TikTok dishes on in-feed vs. Spark Ads; Google addresses PMax concerns

Plus: Video dominates social time—but it’s reaching a saturation point [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis AUGUST 22, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling The voice of Mario is [stepping down](. Does this mean Nintendo is hiring someone else to say “it’s-a me!”? Because we’ll start our vocal warm ups now. Was this email forwarded to you? Sign up [here](. TOP STORY [TikTok breaks down the difference between in-feed and Spark Ads]( Key stat: $6.19 billion (9.0% of US social media ad spend) will go to TikTok this year, according to our forecast. Marketers need to make sure they’re putting their TikTok budget to good use by choosing the right ad types for the right activations. Here’s an overview of in-feed versus Spark Ads on TikTok. [Keep reading]( NEWS AND VIEWS [Google responds to Performance Max and brand safety concerns]( Our view: Google says brand safety concerns result from a misunderstanding, and offered clarity on how safety tools work in Performance Max. Whether or not that’s the case, some trust has been lost in Google Ads’ reliability. [YouTube will use its own co-viewing data for CTV advertising, raising transparency concerns]( Our view: Co-viewing, when multiple people watch YouTube on the same screen, is hard to track. Advertisers will now have to trust YouTube’s data when buying ad spots. [Microsoft’s Satya Nadella is winning Big Tech’s AI war. Here’s how]( Our view: Microsoft may be on top in terms of AI, but in order to really win the war, Microsoft needs to convince users to actually use its tech. And taking share from Google is a challenge. BY THE NUMBERS [Video dominates social time—but it’s reaching a saturation point]( - Video’s share of daily social user time will rise more slowly than previously. Between 2019 and 2022, that share rose by more than 20 points, reaching 53.3%, per our forecasts. But users will add successively fewer social video minutes between 2023 and 2025: 4.5 in 2023, 3.0 in 2024, and just 1.7 in 2025, to reach 65.3 minutes per day. - TikTok’s average daily time among users is rising slower than expected. But time spent on other types of social video hasn’t kept up with TikTok. - Continue to invest in social video advertising. The slowing growth in social video time is not a signal to cut back expenditures; more than 4 in 10 video ad dollars will go to social video this year. But now is not the time to overindex on these ads versus ads in feeds, Stories, and other social media placements. [Dive deeper]( THINGS TO KNOW 📺 [Analyst: US OTT boom years are over]( ▶️ [YouTube trials smaller ‘Skip Ads’ button]( 📸 [Instagram adds a chronological feed for Reels and Stories in Europe]( 🎙️ [Apple Podcasts gain new creator tools, including Subscription Analytics]( 👻 [Snapchat expanding further into generative AI with ‘Dreams’]( PODCAST [Behind the Numbers: The Daily]( Disney+ loses users, what's next for writers strike negotiations, and The Roku Channel establishes itself. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Awin. [Listen in]( THE BIG QUESTION Read my lips: True or false? More than half of Gen Zers use subtitles when watching TV. [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, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](