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Anemic growth in traditional ad formats will keep social鈥檚 share of total ad spending roughly flat the next few years. In 2025, social will account for 20.0% of overall US ad spending, matching the peak it reached in 2021.

Pluto TV. Portada. Salesforce. Shutterstock. Teads.

TikTok isn鈥檛 really a traditional social network, nor is it a standard digital video platform, so an ad strategy鈥攆rom creative to format to placement鈥攚ill need careful consideration. But advertisers have plenty of tools at their disposal. In addition to using TikTok鈥檚 ad formats, marketers should be working with the platform鈥檚 content creators.

It's a little bit of a direct extension of drug ads on TV. When you see an ad of a medication say, "Ask your doctor about XYZ drug.". Marcus (20:20):. Yeah. Rajiv (20:21):. Well, now Big Pharma is saying, "Well, you can just come to our website and do that." So it's really interesting. This is new. I'm fascinated to track it and see what comes from it.

They effectively cut out the middlemen of traditional retail distribution by connecting shoppers directly to China鈥檚 vast manufacturing base, passing on the savings in the process. They lean heavily into tech. Relying on algorithmically driven approaches allows them to respond rapidly to consumer trends and shifts in demand.

The UK is a digital payments leader, though traditional payments provide a backbone. Payment method preferences among different demographic groups are determining the winners and losers.

And that's all the activity that you would find in the traditional marketing channel, so from driving awareness to action. And the feel the channel really invited a lot more partners.

I want to talk a little bit more about that data granularity and about measuring success, which is something that one of you teased at before when we're talking about, I don't want to call it traditional retail media, but it's because it's not.

Because the piece was saying AI search makes mistakes the same way that the links offered by traditional search engines are filled with errors. However, Mr. Wong was writing, search bots implicitly ask for your trust without verification. That seems to be a bit of a sticking point here is that, "Hang on a second. Who's this search bot who's telling me the answer?"

I do think, if nothing else has come from this, because you've used someone else's data, that we do have a name for a new Hulu TV show called Skinny Jean People. Suzy Davidkhanian:. You Do? Marcus Johnson:. I'd watched that. I just feel like it sounds like it's a TV show. Suzy Davidkhanian:. Oh, you just made it up? Marcus Johnson:. See? It's that good. Suzy Davidkhanian:. I get credit.

The deal cover all traditional and digital media platforms across 22 countries, a territory in Southeast Asia and Central Asia, which have a combined population of nearly one billion, so it's a big deal in general.

Movie, TV show, podcast, book? Max Willens:. I'm not going to strictly answer your question. I'm going to plug-. Marcus Johnson:. Great. Thanks. Max Willens:. ... this show. That's right.

Amazon鈥檚 attempt to influence Nielsen TV ratings by publicizing higher internal audience numbers for its football broadcasts illustrates how much the ecommerce giant has riding on this effort. Retail marketers will need to do more with less to drive growth this holiday season. Organic strategies in mobile, social, and email will be key.

According to Nielsen's Gauge, Peacock accounted for 1.6% of all TV time in January, Paramount+ was 0.9%. Combined, that's 2.5%. It's good enough for fifth place. That's of all TV stuff, not just streaming. All TV watching, this combined service could be 2.5%. That's behind Hulu's 2.7%, but ahead of Disney+'s 1.9% share of TV time. And secondly, investors may be getting impatient.

I think a lot of the times, the way that it is designed to basically serve a super specific answer, it really puts it into a silo where it's just giving you one piece of incorrect information, whereas the standard mechanisms of traditional search engine, it's going to give you a list of links. But if it's not, the top link is...

And something else I should also add is that it seems like more and more traditional retailers are moving towards this idea that your store is not just a place you shop, but it's a destination, it's an experience, right? And this kind of plays into that idea.

So now every time I go, which is more often than I should admit to, I get leaves, they text me my leaf points so that once I like most traditional non-paid subscription programs, once I have gathered enough leaves in this case, then I get something for free at a certain value. And it's very exciting because I love getting the text after I've made a purchase that I have three more leaves in my account.

We hope to see you Thursday for an episode about just how far have the TV and CTV scales tipped.