蘑菇AV

鈥淪hopping apps and marketplaces that specialize in ultralow-cost goods from China are gaining a foothold among US consumers鈥攚ith broader implications for the future of ecommerce,鈥� our analyst Sky Canaves wrote in our Chinese Ecommerce in the US report. Canaves expanded on what鈥檚 driving this retail opportunity for companies like Shein, Temu, and TikTok in the US and how it will impact the US market on a recent 鈥淩eimagining Retail鈥� podcast episode.

So far this year, there鈥檚 been Google versus Microsoft and TikTok versus 鈥� well, everyone. But another battle is emerging as Amazon and Apple go head to head for ad dollars, streaming viewers, and the health vertical.

Carnival embraces 'granfluencer' wave: Cruise line teams up with Retirement House and Gronk for a multi-generational TikTok hit.

TikTok鈥檚 rapid ascent in social commerce is drawing comparisons to Amazon鈥檚 flywheel strategy. The platform is taking multiple steps to achieve its goal of quadrupling its global ecommerce business to a potential $20 billion in annual merchandise sales through TikTok Shop. Here鈥檚 what鈥檚 working, what isn鈥檛, and what has yet to be seen.

And this is where TikTok leads the pack. Not only are its users in highly curated environments (predicated by its algorithm) that will appeal to specific brands, but they鈥檙e also spending more time with the platform compared with users of any other major social network we track. Adult TikTok users will spend an average of 58 minutes per day with the platform this year.

Netflix鈥檚 US ad revenues per ad-supported viewer will fall from $70.44 this year to $59.67 by 2026, according to our forecast.

Influencer marketing once referred to an Instagram power user featuring products in posts resulting in native promotional content. It was a cheaper and more authentic-feeling alternative to celebrity endorsements and paid social ads.

CPG is the second-largest industry spender on digital ads behind retail, per our forecast. But the industry鈥檚 digital ad spend growth and its share of spend have declined over the past few years, according to our US CPG Industry Digital Ad Spending 2023 report. Both are due for a comeback in 2024 as the economy stabilizes and CPG companies begin to feel less pressure on their bottom lines. 4.

Discovery鈥攏ot influencers鈥攊s what separates TikTok and Amazon鈥檚 ecommerce businesses: The retail giant is trying to replicate TikTok鈥檚 success via its 鈥淚nspire鈥� video feed.

Just over 80% of US Gen Zers ages 15 to 26 use YouTube monthly, and almost the same percentage use Instagram or TikTok, per our July 2023 survey. More than half still visit Facebook. And though BeReal was the trendy app last year, only 15.1% of Gen Z respondents use it.

US-TikTok negotiations restart after ultimatum: A potential agreement could grant government unmatched oversight, altering app's autonomy.

鈥淐onsumer acquisition costs have gone up. Data is harder and harder to access. It鈥檚 trickier to figure out how to target our consumer in the right way.鈥� That鈥檚 Kendra Scott鈥檚 CMO Michelle Peterson, summarizing the state of marketing right now. The jeweler has found success both online and in-store by leveraging its D2C roots, pushing a viral TikTok presence, and working with the right influencers.

Lemon8 makes a splash in US as lawmakers mull TikTok ban: New app quickly gains followers, but Chinese ownership could raise concern.

But the audience on TikTok is different from the audience on Instagram. It鈥檚 the same with Twitter, Facebook, and Snapchat. AI can help make small changes, like size and formatting, or even adjust captions to sound more 鈥淚nstagram-y鈥� (geared toward Instagram鈥檚 core audience of millennials) versus 鈥淭颈办罢辞办-y鈥� (aimed at Gen Z, TikTok鈥檚 biggest user base).

On today鈥檚 episode, we discuss what a looming Netflix and TikTok rivalry might look like, the potential consequences of monetizing influencer marketing on the social landscape, how the rise of retail media will affect social platforms, and more. Tune in to the discussion with our analysts Jasmine Enberg and Debra Aho Williamson.

This influx of younger consumers could help the platform attract more advertisers. We forecast Pinterest鈥檚 US ad revenues will grow 17.2% to reach $2.66 billion this year. What it means: Pinterest is connecting with Gen Z. To keep them, the platform is looking for new ways to engage with them online and off.

Ad agencies are split on generative AI. Some are diving into the emerging tech with partnerships and acquisitions. Others are wary of the hype. With major ad platforms like Meta, Google, and TikTok developing their own AI tools, agencies need to establish a clear approach鈥攐r risk irrelevance.

The advertising angle: Of course, as with most retail initiatives these days, there is the potential upside to both companies鈥� advertising businesses. Uber鈥檚 newly expanded reach gives merchants on its platform a bigger incentive to increase their ad budgets. Likewise, the new delivery offering will make Instacart a more attractive prospect for advertisers looking to get in front of customers.

On today's podcast episode, we discuss which digital behaviors Hispanic Americans over-index on, how they get their news, and what advertisers should consider when trying to reach and market to these folks. "In Other News," we talk about where in the world people use social media the most and how kids use the internet. Tune in to the discussion with our analysts Matteo Ceurvels and Paola Flores-Marquez.

It鈥檚 an election year in the US, one where we鈥檒l see record-breaking political ad spend. While political advertising is often viewed as a separate game from other industries, the trends set by campaigns ripple into the rest of the marketing atmosphere. What will 2024鈥檚 version of Nixon and Kennedy navigating live TV or Obama embracing social media be, and what will be the impact on the ad industry at large? Here are five trends all advertisers should be watching.

US adults will spend an average of 1 hour and 23 minutes each day on social networks in 2024. 鈥淭he sheer scale of social media engagement provides an unparalleled platform for shoppable content,鈥� Spink said. Social platforms such as TikTok, which will capture 40.7 million US social buyers this year, are driving the demand for immersive, interactive shopping experiences. Impact of the prediction:.

On today's podcast episode (part 1), we discuss what publishers can do about GenAI that summarizes answers, how to strike the right ad load balance, and who has the best 'what-to-do-about-social-media' strategy. "In Other News," we talk about what social app BeReal's next move will be and why X (formerly Twitter) is pivoting to CTV. Tune in to the discussion with our director of Briefings Jeremy Goldman and analyst Daniel Konstantinovic.

The US ad market grew for the first time in 11 months this May, according to Standard Media鈥檚 US Ad Market Tracker. Now the question is if expansion can continue. June and the start of July brought a host of ad updates that could help continued growth, including ad tools enhancements from Google and Microsoft, retail media opportunities from Roku and Uber, and more. Here鈥檚 a breakdown of what鈥檚 new.

On today's episode, we discuss why some folks think digital ads are getting worse, whether things are looking up for Uber, TikTok鈥檚 parent company ByteDance challenging Meta on VR, why Warner Bros. Discovery will continue Discovery+, the Grammys rebounding from the pandemic's effect on viewership, the surprising most littered plastic item in the US, and more. Tune in to the discussion with our vice president of Briefings Stephanie Taglianetti and analysts Suzy Davidkhanian and Max Willens.