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鈥沦别肠辞苍诲-蝉肠谤别别苍颈苍驳鈥� is a threat to Netflix. Viewers frequently watch TikTok on their phones while Netflix plays in the background. Advertisers considering buying ads on Netflix should know that some viewers may end up distracted enough to abandon what they鈥檙e streaming. The big picture: TikTok is the perfect storm of video and social.

It aims to empower users with more expressive mediums and simultaneously compete with other social platforms. Of course, the success of this new feature will depend on how its community embraces and innovates with these new text-based capabilities.

While we don鈥檛 forecast the use of two screens at once for children, prominence of second-screening increases as people get younger, per our February 2024 forecast. Here are some of the platforms where Gen Alpha spends time. 1. YouTube. Among US digital video viewers under 12, 97.3% will be YouTube viewers this year, per our February 2024 forecast.

If these off-site sponsored listings take off in popularity, Amazon could decrease its Google Shopping investments鈥攚hich raises its profitability while simultaneously cutting into Google鈥檚 advertising revenues. JungleScout notes that while these ads blend seamlessly with Amazon's organic search results, they're more obviously ads away from Amazon.

Data privacy concerns have plagued the debut of Threads, and Meta was unable to launch the platform simultaneously in Europe and the US due to a clash with the Digital Markets Act. Our take: Threads could be the Twitter-killer that platforms like BlueSky and Mastodon have failed to become.

鈥淎dvertisers should proceed by continuing to leverage third-party cookies where effective, while simultaneously accelerating the development and implementation of innovative, cookieless strategies,鈥� said Gareth Cleevely, executive vice president of business strategy at Dentsu.

It鈥檚 a vast pool of ad impressions for brands, while simultaneously generating new revenue streams for networks. The Power of Performance-Driven CTV Ads. The real reason CTV is such a game changer for advertisers is its marriage of the TV screen鈥檚 captivating format with the data-driven precision of performance marketing.

Meta AI is powered by Llama 3, Meta鈥檚 newest and most powerful large language model, which was released simultaneously. Why it matters: Meta could be the dark horse in the generative AI war. Meta AI has a built-in audience. Fewer than half (43%) of US Facebook users need to use Meta AI at least once per month for it to be as big as market leader ChatGPT, per our estimates.

This allowed the company to accelerate its business while simultaneously streamlining processes. Seventy percent of campaign success relies on creative quality, relevance, and personalization, according to the Google Media Lab, making clear that consumers are seeking out a premium creative experience that speaks to them.

In theory, Pulse Premiere should generate significant revenue for premium publishers producing engaging TikTok content while simultaneously offering brands control by placing ads after suitable premium publisher TikToks in the For You feed. Our take: TikTok鈥檚 announcements are partner-heavy.

But it's simultaneously cutting back dramatically in a number of areas. How do you innovate without growth in people and budget? It's hard鈥攂ut it comes from efficiency, as Zuck has discussed in the recent past. While Meta is cutting back, not all of its challengers will to the same extent鈥攚hich could make it harder for the social giant.

Second-screening plays a role in TikTok鈥檚 high engagement. Netflix estimates that 70% of viewing time for its content happens on TVs, per Finances Online. This is likely the case for other similar platforms, as even a large proportion of time spent on YouTube happens on connected TVs.

Sam鈥檚 Club鈥檚 membership model can help marketers capitalize on this surge by offering unique opportunities to deliver additive ad experiences for members while simultaneously improving results for advertisers. 鈥擫ex Josephs, Vice President and General Manager, Sam鈥檚 Club MAP.

The US economy has seen both drivers occur simultaneously. When the economy was pumped with stimulus checks and Paycheck Protection Program (PPP) loans, it led to a gusher of disposable income that helped fuel historically low unemployment and rising wages, thereby spurring even more consumer demand.

Our take: Advertisers and consumers are both in a tough position: The frequency of TV spots being seen by the audience is rising, while reach is simultaneously dropping. Repeatedly seeing the same ad is annoying for viewers and wasteful for advertisers. As some platforms (notably Netflix and Disney+) begin to deploy ads, they need to think about the frequency issue.

This kind of second-screen usage is also common among US adults aged 18 to 24 watching digital video. CTV advertisers have found ways to reach these multiscreeners through strategies like QR codes, which can now extend to gaming. Using genre-based targeting, advertisers can segment audiences and leverage gaming as a measurable, engaged ad medium the same way they already do for CTV.

The New Orleans factor: National banking expert James Royal noted it鈥檚 unusual to see many conversions simultaneously focused in one location. Usually, he sees five to seven conversions across the entire US per year, per New Orleans Metro News. Economic conditions in the city could be driving this change.

At the same time, smartphones will deepen their role as a remote control for the home and the second screen for out-of-home (OOH) via augmented reality (AR). Mobile AR Gets Anchored. Numerous platforms 鈥渁nchor鈥� AR experiences to exact locations or points of interest.

These offerings help D2C brands efficiently reach valuable audiences鈥攊ncluding existing brand and category buyers鈥攁nd can grow brand awareness and measure attribution simultaneously. Streaming TV is a pricier but effective means of growing brand sales.

Multiscreen cars and limited autonomous driving remain uncommon, so video is still less important than streaming audio services and navigation services鈥攂ut this will change rapidly. Google, for instance, recently added a YouTube app in Android Automotive, and Amazon Fire TV and Prime Video are available in some passenger seat screens.

鈥淚 think social has the advantage of being something you can always do simultaneously with something else, which probably enables it to hold onto its gains,鈥� said Orozco. 3. Click-and-collect ecommerce grocery sales outpace total ecommerce growth.

Key stat: 89.6% of US Gen Zers look at a second screen while watching any form of TV, per our February 2024 forecast. That鈥檚 more than any other generation. What it means: Gen Zers have the time and know-how to be more digitally active than older generations, relying on smartphones as a prominent source of communication and connectivity to online trends.

In many ways, WBD is trying to do just that: (eventually) charging users more for a secondary library of content they may not consume鈥攚hile simultaneously taking some content off the platform and licensing it to the likes of Roku and Tubi. At launch, JB Perrette, president and CEO of global streaming and games at WBD, highlighted the current 鈥減eak confusion鈥� era in streaming.

The massive jump in ad prices from 2021 to 2022 was largely due to record viewership for the NFL, and milestones like the event鈥檚 first Spanish-language broadcast and ads being run simultaneously across linear and digital viewing channels. In 2022, the NFL yet again set record viewership, accounting for 82 of the top 100 TV broadcasts of the year.

The news: A new Insider Intelligence study finds senior marketing leaders are somewhat optimistic about their fortunes in 2023鈥攚hile simultaneously realizing they will need to shift priorities and embrace agility.