Week in review: LinkedIn sweeps US B2B ad revenue; Spotify's ad revenue story, Alexa 2.0, and social audio's monetization problem

See the week's top stories from Insider Intelligence. August 8, 2021 [Week in review: LinkedIn sweeps US B2B ad revenue; Spotify's ad revenue story, Alexa 2.0, and social audio's monetization problem](=/ODY3LVNMRy05MDEAAAF-xNTBKC1wOVJy9e7ItgMLz3PLRBRvNCeiR2a6L6rV0OnH22e1QKV4z4cOOodazKfZZxRJxUU=) The forecast: LinkedIn had a very strong 2020, during which its total ad revenues grew 31.3%, driven by its Marketing Solutions as B2Bs focused on targeting audiences working from home. In the coming years, the professional networking site will continue to see US display ad spending increase from $1.29 billion in 2020, holding onto a little over a third of US B2B digital display ad revenue. As reported by eMarketer principal analyst at Insider Intelligence Jillian Ryan in our recent report “[US B2B Advertising Forecast 2021]()”: - LinkedIn makes up the largest share of US B2B display ad spending in 2021 with 32.2% of the $5.09 billion. - These sales are driven by ad types made available through LinkedIn Marketing Solution’s self-service dashboard, Campaign Manager, including Sponsored Content, InMail, Lead Generation, and more. =/ODY3LVNMRy05MDEAAAF-xNTBKC1wOVJy9e7ItgMLz3PLRBRvNCeiR2a6L6rV0OnH22e1QKV4z4cOOodazKfZZxRJxUU= [Read the full article.](=/ODY3LVNMRy05MDEAAAF-xNTBKC1wOVJy9e7ItgMLz3PLRBRvNCeiR2a6L6rV0OnH22e1QKV4z4cOOodazKfZZxRJxUU=) [The Age of Ethical Customer Experience]() Learn how the proper and ethical use of data can help brands interact with their customers in a meaningful way. Watch eMarketer’s One-on-One video interview with Acxiom’s chief client officer Tate Olinghouse. Learn what data ethics, governance, and more means for advertisers. Sponsored content by Acxiom. [Register Now]() [Big-name retailers update 2021 holiday strategies amid evolving shopping habits]() Sticky consumer shopping habits and Thanksgiving store closures will likely set the stage for ecommerce this holiday season. [Read the full article.]() [chart-image]() [Podcast: Spotify's ad revenue story, Alexa 2.0, and social audio's monetization problem](/ODY3LVNMRy05MDEAAAF-xNTBKC1wOVJy9e7ItgMLz3PLRBRvNCeiR2a6L6rV0OnH22e1QKV4z4cOOodazKfZZxRJxUU=) On this episode, we discuss Spotify's Q2 performance, what to make of its ad revenue growth, and how its podcast investments are getting on. We then talk about where Amazon wants to take Alexa, social audio's monetization issue, and the significance of the NBA and iHeartMedia podcast partnership. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Peter Vahle. [“Behind the Numbers" is made possible by VTEX. Listen in.](/ODY3LVNMRy05MDEAAAF-xNTBKC1wOVJy9e7ItgMLz3PLRBRvNCeiR2a6L6rV0OnH22e1QKV4z4cOOodazKfZZxRJxUU=) [chart-image](/ODY3LVNMRy05MDEAAAF-xNTBKC1wOVJy9e7ItgMLz3PLRBRvNCeiR2a6L6rV0OnH22e1QKV4z4cOOodazKfZZxRJxUU=) [US banks and insurance companies slow down ad spending to compete with fintechs](=/ODY3LVNMRy05MDEAAAF-xNTBKC1wOVJy9e7ItgMLz3PLRBRvNCeiR2a6L6rV0OnH22e1QKV4z4cOOodazKfZZxRJxUU=) While financial service's digital ad spending has historically outpaced the digital ad market, we expect a slowdown in 2021 and beyond as incumbents in both banking and insurance focus their budgets on technological innovations to compete with emerging fintech companies. [Read the full article.](=/ODY3LVNMRy05MDEAAAF-xNTBKC1wOVJy9e7ItgMLz3PLRBRvNCeiR2a6L6rV0OnH22e1QKV4z4cOOodazKfZZxRJxUU=) [chart-image](=/ODY3LVNMRy05MDEAAAF-xNTBKC1wOVJy9e7ItgMLz3PLRBRvNCeiR2a6L6rV0OnH22e1QKV4z4cOOodazKfZZxRJxUU=) [Podcast: Snapchat hits the gas, Gen X on social media, and Gen Z's relationship with influencers]() On this episode, we discuss Snapchat's Q2 performance, which features are standing out, and what we expect in Q3 and Q4. We then talk about some recent Snapchat augmented reality partnerships, Gen X's level of adoption across social media, and which platforms Gen Z folks think have the most genuine influencers. Tune in to the discussion with eMarketer forecasting analyst at Insider Intelligence Nazmul Islam. [“Behind the Numbers" is made possible by VTEX. Listen in.]() [chart-image]() [US B2B display ad spending share is poised to blast past search ads](=/ODY3LVNMRy05MDEAAAF-xNTBKC1wOVJy9e7ItgMLz3PLRBRvNCeiR2a6L6rV0OnH22e1QKV4z4cOOodazKfZZxRJxUU=) Display ads like banners and graphics, which have historically been less of a priority than search ads for B2B marketers, took up a greater share of US ad spending than ever before in 2020. [Read the full article.](=/ODY3LVNMRy05MDEAAAF-xNTBKC1wOVJy9e7ItgMLz3PLRBRvNCeiR2a6L6rV0OnH22e1QKV4z4cOOodazKfZZxRJxUU=) [chart-image](=/ODY3LVNMRy05MDEAAAF-xNTBKC1wOVJy9e7ItgMLz3PLRBRvNCeiR2a6L6rV0OnH22e1QKV4z4cOOodazKfZZxRJxUU=) [Podcast: Facebook's "metaverse" future, Facebook Pay expands, and Reels on Facebook's homepage]() On this episode, we discuss Facebook's Q2 performance, whether Apple's iOS update has affected ad revenues, and what Facebook means exactly when it talks about its (and everybody else's) “metaverse” future. We then talk about the impact of Facebook Pay expanding to online retailers, whether Instagram Reels could come to Facebook's homepage, and some new privacy features for kids on Instagram. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Jasmine Enberg. [“Behind the Numbers" is made possible by VTEX. Listen in.]() [chart-image]() [3 new things in advertising: Amazon’s fine, YouTube’s new ad offerings, and Google’s search growth]() Read on for three new things to know from Insider Intelligence. [Read the full article.]() [chart-image]() ©2021 Insider Intelligence Inc. 11 Times Square, New York, NY 10036 eMarketer Week in Review is published by Insider Intelligence Inc. 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