With user penetration nearly complete and time spent starting to plateau or decline on many platforms, social networks have run out of easy paths to incremental budget among their advertisers.
Report
| May 18, 2023
Forecasts
| Oct 26, 2023
Source: Insider Intelligence | eMarketer
Key stat: $6.19 billion (9.0% of US social media ad spend) will go to TikTok this year, according to our forecast.
Marketers need to make sure they’re putting their TikTok budget to good use by choosing the right ad types for the right activations. Here’s an overview of in-feed versus Spark Ads on TikTok.
Article
| Aug 21, 2023
With the exception of telecom, all already had double-digit growth in social media ad spending in 2024. Sources. Bureau of Economic Analysis (BEA). National Retail Federation (NRF).
Report
| Feb 29, 2024
Marketers need to assess how changing paid social spend compares to other ad channels (connected TV, digital out-of-home, paid search, etc.) on existing KPIs. That means the social media marketing team can’t be siloed from the performance or brand marketing teams. For affiliate marketing, direct attribution is easy—with some big caveats.
Article
| Mar 25, 2024
Facing signal loss and challenging macroeconomic conditions, advertisers are pumping the brakes on social network ad spending. But social video is shining through the gloom.
Report
| Jan 24, 2023
Influencer marketing is becoming a fixture in social media budgets in Canada as influencers gain loyal—and highly engaged—followings. Younger consumers like Gen Zers are particularly engaged, and platforms like Instagram and TikTok cater to creator content and are adept at surfacing compelling influencers. Key Question: How many social media users in Canada follow influencers?
Report
| Mar 12, 2024
We don’t track social spend in France and Germany, so we can’t make a like-for-like comparison. But given the speed at which retail media ad spending is increasing in both countries, it’s likely a similar story. This hints at a significant future market size, and an ad category that brands would be unwise to ignore.
Report
| Feb 13, 2024
Global marketers are set to increase social spend 53% in the next year. It will be increasingly important for marketers to understand how to navigate the complex influencer landscape to build authentic consumer connections.
Article
| Jun 15, 2022
Social buyer growth will slow dramatically over the next five years, but there is potential to increase social spending among existing buyers—particularly Gen Z and young millennials. Meta still dominates in terms of buyer numbers, but TikTok is gaining ground. For 18- to 34-year-olds, TikTok is second only to Instagram for social shopping—and it drives a higher frequency of purchasing among Gen Z.
Report
| Dec 1, 2023
On today's episode, we discuss the most interesting takeaways from Netflix's Q3 earnings, how much of a boost "Squid Game" gave them, and what the rest of the year has in store for the streaming giant. We then talk about whether TV and social media ad spending is inflated compared to their respective daily consumption and whether a single TV currency is possible. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Ross Benes.
Audio
| Nov 2, 2021
Social media ad spend declined in the second half of 2022, and the category will make up a shrinking slice of total digital ad spend in the US this year, according to our forecast. But brands still need a social media presence. That’s where AI and ChatGPT can help. Here are six uses for generative AI in organic social campaigns.
Article
| Mar 31, 2023
Slowing growth in social time isn’t a reason on its own to cut social ad budgets. Social networks will command 11.2% of daily media time this year. Cultural trends still start on these channels, and key conversations still happen there. Social networks garner a greater share of ad spending compared with time spent—but that’s OK.
Report
| Aug 15, 2023
Forecasts
| Mar 25, 2024
Source: EMARKETER Forecast
US political ad spending will hit new highs amid the 2024 presidential election, with connected TV (CTV) driving the biggest gains. Despite the digital shift, traditional TV—long a mainstay of political advertising—will hold its own.
Report
| Feb 23, 2024
In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.
Report
| Apr 10, 2024
Forecasts
| Mar 30, 2024
Source: EMARKETER Forecast
AI influencers on TikTok could streamline ads but threaten real creator incomes: Balancing innovation and authenticity could prove challenging.
Article
| Apr 11, 2024
Ads managers are the main driver of programmatic direct ad spending, which has become the primary method of programmatic advertising in Canada in social media and connected TV.
Report
| Jan 29, 2024
On today's podcast episode (part 2), we discuss what America looks like without TikTok, who would be most likely to buy the short-video app, and what marketers should be thinking about to plan for the future. Tune in to the discussion with our analysts Minda Smiley and Max Willens.
Audio
| Mar 26, 2024
The US’ second-biggest ad market rallied in 2023 thanks to ad buyers in China and investments in automation paying off.
Report
| Jan 12, 2024
The pace of change in social media won’t slow in 2024. The rising number of disruptors—whether it’s AI, creators, social search, or TikTok Shop—will both reshape old trends and create new ones.
Report
| Jan 10, 2024
Meta could benefit significantly if TikTok left the US: A House vote looms, impacting national security and social media dynamics.
Article
| Mar 13, 2024
On today's podcast episode, we discuss why TikTok might not actually be a social media platform, how much young people use it to search for things, and whether TikTok Shop is ruining TikTok. "In Other News," we talk about the battle between Threads and X (formerly Twitter), as well as whether Snap distancing itself from social media will work and start a trend. Tune in to the discussion with our analyst Jasmine Enberg and director of Briefings Jeremy Goldman.
Audio
| Mar 11, 2024
On today's podcast episode, we discuss what the hell happened—and is happening—to online ads, whether the video streaming boom is officially over, the next big wearable category, what happens when the First Amendment collides with social media, what the world would look like if there were only 100 people, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Ross Benes and Blake Droesch.
Audio
| Mar 8, 2024