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Influencer marketing spending: This refers to revenues generated by US-based creators or influencers via payments received from brands to promote products and services on social media; excludes noncash payments such as free products or trips; excludes branded content amplified as paid media; includes video platforms with primarily user-generated content (e.g., Twitch, YouTube).

Viewers over 35 tend to value trustworthiness and storytelling in emotional content, while younger viewers prioritize creativity and personal relevance, per YouTube. 2. Consumers want to feel included. Key stat: 55% of EMEA viewers across all platforms make content choices that create a sense of belonging, per YouTube.

They are drawn to TikTok鈥檚 short-video format and music-centric user-generated content, since copied by Instagram Reels and YouTube Shorts. Despite remarkable user growth, advertisers have concerns about regulatory scrutiny of TikTok. The company is under investigation by the federal government for national security reasons, similar to concerns among US regulators.

Gen Z鈥檚 complicated path to purchase leans heavily on digital platforms and channels. But offline resources still play a key role.

Our definition excludes in-store purchases inspired by social media and purchases made from YouTube. It also excludes travel and event tickets; tips; digital goods or nonfungible tokens; subscriptions; payments such as bill pay, taxes, or money transfers; food services and drinking place sales; and gambling and other vice goods sales.

Yeah, that's fascinating for American girl because people have been making YouTube content of American Girl dolls since I was a kid, since YouTube started existing, I guess. That has been around for a long time, and it's smart of the brand to capitalize on that. Zia Daniell Wigder (05:18):. Yeah. And it's not just the girls who are doing it, but the parents as well, which is interesting.

We estimate that YouTube accounts for about a quarter of Google鈥檚 ad business in Canada. Meta revenues account for more than a quarter of digital ad spending. They will exceed C$4 billion ($3 billion) this year and experience near double-digit annual growth in 2025 and 2026.

Shopping has spread across the entire social ecosystem. Our survey of social shoppers found that the kinds of goods and services people buy differ meaningfully across the platforms.

The NFL's appeal to streaming platforms is already clear: YouTube TV saw its memberships jump 50% after acquiring NFL Sunday Ticket rights, accumulating 35 billion hours of sports content viewership. Meanwhile, Netflix's recent entry into football programming has helped double its upfront ad sales, with NFL content being a major driver of advertiser interest.

After more than a decade of healthy, double-digit compound annual growth, ad spending on digital audio services slowed dramatically in 2023, downshifting the space into a new era

Ads Creative Studio facilitates the creation of multiple YouTube video ad versions and customization of display ads. Automated Ad Campaigns (high impact, easy to implement). Why genAI? GenAI offers powerful tools for each stage of the ad campaign process and can significantly enhance ad creation, assist with placement decisions, and contribute to ongoing optimization.

Facebook, YouTube, Instagram, and TikTok were the most frequently used platforms for social commerce. And Gen Z consumers are much more likely to shop via social. Among the 18- to 24-year-olds polled in August 2024, nearly 70% (68.6%) had made a purchase on one of the nine social platforms.

Advertisers and tech vendors look to capitalize on CTV鈥檚 growing importance in digital advertising.

That puts LinkedIn in the top spot, ahead of larger rivals like Instagram (68%) and YouTube (52%). Influencer marketing has come to LinkedIn. LinkedIn isn鈥檛 the first platform to come to mind when discussing the creator economy. But it has made investments in this space over the past few years, and creators have taken notice.

A recent post on X from Raymond Hill, the creator of popular extension uBlocker, claimed that its deprecation on the Chrome web store had begun, leading to speculation that Google could phase out ad blockers on Chrome as it has done for YouTube.

According to 2023 Nielsen data, Black US consumers primarily discover new music through video platforms like YouTube (55%) and social media channels (53.5%). Music discovery is a significant draw for TikTok users, with 27% of US adults specifically citing the platform as a way to hear new music they haven鈥檛 encountered before.

Amazon will grow its worldwide ad revenues by 26.4% this year, easily outpacing Meta (16.8%) and Google (9.9%, including YouTube). However, the legacy duopoly is building off such a massive base that Amazon will actually fall further behind Meta and hardly gain on Google. Meta鈥檚 $95 billion lead on Amazon this year will turn into a $98 billion lead by 2026, despite Amazon鈥檚 much faster growth.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

A class action lawsuit against Google has big implications: Big tech鈥檚 streak of regulatory woes continues, even with change in US leadership.

However, data from other Google-owned platforms like YouTube could help plug the gap. Google could be forced to stop requiring web publishers to let their content be used in its AI Overviews summaries or be left out of search results.