蘑菇AV

The platforms鈥� short-video craze will cool. Reels is now revenue-neutral, but reports hint that Meta is struggling to convince advertisers that Reels can drive performance.

Meta accounts for 19.5% of US digital ad spend, despite US adults spending only 7.6% of their time with digital media on the platform, according to our forecasts.

Alibaba and JD.com, China鈥檚 other ecommerce giants, never gained substantial traction in the US, partly due to their lack of spending to acquire customers. US-based Wish spent heavily on digital ads and rode the pandemic-driven ecommerce boom to an IPO鈥攂ut has since lost its way.

Shoppers are relying on their smartphones more, as enhancements in mobile payments, social media checkout, and retailer apps make purchases easier than ever. This year, US shoppers will spend $558.29 billion on their mobile devices, accounting for 44.6% of overall ecommerce sales, according to our November 2023 forecast. We delve into the consumer embrace of mcommerce, unpacking three key drivers.

For brands, working with influencers was once an experimental addition to their media plans, but growth in influencer marketing spend is now outpacing its digital and social counterparts, per our forecast. While influencer partnerships still account for a significantly smaller part of the media mix, their growth is a sign that the industry is maturing鈥攁nd more legacy advertisers want in.

Our view: Uncertainty around TikTok and Meta are spurring further diversification in the ad market. While Meta and Google will remain the largest ad platforms鈥攁s well as the biggest financial beneficiaries of a TikTok 产补苍鈥�advertisers are looking for alternative places to spend their dollars. This was originally featured in the 蘑菇AV Daily newsletter.

Steep discounts drove shoppers to spend on Cyber Monday: The Monday after Thanksgiving is poised to be the biggest online shopping day in US history.

Zooming out: Instagram is trying to capture market share from TikTok, which faces a looming US ban, by adding new features like Spotify integration and resetting content recommendations. Our take: Trial Reels represents Meta's effort to compete with TikTok by addressing creator anxieties about experimentation and performance.

Google and Meta will account for just over 50% of worldwide digital ad spending in 2024, marginally higher than their 47% share in the US market. Amazon鈥檚 share will be much lower (8.8%)鈥攁lthough it will be among the leaders in revenue growth.

Here鈥檚 what a TikTok-less America would look like for marketers, users, and creators, based on our latest forecasts.

For Threads to truly succeed, Meta will need to provide more robust analytics and creator tools while clarifying its position in the social media landscape鈥攁nd give advertisers more of a reason to adopt the platform. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

On today鈥檚 episode, host Bill Fisher is joined by our analysts Paul Briggs and Man-Chung Cheung and forecasting writer Ethan Cramer-Flood to talk about the TikTok bans currently in place around the world. They consider if the pressure building on TikTok in the US could fan out to other countries.

TikTok Shop drove $100 million in Black Friday sales: Efforts to introduce social commerce to users are working, but the ban looms large.

驰辞耻罢耻产别鈥檚 ad business took a hit in the latter half of 2022, with revenues down year over year in both Q3 and Q4. The company has since hired a new CEO, hiked YouTube TV prices, and introduced podcasts to YouTube Music to try to reverse the downward trend.

US adults will spend 7 more minutes per day with media in 2024 than they did in 2023, confounding expectations of a post-pandemic reduction in screen and audio time.

With divestiture unlikely, TikTok faces removal from US app stores, sparking uncertainty for creators, advertisers, and global regulation in an increasingly tense US-China standoff

TikTok aims to generate $20 billion in sales via TikTok Shop, and is expected to launch its own US ecommerce store soon. The platform is also leveraging new search features to become a hub for retail ecommerce. TikTok is also pushing new AI ad tools, and getting involved in a host of new media ventures. Here鈥檚 what the platform has been up to over the past month.

TikTok integrates with Nielsen ONE: Advertisers can measure and compare campaign performance across digital, linear TV, and CTV platforms.

More than 4 in 10 (42% of) creators worldwide making $100,000 or more per year would lose at least $50,000 without access to YouTube鈥攈igher than Instagram, TikTok, and Facebook. US creators increasingly expect to get paid for content鈥攕o they value features like the ability to gate their content.

A January Harvard University study found that social media companies generated $11 billion in US advertising revenues from minors in 2023. Marketers will have to adjust their strategies accordingly. Some may choose to target older consumers, while others could shift budgets away from social media toward channels like connected TVs, which offer access to young demographics with fewer restrictions.