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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.

Inform your social video ad budgets. Justify video ad spend. More like this:. US Time Spent With Social Media 2023 (Insider Intelligence subscription required). TikTok breaks down the difference between in-feed and Spark Ads. Video takes the lead as non-video programmatic ad spend slows. TikTok Shop鈥檚 latest growth tactic: wooing creators.

鈥淓ven if you鈥檙e not placing ads on these platforms, you want your content to turn up when people are searching for a makeup tutorial or a place to eat,鈥� she said. Williamson also advised marketers to look beyond the TikTok hype. 鈥淎 bunch of platforms are offering search ads, and TikTok is just one of them. There鈥檚 a lot of attention focused on TikTok for very good reasons.

As marketers plan for a post-TV future, they must also continue to invest in advertising on social platforms to reach those audiences. Companies that cling to TV despite its challenges with measurement and targeting will be left behind.

TikTok and Amazon join the ranks of Google (and to a lesser degree Microsoft) as places where consumers start their searches. Meanwhile, audience-based targeting is becoming a more privacy-compliant way to reach consumers. And of course, generative AI will change search as we know it, though no one can be sure of how鈥攜et.

On today's episode, we discuss the implications of Twitter's new CEO choice, what Tucker Carlson moving his show to the platform means for advertisers, and what to make of Twitter alternative Bluesky. "In Other News," we talk about the effect AI will have on social media and what to expect from TikTok's US shopping platform. Tune in to the discussion with our analyst Jasmine Enberg.

Social commerce adoption is accelerating in the US, driven by TikTok. While product interest is the No, 1 reason that US social media buyers made their last purchase, ads are also a top purchase driver.

That said, the combination of slowing user growth (just 0.4% in the US this year, per our estimates) and fierce competition from TikTok could dim its advertising appeal, making ad innovation and user engagement efforts all the more crucial. Go further: Learn more about Social Commerce and the Path to Purchase.

Google put ads in its Search Generative Experience. YouTube has a new unskippable 30-second ad spot. HBO Max relaunched as Max. And The Kroger Co. is paving the way with in-store retail media. Here are what updates from these companies and more mean for advertisers.

Despite decreasing spend, marketers shouldn鈥檛 discount TV altogether. The channel will pull in around 10 times as many ad dollars as TikTok this year, and overall spend in the US still exceeds both CTV and retail media. TV advertising could be hurt by the SAG-AFTRA strike as show productions grind to a halt.

The UK ad market is under as much pressure as it鈥檚 ever faced. But while spending growth will hit a historical low, there are some positive signs for advertisers with experimentation away from the duopoly a very real possibility.

In contrast, 14.4% of US social media users ages 65 and older use TikTok, which has also historically been viewed as a Gen Z platform. Among those ages 55 to 64, that figure is 21.0%. Snapchat is still small: At $2.08 billion in US ad revenues this year, Snapchat is behind Meta ($51.35 billion), TikTok ($6.19 billion), LinkedIn ($3.95 billion), and Pinterest ($2.24 billion).

Although inflation, a strong job market, and a positive economic outlook are at play, three dominant ad channels are contributing to upward US ad spend. October saw a 3.2% YoY growth for the US ad market, marking the fourth consecutive month of spending increases, according to the Standard Media Index ad market tracker.

The ad industry鈥檚 concern about AI deepfakes grows: Integral Ad Science will measure the negative impact of generated fakes during a year of hefty election spending.

US social video spend is still growing, reaching 45.2% of total digital video ad spend, or $48.89 billion, this year, per our March 2024 forecast. But that share growth is slowing, with rates increasing just 1% between 2024 and 2026.

On today's podcast episode, we discuss how the time we spend with media is changing鈥攁 double milestone for digital and mobile, when time spent watching CTV will catch up with linear TV, and why social media time will fall for the first time ever. Tune in to the discussion with host Marcus Johnson, director of forecasting Oscar Orozco, and forecasting writer Ethan Cramer-Flood.

Consumer attention is fragmented and getting shorter. At the same time, digital ad spend growth is slowing following a pandemic surge. That means marketers must be agile and strategic with their spending.

Next year, Snapchat鈥檚 ad revenues will increase by 10.4% worldwide after a year of almost no growth. Its ad revenues will rise from $3.80 billion this year to $4.20 billion next year, but they鈥檒l still make up just 0.6% of total digital ad revenues worldwide.

With the anticipated growth of Prime Day sales, retail media spending will balloon as Amazon retailers invest in marketplace ads to capture more attention during the event.

On today's podcast episode, we discuss what its like to grow up with artificial intelligence, where Gen Z are spending most of their media time, and how best to target these young folks with ads. "In Other News," we talk about the LGBTQ+ consumer and how represented US Hispanic consumers are in ad budgets. Tune in to the discussion with our analyst Paola Flores-Marquez.

On today's podcast episode, we discuss the largest discrepancies in terms of where folks spend their media time versus where advertisers spend their money, and how advertisers should adjust accordingly. "In Other News," we talk about the Comcast-Walt Disney Co. negotiations centered around Hulu's ownership and whether YouTube's new NFL Sunday Ticket features will be enough to attract viewers and advertisers. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood.

US adults spend nearly 3 hours a day watching linear TV and nearly two hours watching connected TV, according to our forecast. Viewers are moving to CTV, and so are advertisers. Learn how to cash in on this seismic shift during our free webinar on July 12. Sign up here.