Linear loses its majority; Google opens Demand Gen in beta

Plus: Established brands are beating digital natives at their own D2C game [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis AUGUST 16, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Substack lets users [follow writers]( now, inching the newsletter platform closer toward becoming a social media app. You can even follow someone without subscribing to them, which means Substack writers need to decide if their hottest takes should go in the short-form or long-form feed. Was this email forwarded to you? Sign up [here](. TOP STORY [New data: Linear TV fell below 50% viewing share in July for the first time]( Key stat: Share of viewing time between cable and broadcast TV in the US fell to a combined 49.6% last month, according to Nielsen. - Cable TV accounted for 29.6%, while broadcast made up 20.0%. - That’s a month-over-month decline from 51.4% linear TV viewing share in June 2023. - And it’s down even further YoY, from 56.0% in July 2022. [New data: Linear TV fell below 50% viewing share in July for the first time]( [Keep reading]( NEWS AND VIEWS [Google Demand Gen campaign opens in beta, will soon replace Discovery ads]( Our view: Getting into the Demand Gen beta early will help advertisers once Google sunsets Discovery ads. [Google’s AI search experience adds AI-powered summaries, definitions, and coding improvements]( Our view: Google’s Search Generative Experience still has a long way to go in terms of result accuracy and user experience. Publishers should watch out for more updates as Google hones the new tech. [YouTube launches Samples, akin to Shorts for YouTube Music](Our view: Samples would compete with both TikTok and music streamers like Spotify and Apple Music, although YouTube Shorts already do just that. It’s unclear what the ad opportunity will look like on Samples. BY THE NUMBERS [Established brands are beating digital natives at their own D2C game]( - Established brand D2C ecommerce sales in the US will see $134.55 billion in sales this year, while digitally native vertical brands (DNVBs) will make $34.84 billion, according to our forecast. - Established brands’ D2C ecommerce sales in the US will grow by double digits through the end of our forecast period in 2025, while DNVBs will grow by just 1.8% this year and single digits through 2025. Here are five charts showing D2C growth, ad strategies, and category dynamics. [5 charts showing D2C’s shift toward established brands]( [Dive deeper]( THINGS TO KNOW 🏅 [DraftKings doubles down on marketing amid rising competition in sports bettingÂ]( 🥤 [Coca-Cola creates Web3 art gallery with ‘Masterpiece’ NFT collection]( 📺 [It’s time to rethink viewer relationships with streaming services]( 🗞️ [This week’s agency news, executive moves, and account changes]( PODCAST [Behind the Numbers: Reimagining Retail]( Online grocery-buying habits, and can Uber and DoorDash push further into grocery? Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Keep surfing: The Roku Channel is adding more than 40 new channels, including a channel dedicated to which of the following? A) “Friends” reruns B) Country music videos C) “SpongeBob SquarePants” episodes D) YouTube creator MrBeast [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](