Marketing post TikTok in 5 charts; Ad spend is still growing

Plus: Bing makes inroads, but still isn’t close to Google Search [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis MARCH 27, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling On this day in 1952, “Singin’ in the Rain” premiered at Radio City Music Hall. They probably timed the release to get people excited for April showers. [What a glorious feeling](. TOP STORY [5 charts showing where people (and advertisers) would go after TikTok]( If TikTok gets banned (and it’s a very big “if”), advertisers need to know where consumers will go. Instagram and YouTube would be likely beneficiaries, but OTT TV like Netflix could also see gains. Advertisers may even branch out to other categories entirely, like retail media. Here are five charts showing what could happen. [5 charts showing where people (and advertisers) would go after TikTok]( [Keep reading]( NEWS AND VIEWS [US ad revenues will rise 3.4% this year, down from 5.7% in 2022]( Our view: Like Magna, we forecast softer ad growth this year over last year. But the market is still growing, even as economic factors lead to tightening budgets. [Bing makes inroads, but still isn’t close to Google Search]( Our view: Google isn’t sounding any doomsday alarms, but we can’t imagine it’s pleased. Google’s Bard needs to impress to avoid losing search share. But publishers will probably be hurt in the AI search crossfires. [Marketers respond to TikTok CEO’s testimony and potential ban]( Our view: It’s looking more and more like Congress will try to ban TikTok. The question is what that will look like. A total banishment seems unlikely, but other actions like limiting monetization could still hurt the platform. ANALYSIS [DoorDash on how it’s expanding its platform to maximize value and convenience]( [Victoria’s Secret, Party City, and Lush Cosmetics]( are the newest retail partners DoorDash has added to its platform as it expands beyond restaurant delivery to offer customers on-demand delivery for alcohol, grocery, and convenience items. We spoke with Tom Pickett, chief revenue officer at DoorDash, about the company’s journey beyond meal delivery, balancing cost and convenience, and how it’s expanding its business model. [Keep reading]( THINGS TO KNOW ✏️ [How to write title tags for SEO with ChatGPT]( 👯 [Is your AI-Generated content protected by US copyright?]( 🏷️ [New York State mulls 8% ‘Netflix tax’]( 💵 [Businesses ready to double down on TikTok spend]( ☁️ [Shopify and Google Cloud team up on AI-driven search]( PODCAST [Behind the Numbers: Around the World]( Regional TikTok bans so far, and what might happen next. 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 It ads up: Which platform made the most ad revenues per streaming viewing hour in the US last year? A) Peacock B) Disney+ C) Hulu D) HBO Max [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](