looking to avoid unsavory contexts when serving ads, though this relies on YouTube鈥檚 ability to classify these categories correctly.

They will spend $30.14 billion on Instagram this year compared with an expected $8.66 billion on TikTok, per our forecast. Both will see double-digit growth in ad revenues in 2024 and 2025. Making sense of it: It鈥檚 imperative for marketers to understand how Gen Z uses TikTok and Instagram so they can align their strategies鈥攂oth paid and organic鈥攚ith usage patterns.

Linear TV has been the bread and butter of upfront advertising. Although linear TV is declining, upfront spending will outlive it as commitments shift to digital inventory.

Especially among digital natives like Gen Zers, the amount of time they spend online makes them crave real-world interactions even more, noted Harms of Archrival.

As ecommerce growth returns to pre-pandemic levels, it will continue to drive total retail sales over the next few years. Retailers looking to drive sales need to focus on a seamless omnichannel experience and use deals to convince consumers to spend. Meanwhile, retail media鈥檚 growth shows no signs of slowing, but advertisers and retailers must work together to ensure future success.

Yeah, I mean, I've been fascinated by Netflix's gaming effort for a while now, and something we've been writing about a lot in the marketing and advertising briefing is that gaming, it's major entertainment in the same way that TV and movies are. But the economics of game development are vastly different.

Do you think game developers are going to have to have that kind of scale before they're able to attract those ad dollars, those brand dollars in particular? Yory Wurmser (15:04):. Well, gaming has huge scale. Scale has never really been the problem. It's been more the formats, the fact that gamers while they're playing don't like interruptions.

On today's episode, we discuss whether the most watched program in the US (the NFL) has a looming viewership problem, Disney+ and Hulu joining forces, whether the free returns party is over, ride-hailing apps giving mixed messages, YouTube viewership on TV screens, the best-selling video games in history, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Ross Benes and Paul Verna.

They have invested a lot of money into video games and acquiring video game studios and building two of their own video game studios, and it's still basically widely inaccessible to the majority of Netflix subscribers who can only play these games on your phone. They're not yet on TVs or on the Netflix app and there is no bundled service.

Audio and navigation are here today, but video and gaming are coming. Multiscreen cars and limited autonomous driving remain uncommon, so video is still less important than streaming audio services and navigation services鈥攂ut this will change rapidly.

Every single year we've done this report, if you ask people, "Are you spending less time on social media?" They say, "Yes, of course, we are." But then when you actually look at it, they're probably not. They might actually be spending more. But we're seeing a widespread behavior change.

Even as TikTok ad revenues tick up, Meta will still account for 75.0% US ad dollars spent on social media this year, according to our forecast.

People are spending more time in group chats and DMs. Earlier this year, a New York Times Magazine headline declared that 鈥済roup chats rule the world.鈥� Users are spending more time in private messaging spaces such as texts, Instagram DMs, WhatsApp, and platforms like Discord. These spaces are a reprieve from the onslaught of influencer posts, ads, and divisiveness common on social feeds.

Gaming. We don鈥檛 have age breakouts on gaming, but members of Gen Alpha are likely to play games like Minecraft, Roblox, and Fortnite, where top activities include adventuring, building, and creating, per GWI. Nearly 3 in 10 (26%) Gen Alphas live in households with VR headsets, per Morning Consult.

Cooking and video games are two of the most popular categories among Gen Z and millennials on YouTube when they鈥檙e looking to learn something new, per YPulse, while fashion and beauty is No. 1 on TikTok. Methodology.

From gaming to streaming video and podcasts

On today's podcast episode, we discuss the speed of AI adoption, what to make of ChatGPT's engagement lull, and how Nvidia is shaping AI's future. "In Other News," we talk about how Roblox's AI assistant could transform gaming and how Amazon is using its neural network to improve the NFL's game-watching experience. Tune in to the discussion with our analysts Jacob Bourne and Gadjo Sevilla.

Entertainment: Includes amusement and recreation, box office, film, music, OTT video platforms, sporting events and ticketing, and video games (excluding video game hardware).

You spend more time, like an hour a day, scrolling through TikTok videos or looking through an Instagram feed. I just think it takes more ownership from people, but email is a necessity and it should not go away. Please. Marcus Johnson:. I thought he was talking about the general public, but when he said you spend your day scrolling through TikTok, I was like, he's talking about Bill specifically.

Ebay鈥檚 ad revenue growth has been a bright spot for the company, and more sellers are getting on board as it rolls out new products and improvements. Etsy requires sellers above a certain threshold to spend a portion of their revenues on advertising with its media network. Competition is expanding the scope of retail media offerings.

For example, a 40-year-old mother in a major city will have different spending power than a 20-year-old mother in a rural area. Tailoring campaigns to specific demographics is key. Sources. Edison Research. GSMA. Pew Research Center.

And revenue wise, we expect LinkedIn's ad revenues to grow 14% this year. It's up from nine last year, and it has a bigger slice of the ad pie than Hulu, biggest slice than Walmart and a bigger slice than Pinterest and makes as much money from ads as Roku and Snapchat. If you combine the two, that'd be a fun app.