By platform, the Q4 2020 resurgence in social media ad spending was led by Pinterest, where ad outlays grew by 121% compared with Q4 2019. Other social networks that saw YoY ad spending gains were Snapchat (up 81%), LinkedIn (up 49%), Twitter (up 29%), and Facebook (up 6%). Facebook had little room to grow, however, because it dominates social advertising in Canada.

But as the space matures, customers are happily turning to different providers for different use cases: Venmo, for example, is hugely popular for social spending, while Zelle’s higher transaction value indicates it shines for rent and other higher-value recurring transfers.

Brands can expect a flurry of political advertising on social media platforms that allow it throughout an election cycle, but particularly in the final push before Election Day. That’s likely to decrease inventory and increase prices, especially on social video ads. There are two main ways that commercial advertisers can mitigate the rising costs:. Bump up social spend in early to mid-2020.

The varied platforms that carry these publishers’ content require a little more optimization in video production than the premium OTT publishers need to consider. “The most important for us is that one size does not fit all,” said Christa Carone, president of Group Nine Media.

So that's why we always tell our advertiser partners, if you start with the content publisher, you'll know not only what shows you're running against, but also which platforms you're delivering against in the connected TV ecosystem.”.