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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.

Although a TikTok ban (or exodus caused by security concerns) would benefit Meta and YouTube, it would pose challenges for agencies primarily using TikTok. Advertising on Meta is costlier, reducing the reach of clients' budgets. However, Reels and YouTube Shorts offer similar features to TikTok, simplifying a potential switch in case of a TikTok ban.

Coca-Cola is increasing its investment in digital media channels to appeal to Gen Z, while Gap is focused on creating more story-forward, culturally relevant marketing campaigns. To cut costs, Procter and Gamble is using AI to improve order fulfillment and reduce ad waste, and Starbucks eyes growth in delivery. Here are five insights into how companies are adjusting strategies this year.

On today's episode, we discuss why advertisers aren't returning to Twitter, what the impact of the new blue check mark will be, and whether folks actually want to pay for social media. "In Other News," we talk about the potential of TikTok's sister app Lemon8 and what to make of TikTok's new "Series" feature. Tune in to the discussion with our analyst Jasmine Enberg.

The Sphere costs about $450,000 to advertise on, according to PR Week. But the viral payoff can be huge in organic social traffic. Pepsi went a step further, pairing its Sphere spot with creator content to yield 23.8 million views on TikTok. 4. Or go local. Without Pepsi鈥檚 budget, local OOH can still earn organic social media impressions.

Fernish changed its messaging to advertise how fast and available products were. Krasnow said it was 鈥渁 good reminder that going back to the basics can resonate in a very meaningful way.鈥�.

From retailers drawing shoppers in-store by leaning on creator content to the emergence of livestream ecommerce influencers and the potential consolidation of retail media networks, our analyst-led predictions offer a glimpse into the future of shopping and advertising. We explore each, weighing the arguments for and against their likelihood in shaping the year ahead.

So TikTok, whatever its fate, has really forced brands to rethink their relationships with social and creators because the TikTok content that works is less of the polished brand advertisement than the real life content. Like runway shows are hugely popular on TikTok, behind the scenes, content creators talking about your brand.

It鈥檚 a new year, which means new predictions. Our analysts have already made a number of big predictions for 2024, but here are a few more from our newsletter team. We鈥檙e keeping an eye on generative AI, attention metrics, and Gen Alpha鈥攁nd we expect to see more ads in more places along the way. Here鈥檚 what we鈥檙e watching.

Facebook and YouTube will still be the top US social media platforms for buying ads or monetizing content this year, though their dominance is eroding, according to October 2022 polling by Integral Ad Science.

This means spending a third of the product鈥檚 sale price on the product itself, paying a third in Amazon fees, and keeping the remaining third as revenue. 5. Amazon is just one tool in the toolbox. A majority (60%) Amazon sellers of all sizes sold their product via at least one other channel in 2023, per Jungle Scout.

Over the past few years, Pinterest has been working to become a shopping destination, rolling out shoppable ad products that are more focused on lower-funnel results for marketers. Pinterest is one of many platforms currently investing in social commerce. TikTok rolled out TikTok Shop in the US in September.

Social platforms are already great vehicles for introducing consumers to products and brands they may want to purchase. Advertisers should lean into that strength and:

Search is already a major component of retail media; social is the next integration. Advertisers still view social media as a discovery medium and retail media as a conversion-driver. But both platforms are 鈥減otentially full-funnel,鈥� according to Liz Cole, executive director and US head of social at VMLY&R, speaking at our 鈥淎ttention!鈥� summit.

On today鈥檚 episode, host Bill Fisher is joined by our analysts Paul Briggs, Carina Perkins, and Man-Chung Cheung to talk about the biggest retail, advertising, and social media trends they expect to see in their regions in 2023.

Temu, which faces competition from marketplaces already open to US sellers鈥攍ike TikTok Shop, Amazon, and Shein鈥攈as already clashed with other platforms over sellers. The road ahead: In hopes of replicating last year鈥檚 success, Temu will return to the Super Bowl with multiple ads, according to The Wall Street Journal.

TikTok Shop, in particular, has the potential to be a big hit among Gen Z consumers. Close to 30% of Gen Zers consider TikTok their go-to shopping platform ahead of all other social platforms, per a July 2023 Insider Intelligence survey. In addition, over half (52.5%) said they had shopped on TikTok within the past month.

Gen Z consumers are tech-savvy digital natives that feel more comfortable searching for products on social platforms like TikTok over traditional search engines like Google. Even when they鈥檙e shopping in-store, they employ technology to help them, browsing mobile phones and using self-checkout to make the shopping experience more seamless.

TikTok鈥檚 Creative Assistant uses AI to analyze top-performing ads for inspiration and best practices, brainstorm video concepts, and refine scripts. Snap teamed up with Microsoft in September 2023 to integrate sponsored links in its chatbot, My AI. Pinterest鈥檚 AI-powered inclusivity tool allows users to sort through images by body type, creating a positive, brand-safe environment for shoppable content.

They use TikTok to discover new products, but trust friends and family most. TikTok is the platform of choice to discover new products, especially in the beauty category, according to the Gen Zers.

Creator content isn鈥檛 an experimental area for advertisers anymore. It鈥檚 an established, full-funnel channel that can deliver measurable results. Why is the channel so important right now?

Overly complicated ideas don鈥檛 go viral on Reels. 鈥淏e brutal in the simplicity of your idea,鈥� Rory McClenaghan, group strategy director at Molson Coors鈥� internal agency, Volt, said at Advertising Week New York 2023. If you can鈥檛 explain the Reels idea in four frames or fewer, it鈥檚 probably too complicated.

The news: CapCut, the consumer video editing app from TikTok parent ByteDance, is launching a business offering for brands, marketers, small firms, and content creators. How it works: CapCut has frequently graced the top rankings in the iOS App Store in part for its easy-to-use templates and seamless TikTok integration.

Community speaks: Hopping on TikTok trends like the 鈥淪unday reset鈥� allowed Brooklinen to achieve two key objectives: emotional connection and effective product promotion.