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The news: Spotify rolled out a number of major ad platform upgrades aimed at closing the gap between audio engagement and advertising investment. Spotify Ad Exchange (SAX) is now live globally, following North American testing with The Trade Desk. It integrates with Google DV360, Magnite, and soon Yahoo DSP and Adform, expanding Spotify鈥檚 programmatic reach.

The final say: Perception equals reality on social media. And with Musk continuing to use the platform to perpetuate his own ideology, it鈥檚 hard to imagine that liberal and moderate voices on Twitter will get the same airtime as those that align with Musk鈥檚 political views.

I think the time spent, the engagement story is really important and I think it's one of the major reasons why I think this rebrand does make sense. It does. What does, for example, Netflix do so well? It provides all sorts of different types of programming. We spoke about demographics, it does that whether it's for kids or young adults or adults, and I think this rebrand does help. It really does.

When it鈥檚 successful, co-branded creative can effectively drive consumer engagement and business outcomes. 鈥淐o-branded content is essential for retail media success,鈥� said MacDonald. 鈥淚t allows brands to tap into each other鈥檚 audiences, broadening their customer bases while still delivering hyper-relevant content.鈥�. This leads to increased consumer trust and a boost in sales, he said.

Marketers have embraced social media as an advertising platform, with good reason. Social media ads pack a punch with a multiplier of 6.4, according to DISQO鈥檚 latest Social Media Benchmarks report. TikTok鈥檚 explosive growth over the past few years sheds light on the influence of the medium overall in consumers鈥� lives.

Plus, having a mix of positive and negative reviews can heighten trust and deepen engagement. Influencer fatigue isn鈥檛 new. Controversies like Tarte鈥檚 recent influencer trip to Dubai, along with the influx of sponsored content on social media, have reignited the flame.

I think what we might see happen is this focus on automation could initially enhance engagement, but if you think about it, again, social media is released about people interacting with each other. So too much artificial content could also distract from this user engagement in terms of people really wanting to express themselves and hear what others have to say.

The news: Social media management platform Later is acquiring influencer app Mavely for $250 million, marking a significant move to integrate full-funnel marketing capabilities with creator monetization. Later's workforce will expand to 375 with the addition of 75 Mavely staffers. Mavely paid $16 million in commissions to 85,000 creators in H1 2024.

As it diversifies revenue streams and strengthens its user base, Snap might just defy the odds and find a way to thrive in an increasingly competitive social media landscape.

The political advertising landscape on social media is fraught with challenges, including concerns over AI-driven misinformation, varying policies on political ads across platforms, and instability in social networks like X (formerly Twitter), leading to cautious campaign strategies in this domain.

As AI-powered AR glasses become more commonplace and as spatial computing platforms mature, new channels for advertising and consumer engagement will be created鈥攖hrough gamified experiences, for example. AI makes TV searchable and smarter. Google brings Gemini to the big screen.

Teenagers are just as likely to use the internet as are older cohorts, as social media grabs their attention and smartphones reach increasingly younger age groups. Click here to view our full forecast for Canada internet users by age. Smartphone penetration is almost on a par with internet usage.

DOOH ads were more favorable than ads on TV/video (50%), social media (48%), online (37%), audio (32%), and print (31%), according to the OAAA and The Harris Poll study.

The bottom line: UGC is a powerful tool for boosting consumer engagement and trust, and it can lead to purchases down the line. However, for maximum effectiveness, brands should be leveraging UGC outside of owned channels, specifically on platforms where they know consumers are engaged. This was originally featured in the Retail Daily newsletter.

Particularly in the social media sphere, the uptake of video-heavy platforms among Gen Zers and millennials is marked. Germany鈥檚 digital shift sustains total media time. Germany started its digital pivot later than the UK and France, but its current pace of change is strong. This is likely what鈥檚 keeping Germany above its 2019 total media time spent figure.

Financial institutions鈥� compliance processes need to be agile to quickly assess and determine if they can work effectively within the risks of the next social media innovation. If Meta adds the functions that financial services firms require for regulatory compliance, there鈥檚 room for both Twitter and Threads in their social media strategies.

Disney+, capturing 30% of Gen Z users, struggles to maintain engagement with the youngest audiences. US children under 12 prefer YouTube, which has 28.6 million viewers, followed by Netflix (17.2 million) and Disney+ (15.6 million); see chart below. Why it matters: This shift has profound implications for Disney.

On today's podcast episode, we discuss how advertisers should adjust their plans based on social video time's slowing growth, whether people will spend more social media time on connected TVs, and the ratio between ad spend and time spent on social networks. "In Other News," we talk about whether TikTok can become a more traditional social network and getting paid to watch ads on a new socially conscious social media app. Tune in to the discussion with our analyst Debra Aho Williamson.

Mobile and social media are dominating the marketing mix. Mobile devices are more central to the buyer鈥檚 journey, creating a greater need for mobile-friendly content and communication. Social media platforms also play a crucial role with buyers during their journey. Buyers use them for research, peer recommendations, and even direct engagement with brands.

Our take: The hospital of the future will be small by today鈥檚 standards (under 100 inpatient beds) but its digital infrastructure will enable better care coordination, patient engagement, and outcomes. But there鈥檚 still a long way to go to get to the future. Go deeper with The State of 5G report.

Retailers should lean into social media to drive private label brand awareness among Gen Z audiences. Among the 15-to-27 cohort in our Path to Purchase survey, social media was just as important as physical stores in driving product discovery. Retailers should leverage TikTok, in particular, to reach this demographic, as it is already home to creators who share value-oriented finds. Among them:.

Identify underserved platforms with high engagement. Balance digital ad spending with user engagement. Consider the ROI of platforms based on time spent. More like this:. 5 charts that demonstrate YouTube鈥檚 reach: Ad spend, users, and Gen Z. Netflix generates more ad revenues per viewer than other streamers, but gap narrows. TikTok leads time spent on social for most US adults.

The strategy: To increase engagement, brands should play into consumers鈥� curiosity with content that educates them on brand values, how a product is made, or behind-the-scenes features of ad campaigns. But make sure to keep the customer perspective in mind: 76% of consumers worldwide say that brand attempts to engage them go wrong because they lack relevance, per Edelman.