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Why it matters: Creativity in B2B advertising is not just a nice-to-have; it鈥檚 essential for driving meaningful engagement and brand loyalty. This shift is crucial because business decision-makers are people first, and like all consumers, they respond to content that resonates emotionally and is memorable.

Pinterest鈥檚 鈥渋nclusive AI鈥�-powered filters are also helping to increase engagement with shoppable content. Our take: Pinterest appears poised for continued growth and innovation. Its efforts to diversify income streams and expand into new global markets, coupled with strategic partnerships and enhanced advertising solutions, suggest a promising future.

This is likely the result of the emergence of formats where information moderation is loosely controlled鈥攎ainly social media. Fact-checking resources in Quebec from government and media organizations could be boosting the confidence of news consumers.

But it can be problematic, of course for meta and X because they're making money off of that kind of engagement. And of course also for society if it ends up interfering or affecting election outcomes. Bill Fisher (05:46):. Great points. That was our first story. Story two is for Paul, and this is a slightly older story, but very interesting.

More than four in 10 B2B marketers in North America and Europe plan to increase social media content (46%) and video (41%) distribution this year, according to April 2024 data by 10Fold and Sapio Research.

Yeah, I think it's that discipline coupled with the willingness to listen to their customers, and they take that very seriously, so that you can turn your customers into brand fans and have that continual engagement and drive the loyalty. Sara Lebow (15:04):. Yeah. And then the last thing I would say is entertainment media partnerships.

Enter incrementality: a KPI that isolates additional sales or engagement generated by a campaign. A full 71% of advertisers recognize incrementality as the most important KPI in RMN investments, according to a January 2024 survey by the Association of National Advertisers. But ROI and lift aren鈥檛 far behind. RMNs must deliver on multiple KPIs to satisfy advertisers.

Absolutely, and thank you to our whole editing crew, Victoria, John, Lance, and Danny Stuart, who runs the team, and Sophie, who does our social media. Thanks to everyone for listening in. We hope to see you on Monday for Behind The Numbers, an eMarketer Podcast.

Rethink key performance indicators (KPIs): Instead of measuring customer engagement to determine the effectiveness of a tool, analyze more specific consumer actions, like task completion rate. Restructure revenue models: Not all customers are the same, and not all customers will need the same money management tools.

App engagement estimates were generated via the Data.ai Intelligence global consumer panel of millions of active users. Spending data represents gross consumer spend on the Apple App Store and Google Play from paid downloads and in-app purchases, before the app stores take their fee. In-app advertising revenues are excluded.

For example, 86% of US digital buyers reported difficulties when navigating from social media to a brand site, per SimplicityDX鈥檚 State of Social Commerce report. Most consumers prefer to use social media to discover products rather than purchase them, which aligns nicely with Pinterest鈥檚 popularity as a tool for inspiration and product discovery.

With more than two-thirds of Snapchat users engaging with AR Lenses daily, per Snap, it鈥檚 a logical place to insert generative AI as Snap works to boost engagement. Our Take: Engagement has never been Snap鈥檚 problem: Its users love the app, and time spent on the app will continue to grow among US 18- to 24-year-old users in 2023, per our forecast.

The social media landscape is shifting. Economic challenges, new competition, and governmental scrutiny are pushing the major global platforms in different directions.

The new capability allows promoters to use high-performing thought leadership ads, which have 2.3 times higher clickthrough rates than other ad types, to boost event engagement and registrations. In addition, the platform is introducing a 鈥渟neak peek鈥� feature for events, which shows a 30-second video preview before the occasion and asks users to register.

These divergent trends will continue, as we expect increasingly accurate generative AI search results to reduce engagement with traditional search in the coming years. And retail media will continue to boom. Digital video will prop up display advertising. Digital video ad spending will decelerate along with the rest of the market, but less dramatically.

On today鈥檚 episode of The Banking & Payments Show podcast, we discuss the most important banking trends that we expect to see in 2024. We examine the big headlines from our Banking Trends to Watch in 2024 report, such as risky banking as a service partnerships, the social media players pushing the boundaries of banking, the disruption caused by AI and new developments with digital wallets. In a new segment called "Place Your Bets," using a total of 10 points, we allocate points to different trends to predict their likelihood of coming true. Listen to the conversation with guest host Marcus Johnson and our analysts Tiffani Montez and David Morris.

The top two reasons US marketers use text message marketing are higher customer engagement (60.5%) and higher open and clickthrough rates (53.5%), according to May 2023 SimpleTexting data. Those clicks can quickly become conversions. During Cyber Week 2023, marketing communications platform Attentive reported it drove $1.8 billion in online sales.

The company noted that interest from Gen Z audiences has turned Shuffles into a 鈥渕arketplace of trendy, shoppable ideas,鈥� while the app鈥檚 鈥渉igh-density nature鈥� enables users to deepen engagement and explore other content using the same pins. Pinterest is testing ways to integrate Shuffles' collage content into the platform's shopping experience as it tries to retain and attract users.

So in China, social media is really already synonymous with commerce. So people will go to a social media platform with the mindset of buying something. Whereas I think in the UK and the US, people still primarily view social networks as social. So there's a bit of a change in mindset that needs to happen there and that's just going to take a bit of time.

Averaging time spent across the adult population allows us to compare media usage trends (including across different media activities), while estimating time spent among users shows how engagement with various media changes over time. With this dual approach, the numbers in our forecasts can鈥攁nd do鈥攙ary depending on which estimates we highlight.

LinkedIn now allows marketers to schedule Page posts up to three months in advance, improving time management while introducing features for engagement and community building. Insurance companies are dramatically reducing their TV ad spending due to economic challenges, increased claims, and market competition.

Airship is a provider of mobile engagement solutions.

Half of US B2B marketers say that email marketing is the channel that has the biggest impact on their multichannel strategy, outpacing social media (33%) and content marketing (26%), per April 2023 Ascend2 and Zoominfo data.

Compared with Instagram Reels, TikTok has a higher engagement rate for accounts with more than 100,000 followers, per September 2023 data from The Influencer Marketing Factory. 鈥淲e've really been able to see that people's lives are changed overnight [by going viral],鈥� Okamoto said.