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Uncertainty slowed the platform鈥檚 ad revenue growth, with our analysis showing Meta would gain the most from a ban. TikTok maintains competitive advantages in some key areas: higher affiliate engagement rates compared to Instagram and successful efforts to increase watch time through longer-form creator content. #2: Retail media.

Also in January, Tinder parent Match Group complained to Meta that its ads were appearing next to Instagram Reels featuring 鈥渄isturbing鈥� and 鈥渋llegal鈥� content, as well as in a Facebook group promoting violence against women. Walmart filed similar complaints. Despite such high-profile fiascos, social media platforms are weakening their oversight capabilities.

Concerns about the dominance of advertising giants like Meta and Amazon appear to be waning. In fact, 44% of Awin survey respondents indicated plans to shift spending away from Big Tech, citing a lack of strategic guidance (68%), inadequate reporting (68%), unresponsive support (64%), and inflexible pricing (64%). The underlying issue?

It鈥檚 almost entirely video content, and its success has seen other platforms try to copy certain elements of its appeal鈥擲potlight on Snapchat and Reels on Instagram and Facebook, for example. TikTok time is gaining fast on Facebook. It鈥檚 perhaps no surprise to see time spent with TikTok increasing.

It can help advertisers write scripts, brainstorm ideas, and assist with research, according to TikTok. Meta rolled out several creative genAI features for advertisers last year. The tools can generate different backgrounds or text for certain types of ads, then serve them to users based on what they鈥檙e most likely to respond to, per Meta.

Meta rolls out paid verification subscription in the US: Meta Verified has perks that could appeal to creators, but regular users aren鈥檛 likely to pay.

For example, gatekeepers are no longer allowed to process鈥攆or advertising purposes鈥攑ersonal data that they could ostensibly gather from third parties that use their core platform services. Also, they need user consent to link personal data gathered from different core platforms within their portfolios (e.g., Meta linking WhatsApp, Instagram, and Facebook data).

Smaller but also notable gaps for Roku and Pluto TV make ad-supported video streaming services essential for advertising campaigns. Messaging on these platforms should be inclusive and culturally resonant. Brands should invest in Facebook, Instagram, and TikTok. Partner with Black influencers to ensure authentic connection and understanding.

Omnicom will integrate Google鈥檚 generative AI into its ad tech stack: With Omnicom and WPP backing generative AI, the rest of the industry will be swift to follow.

Our user forecasts for Facebook, Instagram, TikTok, Snapchat, X, and Pinterest in Canada highlight an expanding platform mix increasingly divided by age demographics.

Tech giants are restructuring to pour resources into AI, signaling leaner ad budgets and a growing reliance on automation-driven customer engagement

Threads is a playground for branded content right now, but if the app takes off, expect Meta to introduce ads. Use this chart:. Differentiate your Threads, Twitter, and Instagram strategies. Evaluate Threads鈥� staying power. More like this:. Report: Threads Is Here (Insider Intelligence subscription required). B2B marketers say social media drives revenues.

Just this week, Meta expanded access to Instagram Reels ads to more advertisers, and announced several enhancements to Reels ad options on both Facebook and Instagram, like app promotion ads. The economy wasn鈥檛 as big of a concern as last year.

This category continues to tick up each year鈥攁 challenging scenario for marketers, given that many of these devices are suboptimal for advertising. Among activities, TV will remain on top, though time spent will drop under 3:00 per day. Digital media is dominant collectively, but no individual activity exceeds watching traditional linear TV.

Social platforms have become more skittish toward political ads. That includes Snap and Meta. The latter has already said it will prohibit new political ads in the week before the general election, and it also bans political advertisers from using its genAI tools. But there鈥檚 still nine months until Election Day, and Meta remains an important venue for political advertisers.

Meta. In a suit filed in December 2020, the FTC alleged Meta (then Facebook) holds and abuses a monopoly in social networking. If the suit is successful, Meta may be forced to divest Instagram and/or WhatsApp. The resulting social media advertising landscape will look almost unrecognizable compared with today鈥檚. US v. Google (ad tech).

May ad updates from Google, YouTube, Meta highlight AI, social media, and retail media opportunities. How marketers should rethink digital ad channels, based on our forecast data. Search Ad Spending Forecast and Trends H1 2023 (Insider Intelligence subscription required). More Chart of the Day:. 6/7 - Social鈥檚 slow show. 6/6 - App-y shopping. 6/5 - In AI we trust?

Amazon Ads remains the torchbearer for the fast-growing retail media industry. Despite nearly every major retailer launching their own retail media network (RMN) in recent years鈥攚ith several beginning to scale鈥擜mazon鈥檚 No. 1 position will be secure well into the future.

"Temu and Shein have spent a tremendous amount of money on TikTok and Meta in particular," Stambor explained. "TikTok and Meta will feel the impact of Shein and Temu feeling a real threat to their business and pulling back rather significantly on their advertising spending.".

Sustained ad industry job losses don't signal a crisis: Sector employment is still about 100,000 jobs stronger than in April 2020.

A shakeup at the top of Google鈥檚 ad business: The head of search and advertising will step down as the company faces its greatest regulatory challenge yet.

LiveRamp broadens Pinterest collaboration: Global advertisers to benefit from enhanced data integration.

UK publishers sue Google for $4.2 billion in lost ad revenue. 4 best practices for implementing identity solutions. Meta to launch generative AI advertising tools, but legal battles are unresolved. Citing a scam epidemic, FTC orders platforms to report how they vet advertisers. Yesterday鈥檚 Chart of the Day: Influencer peddling.

I think that there are definite parallels to some of what's going on with Meta now where you think about Meta with a few of its acquisitions that if I was in Mark Zuckerberg's position years ago, I would be insane to not try to acquire Instagram. And probably that was the time to look at some of these acquisitions.