This quarter, we are adding TikTok to our social media update series, which analyzes key developments for marketers from the major social platforms.

Terry Kawaja, founder and CEO of strategic advisory firm Luma Partners, joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey to discuss the pandemic's effects on live events and the ad market, the importance of marketers taking a stand on social issues and using economic downturns to increase brand presence.

Social network ad spending also spiked in 2021, though not as sharply as search—mostly because social platforms held their own in 2020, while search suffered as many consumers were conducting online searches that weren’t easily monetizable.

B2B traditional ad spending will not recover to its 2019 level at any time during our forecast period. In fact, in 2023, the YoY growth rate will be rather flat at 0.8%. That’s an indication that B2B traditional ad spending growth will remain anemic even after our forecasting period. B2B Total Ad Spending.

Social ad spending is continuing to rise, and more US marketers—particularly those in retail—will keep funneling money into the channel.

*Social networks will boost US mobile video ad spending this year.* In-app video advertising on platforms like Instagram and Snapchat was the main driver of growth, with new YouTube and Roku ad inventory helping, too.

The role of political advertising in social media will be a key discussion topic in 2020—an easy prediction to make. Kantar Media expects that US digital political ad spending will reach $1.2 billion this year, and we believe the social platforms that continue accepting political advertisers will be major beneficiaries of that spending.

Instagram introduces subscriptions as it vies for control of the creator economy: As Instagram’s cachet diminishes among younger audiences, it hopes monetization tools will keep creators from turning to other platforms.

TikTok aims to generate $12 billion in ad sales this year: Reaching that goal requires the social video platform to lure more large advertisers.

US social network user growth has slowed to a crawl, and that means the social platforms will compete fiercely for users and engagement. Marketers should optimize their spending to take advantage of shifting consumer behaviors.

This year's $211.20 billion in US ad spend marks a $20 billion increase from our previous projection, due in part to the stronger-than-expected performance of major digital ad companies and significant growth in ad prices. Google, Facebook, and Amazon made slight gains during the pandemic, with their share growing 1 percentage point from 63% in 2019.

The triopoly of Google, Facebook, and Amazon will rake in 64.0% of this year’s $211.20 billion in US digital ad spending, about the same share as 2020 and up 1 percentage point from 2019.

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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.