TikTok saved the video star

Did Meta dodge ATT, Ad-conomics 101, and taking on TikTok Charts. News. Analysis By Sara Lebow, Arielle Feger, and Becky Schilling | September 23, 2022 On this day in 1962, “The Jetsons” aired as ABC’s first color TV series. The show accurately predicted video calls, smartwatches, and robot vacuums. But its bet on flying cars is looking [less and less likely](. Check out today’s stories, written in full color: - [Taking on TikTok]( - [Did Meta dodge ATT?]( - [Ad-conomics 101]( TOP STORY [Race against the TikTok]( The takeaway: As Facebook, YouTube, and Instagram chase TikTok’s success in cornering short-form video, the race underscores just how important video has become as a marketing channel. “Brands really should be shifting more budget into video, and I don't mean just TikTok,” our analyst Jasmine Enberg said on a recent [“Behind the Numbers” podcast](. “TikTok is clearly raking in ad dollars as a result of a lot of these economic challenges and privacy policy changes,” she said. “But it should be looked at as kind of a big-picture thing, so social marketing strategies—meaning advertising, organic content, and creator partnerships—should all be video-first right now.” Targeting TikTok: Trying to beat TikTok might be a lost cause, but Enberg said platforms will have an easier time cloning TikTok’s approach to short video than reinventing it. Still, this week both Facebook and YouTube announced efforts to bolster their short-video products. [Keep reading]( [Webinar: New Mobile Ad Strategies for 2023]( Mobile ad spending in the US will hit $168.88 billion this year, and we expect rapid growth to continue through 2026. Join eMarketer’s Analyst Webinar, made possible by InMobi, to hear new monetization opportunities for advertisers as consumers evolve, regulations tighten, and new business models emerge. [Register Now]( ADVERTISEMENT ANALYSIS [Did Meta meddle with ATT?]( A [class-action lawsuit]( alleges Meta injects a tracking code into its browser to collect user data, skirting Apple’s AppTrackingTransparency (ATT). The lawsuit is the latest in a string of regulatory and reputational hits to the Facebook and Instagram parent. Why try? ATT has been crushing Meta. In February, CFO David Wehner said the company expected to lose $10 billion in revenue this year. With users opting out of sharing data with Meta, the company needs to find a new way to appease users and advertisers alike. [Meta is accused of using a secret AppTrackingTransparency workaround]( [Keep reading]( [Webinar: How to Drive Genuine Ad Traffic]( Learn how to identify invalid traffic, improve attribution measurement, and get the most out of your advertising budget. Join eMarketer’s Tech-Talk Webinar, presented by TrafficGuard. [Register Now]( ADVERTISEMENT THINGS TO KNOW [Slow your ad roll]( YouTube is toying with its ad strategy. The platform is beefing up [Shorts]( by including ads; it [tested users’ ad tolerance]( by running as many as 10 unskippable ads before videos. This central question isn't new: How many ads and ad breaks will users put up with? My skips don’t lie: YouTube’s ads function differently than other digital video platforms. For YouTube videos, ads are fairly [evenly distributed]( across placements. Post-roll ads are most common (42%), followed by pre-roll (30%) and mid-roll (28%). That’s not the case with other platforms, where 97% of ads tend to run pre-roll. Wherever you listen to podcast ads: YouTube and short video aren’t the only places where ad volume and placement matter. Pre-roll podcast ads had the [highest conversion rate]( as of Q2 2022 (1.16%), with mid-roll close behind (1.10%), according to Podsights. Post-roll ads have the lowest conversion rate by far (0.83%), likely due to listeners dropping off. [A look at ad placement and volume in short video and podcasts]( [Se what our analyst has to say]( PODCAST [Behind the Numbers: The Weekly Listen]( Amazon’s NFL Debut, TikTok the search engine, and buying with emojis. Listen in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [“Behind the Numbers” is made possible by Neustar, A TransUnion Company]( NEWS AND VIEWS 😴 [Will TikTok become boring?](When the content style that made you a star migrates to every other platform, the novelty wears off. 🕳️ [Chief metaverse officers. What are they good for?]( Some companies are still paying big dollars for these new roles, despite their limited effects on the current-verse. 🏭 [Marketers want the ad industry to reduce its carbon footprint.](Study finds 61% of marketers are at least tracking the carbon cost of their digital marketing campaigns. 🤦 [Can we cut the cliché from content marketing?]( Don’t cry over spilled milk and just ditch the jargon already. In fact, avoid it like the plague. 🍩 [Dunkin’ promotes from within for a new CMO.]( Jill McVicar Nelson, who’s been with the chain since 2011, is credited with the famous dropping of “Donuts” from the brand name. THE BIG QUESTION What’s the “sweet spot” when it comes to podcast length? A) 20 minutes B) 27 minutes C) 37 minutes D) 43 minutes [Get the answer]( [Webinar: New Mobile Ad Strategies for 2023]( Mobile ad spending in the US will hit $168.88 billion this year, and we expect rapid growth to continue through 2026. Join eMarketer’s Analyst Webinar, made possible by InMobi, to hear new monetization opportunities for advertisers as consumers evolve, regulations tighten, and new business models emerge. [Register now]( ©2022 Insider Intelligence, 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence, Inc. Email sent to: {EMAIL} [Unsubscribe]( | [Change email address]( | [Update preferences]( | [Advertise]( | [Privacy Policy]( If you cannot view the HTML newsletter, please [read it in your browser here](.