3 OOH activations to learn from; Ad agency employment reaches new high

Plus: D2C CPG brands are abandoning Facebook ads while ramping up their TikTok spend [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis JULY 11, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Are consumer packaged goods getting spicier? Heinz recently introduced Spicy Ketchup and Heinz Hot 57 Sauce, citing Mintel data that found US millennials and Gen Zers are looking for spicy sauces. The move is consistent with other[Gen Z flavor trends]( like colder coffee, lighter beer, and a pivot from beef to chicken. Pass the Cholula, please! Was this email forwarded to you? Sign up [here](. TOP STORY [3 innovative OOH ad activations and what you can learn from them]( With $9.15 billion in US ad spending going to out-of-home (OOH) advertising this year (up 7% from last year) and an increasing portion of that spending going to digital (31.4% this year, rising to 40.4% by 2027), per our forecast, advertisers should be innovating on this somewhat traditional format. Here are three unique OOH ad activations. [Keep reading]( NEWS AND VIEWS [US ad agency employment marks all-time high]( Our view: After a rough year, more jobs in advertising is positive news for agencies. However, jobs may take a dip in the next few years as automation moves further into advertising. [Analysts forecast 10% drop in Hulu ad spending, citing cutbacks]( Our view: We’re forecasting a 10.3% rise in Hulu’s US ad spending, for a total of $4.15 billion this year. [TikTok wants to compete with Apple Music with new streaming service]( Our view: Music adds to TikTok’s [growing list of ventures](, which means advertising on TikTok could soon go far beyond short vertical video ads and into audio and beyond. ANALYSIS [D2C CPG brands are abandoning Facebook ads while ramping up their TikTok spend]( As Facebook loses relevance with younger audiences, D2C ad budgets for consumer packaged goods (CPG) brands are diversifying into emerging channels. Facebook is losing share of CPG and beauty brands’ D2C ad spending fast, while TikTok has captured the zeitgeist among CPG and beauty D2C brands. Meanwhile, most of Facebook’s share is moving to video. [D2C CPG brands are abandoning Facebook ads while ramping up their TikTok spend ]( [Keep reading]( THINGS TO KNOW 🪟 [8 Microsoft advertising updates]( 📷 [What to know about the FTC’s new influencer marketing guidelines]( ▶️ [YouTube wants to hear complaints about Premium subscription]( 🤝 [How to win SEO allies and influence the brand guardians]( PODCAST [Behind the Numbers: The Daily]( Millennials and healthcare, unapproved weight loss drugs, and Gen Z meets health providers on TikTok. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Verisk Marketing Solutions. [Keep reading]( THE BIG QUESTION YouTube time machine: What was the first YouTube video to hit 1 billion views? A) Baby Shark Dance B) Charlie Bit My Finger C) Despacito D) Gangnam Style [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](