Retail, social media make tense friends; TikTok builds paywall

Plus: If TikTok gets banned, where does brand ad spend go? [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis MARCH 7, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling What do Kraft Mac & Cheese, Oscar Mayer, and Claussen have in common (beyond being Kraft Heinz products)? You can buy them all in gummy form in the same pack. The [special Easter product]( looks good, but we may opt for the non-gummy foods instead. TOP STORY [Can social media and retail media be friends?]( Search is already a major component of retail media; social is the next integration. Advertisers still view social media as a discovery medium and retail media as a conversion-driver. But both platforms are “potentially full-funnel,” according to Liz Cole, executive director and US head of social at VMLY&R, speaking at our “Attention!” summit. [Keep reading]( NEWS AND VIEWS [TikTok introduces paywalled content, with videos up to 20-minutes long]( Our view: More social platforms are moving behind paywalls. TikTok is entering its next phase of monetization and diversifying revenues beyond advertising. [Utah lawmakers pass bill outlawing social media ads to teens]( Our view: In addition to the ban, a second Utah bill would prohibit social media designed to cause “a minor to have an addiction.” These bills are consistent with [President Biden’s State of the Union]( remarks about protecting children from advertising, and spell bad news for social platforms and advertisers. [The giants of ad tech are facing challengers in the privacy era]( Our view: Meta, Google, and Apple are somewhat vulnerable to competition as the way they target consumers changes, but they’re all still in pretty good shape. The duopoly of Meta and Google has lost about 2% share worldwide over the past two years, according to our forecast. INDUSTRY VIEWS [Why marketers should diversify ad spend in a recession]( Marketers may be nervous about increasing advertising spend in an unstable economic climate, but doing so can be a strategic move given that recessions are often followed by periods of prosperity and growth. Read this sponsored article, contributed by Wunderkind. [Why marketers should diversify ad spend in a recession | Sponsored Content]( [Keep reading]( ANALYSIS [If TikTok gets banned, where does brand ad spend go?]( If—and it’s a big if—TikTok were banned, where would its piece of the $36 billion in social network video ad spend go? Our analysts weigh in. [If TikTok gets banned, where does brand ad spend go? ]( [Keep reading]( THINGS TO KNOW ▶️ [3 ways to improve paid acquisition on YouTube]( 🌏 [Netflix to increase Asia content spending by 15% in 2023]( 🍀 [TikTok rolls out ‘Project Clover’ to assure Europeans on data]( 📺 [Pay TV subscribers fell by 5.9 million in 2022]( ✂️ [Meta plans thousands more layoffs as soon as this week]( 🦾 [Microsoft aims to include generative AI across enterprise]( 🤖 [Salesforce follows Microsoft in launching AI]( PODCAST [Behind the Numbers: The Daily]( Why time spent online is falling, people's changing search behaviors, and announcements from MWC 2023. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Meltwater. [Listen in]( THE BIG QUESTION Name the celebrity: Jersey Mike’s didn’t want to tread in the celebrity ad waters, but ad agency Highdive slipped in a spot with which celebrity? [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, 11 Times Square, New York, NY 10036 [LiveIntent Logo]( [AdChoices Logo](