Does ad spending’s recent uptick signal a rebound?

Plus: Updates from TikTok, Threads, and OpenAI [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis JULY 14, 2023 | By Sara Lebow, Arielle Feger, Becky Schilling, Alex Samet The Screen Actors Guild [announced a strike yesterday](, sparking the first time Hollywood’s actors’ and writers’ unions have been on strike at the same time since 1960. Actors and writers are worried about AI and automation. The strikes will slow content creation even more, which could limit or weaken TV ad inventory. Was this email forwarded to you? Sign up [here](. TOP STORY [US ad spend increased in May, but is it a rebound?]( After 11 months of US ad declines, Standard Media's US Ad Market Tracker showed 2.5% growth in May, signaling a potential rebound. Even with mixed signals and uncertainties, there is at last a sign of hope, our analyst Paul Verna said on a recent episode of “Behind the Numbers.” “There is going to be some recovery, hopefully starting later this year, but if not, then certainly in the next couple of years,” said Verna. “[May’s growth was] encouraging for sure, but it's part of a set of data that's very noisy in an environment where there's just not a lot of clarity. You almost wish that the economy and the ad industry would make up its mind and just go into a recession if it has to, and then come out as quickly as possible.” [Keep reading]( NEWS AND VIEWS [TikTok, Redbox join for OOH advertising deal]( Our view: TikTok has been moving further into out-of-home (OOH) advertising, inking a recent deal with Gas Station TV. These partnerships could boost digital OOH content quality and help attract a new audience to TikTok. [Threads adding branded content tools to create paid promotion opportunities]( Our view: As expected, Threads is adopting Instagram’s tools to make influencer marketing easier on the platform. Ads will take a bit longer, but they’re likely on their way. [OpenAI’s new venture with AP unfolds amid FTC’s ChatGPT investigation]( Our view: The Federal Trade Commission (FTC) is investigating potentially harmful marketing tactics on ChatGPT, even as partnerships abound for the platform. Despite these concerns, don’t expect generative AI to go away. ANALYSIS [What motivates Gen Z consumers to shop]( They struggle to balance their desire for sustainability with their budget and aren’t as brand loyal as past generations. TikTok is their platform of choice, while the metaverse is not quite there yet. Hear from Gen Z consumers in their own words on what matters, how they shop, and what brands need to do to earn their loyalty. [Keep reading]( THINGS TO KNOW 🤕 [Repetitive ads ‘damage brand reputation and purchase intent’]( 📺 [Telly starts shipping free, ad-supported 4K TVs]( 🏆 [7 commercials nominated for 2023 Emmy Awards]( 🛍️ [Amazon wins as shoppers use Prime Day to stock up on essentials]( 🧵 [‘Now the hard part begins’ for Threads, our analyst writes]( PODCAST [Behind the Numbers: The Weekly Listen]( Will Threads replace Twitter, is the internet turning into TikTok, and ‘click to cancel’ pushback. 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. [Listen in]( THE BIG QUESTION The Prime Days are over: What percentage of day one Prime Day shoppers knew it was Prime Day before shopping? A) 57% B) 74% C) 85% D) 97% [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](