A multidimensional influencer strategy calls for the integration of affiliates and ambassadors. However, it also begs the question: How can marketers effectively work with influencers in the affiliate channel?
TikTok Shop became available across the US last week. The social video platform has a lot to gain in retail and ad revenues, but it risks facing the same challenges Meta has had with social commerce on Instagram—users' reluctance to actually complete purchases in app. But with sister app Douyin setting the blueprint for TikTok’s social commerce endeavors, the platform isn’t starting from scratch. Here’s a look at TikTok’s social commerce strategy and potential in five charts.
Temu overtook Target in US unique website visitors in January, but Walmart and Amazon remain on top (by a wide margin, in Amazon’s case), per Comscore Inc.
Generative AI and embedded finance popped up across a host of conversations—we give our take on how firms should approach these innovations.
On today's podcast episode, we discuss whether people will ever buy items they see in TV shows, if online ratings are broken, a relaunched Amazon Shipping trying to compete with UPS and FedEx, if CNN and sports can move the needle for streaming service Max, whether the continuing partnership between Target and Starbucks is boosting curbside pickup, where we got gas before gas stations, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Blake Droesch and Paul Verna.
On today's podcast episode, we discuss how advertisers should adjust their plans based on social video time's slowing growth, whether people will spend more social media time on connected TVs, and the ratio between ad spend and time spent on social networks. "In Other News," we talk about whether TikTok can become a more traditional social network and getting paid to watch ads on a new socially conscious social media app. Tune in to the discussion with our analyst Debra Aho Williamson.
US buyers’ most valuable metric when assessing campaign performance on retail media networks isn’t return on ad spend (ROAS) or ROI. It’s incrementality, according to May 2022 data from Criteo.
Key stat: 82% of US creators will earn income from sponsored content this year, down from 91% in 2021, according to Mavrck.
Holiday retail sales will grow by approximately 4.5% in 2023, a slight increase from the previous year’s 3.9% growth, according to our June forecast. While this growth may not seem significant, it would represent the sixth-fastest growth rate in holiday sales in the past 15 years, according to our forecast.
VideoAmp and iSpot are coming for Nielsen’s crown: The two companies announced a major funding round and acquisition, respectively, while Nielsen makes adjustments.
Generative AI (genAI) has come to work. “Half the people who are using genAI are in what we consider prime working years,” said our analyst Max Willens on a recent webinar. “This diffuse adoption of a technology, especially one as momentous as this one, really doesn’t have much precedent.”
TikTok is rolling out its Shop feature to all 100 million US users (per our May forecast), using a tab on the home screen to drive users to the marketplace and allowing videos directly containing purchase links, in order to drive in-app ecommerce traffic.
TikTok and Meta still struggle with content moderation: Threads has blocked search terms related to COVID-19, while TikTok cast too wide a net reining in Qanon.
Travel will see the fastest growth in US digital ad spending of any industry in 2023, according to our forecast. Travel, retail, healthcare and pharma, automotive, and entertainment will outpace the national digital ad spending growth rate.
Brands must balance personalization with privacy considerations and ensure product pages are comprehensive and complete. Lower-funnel ad tactics and easily accessible shipping and returns info also help to encourage purchases. Here are four strategies to boost online conversion rates.
The IAB and MRC propose retail media guidelines to help solve the industry’s measurement problem: The framework is meant to improve transparency and ensure consistency across RMNs.
On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how standardization can unlock retail media spend, when we are likely to see it, and where the future of targeting is headed. Then for "Red-Hot Retail," our analysts give us some spicy predictions about the future of retail media ad buying. Join our analyst Sara Lebow as she hosts analyst Max Willens and vice president of business intelligence at Advertiser Perceptions Nicole Perrin.
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.
YouTube will hit $7.36 billion in US ad revenues this year, per our forecast, compared with TikTok’s $6.19 billion. YouTube will have 236.1 million US users this year compared with TikTok’s 102.3 million.
US digital ad spending growth will decelerate to 7.8% YoY in 2023, its slowest pace in 14 years. The individual industries we track are generally following the national trend, but the timing and pacing of their slowdowns are playing out differently. For some industries, the outlook is fairly positive.