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Are we talking with ads? Bill Fisher (23:51):. Without ads. Jennifer Pearson (23:53):. Oh, it's without ads. Bill Fisher (23:54):. Without ads. Yeah. Speaker X (23:57):. [inaudible 00:23:57]. Bill Fisher (23:57):. Okay. Totting up the scores. Well done, Jenny. You did get off the mark. Jennifer Pearson (24:02):. Woo-hoo. Bill Fisher (24:04):.

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.

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.

Ads may not be their primary revenue source. Legacy social platforms get the vast majority of their revenues from advertising; this newer crop will look to commerce, subscriptions, and paid features. Our research on digital trust supports this approach: Adult Gen Z social media users (ages 18 to 25) were more likely than other generations to agree that ads are annoying on most social platforms.

There's some research here basically saying when it comes to ads, funny matters the most. This chart here showing that folks put ads that are funny at the top of their list of ideal ad experiences, according to a 2023 Publicis and Yahoo survey. That's ahead of ads that get to the point quickly, ads with a catchy jingle, ads that tell a story. Number one was make me laugh basically.

Heavy media consumption in Canada across digital and traditional channels has led to a range of effective ad formats for brands.

On today鈥檚 podcast episode, we discuss how some teachers think young people should be approaching GenAI, the differences between younger and older teenagers鈥� social media usage, and how engagement with digital gaming is changing. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, Analyst Paola Flores-Marquez, and Vice President of Research Jennifer Pearson. Listen everywhere and watch on YouTube and Spotify.

Brands will find enhanced opportunities to target customers as Amazon鈥檚 retail media network (RMN) expands its offerings into social channels and connected TV (CTV) with shoppable ads. TV and social media were the top channels in which beauty ads drew audience attention, per an April 2024 CivicScience survey. The beauty path to purchase is becoming more complex.

On today's podcast episode, we discuss who the LGBTQ+ community are, their relationship with advertisers, and what advertisers are getting wrong. "In Other News," we talk about the battle between TikTok and Instagram for young people's attention and which X (formerly Twitter) users are leaving the platform the fastest. Tune in to the discussion with our analyst Paola Flores-Marquez.

By opening up their digital platforms to third-party sellers, retailers can generate high-margin revenues from advertising and marketing services charged to sellers to promote their products both on- and offsite. Amazon has built a commanding lead in this space鈥擜mazon Ads draws more than three-quarters of US retail media ad spend. Walmart鈥檚 ad revenues are growing twice as fast as Amazon鈥檚.

Regulators have been far more critical of Big Tech, mounting investigations and lawsuits that have big implications for advertisers. And as the largest players contend with new legal obligations abroad, advertisers may find themselves in unfamiliar territory navigating legal terms and frameworks. What is antitrust? Antitrust laws aim to preserve market competition and, by extension, consumer choice.

As the international environment looks increasingly unstable, policymakers released a 30-point plan in March 2025 designed to boost consumer spending. Private sector unease.

They're already well versed in dupes and looking for the best possible quality at the lowest possible price, and they're going to continue to carry that over into their spending. Even as they spend more, they're not going to be willing to accept lower quality or same quality for much higher prices. Sara Lebow (15:33):. Yeah. I expect high highs and low lows.

In the same way Gen Alpha was born with a smartphone in their hands, they were born gaming. Marketers need to leverage this by attaching gaming opportunities to brands, the way Lego has on its website, or building experiences within games like Roblox. Interactivity is important beyond gaming as well. As true digital natives, members of Gen Alpha can spot paid promotional content immediately.

The bigger picture: User tracking and ad customization are core to Google鈥檚 business model, and it will likely find new ways to keep tabs on users to keep fueling its ad revenues. Our take: The settlement is a drop in the bucket for a company that raked in $257 billion in revenue last year, per Macrotrends.

Gen Z鈥檚 most common interest in the metaverse is playing video games, according to a YouGov survey. Young people are looking to virtual reality (VR) for gaming and entertainment rather than as a replacement for physical and more typical social media interactions. That presents an ad opportunity, but proceed with caution, since even young people are far from all-in on a VR future.

On today's episode, we discuss what's currently driving retail media, the other retailers outside of Amazon to watch, and what advertisers should be focusing on in this moment. "In Other News," we talk about ads (and influencer content) in Roblox and why Tesla has decided to start advertising for the first time. Tune in to the discussion with our analyst Max Willens.

Well, I was also going to say gaming. That seems like the most fun use of this. I've seen the ads for this on TV, and they'll show someone laying on the couch with the headset on, but then they're just watching the TV.

Streaming services have been under great pressure to reduce expenses this year, causing many to slash original content spending. But AI has powerful creative potential. Companies like Adobe have made strides to make AI commonplace in creative fields, and the technology is already used for many purposes in animation and video game development that could be applied to Disney films.

And that translates to sports betting revenues of about 13 billion. So obviously, the amount in revenue is a fraction of the money that's actually wagered. So we can talk about a market size, say, in terms of the revenues around 13 billion, but that's going to go up to close to 18 billion by 2026. And again, this has gone from virtually zero in 2018. (10:19):.

We forecast its US ad revenues will increase by 36% this year, to $6.83 billion, far outpacing the growth of its rivals. Some speakers advocated for brands to step away from TikTok.

Services like fitness, music streaming, video streaming, game subscriptions, and iCloud don鈥檛 just increase customer lock-in, they can provide recurring revenue as bundled solutions consumers are dependent on.

Social marketers are using organic tactics to build engagement as consumers spend more time in ad-light environments. Community-building, social search, and even commenting will become more important in 2024. Key Question: How can marketers build effective organic marketing strategies and communities in 2024?