LinkedIn wins as B2B gets younger; US ad market grew 6.2% in July

Plus: What brands can learn from Barnes & Noble’s reinvention [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis AUGUST 28, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling It’s almost September, which means it’s almost October, which means it’s almost the holiday season. Learn how to crush this year’s holiday season with shopping ads in our webinar on August 30. [Sign up here](. Was this email forwarded to you? Sign up [here](. TOP STORY [Text-based app struggles could be LinkedIn’s gain as B2B audience gets younger]( What’s happening? Active user figures are falling on both X (the platform formerly known as Twitter) and Meta’s Threads, which started strong but has stumbled recently, with more than 80% of users logging off. Their loss could be LinkedIn’s gain, as both Gen Z use of the platform and B2B ad spend there increase. - US LinkedIn user growth will accelerate to 6.3% this year for a total of 75.8 million users, according to our forecast. - US ad revenue growth on LinkedIn will hit 8.8% this year for a total of $3.95 billion, and will accelerate in 2024 to 15.1% growth, per our forecast. [Text-based app struggles could be LinkedIn’s gain as B2B audience gets younger]( [Keep reading]( NEWS AND VIEWS [US ad market climbs 6.2% in July]( Our view: The ad market shrunk almost every month this past year, so July’s gains are a great sign. This is the biggest gain in monthly US ad spending since April 2022, according to MediaPost. [YouTube demystifies the Shorts algorithm, views and answers other questions]( Our view: Clarification on what counts as a view, how content is served, and ideal video length will help creators and advertisers best use the platform. [TikTok steamrolling past Instagram in user attention time, but still far behind on ad dollars]( Our view: TikTok needs to convince advertisers that its products are worth investing in. The platform has made recent headway by expanding ad types with the addition of search ads. ANALYSIS [What brands can learn from Barnes & Noble’s reinvention]( Instead of trying to compete with Amazon, Barnes & Noble is changing to appeal to consumers looking for the experience of an independent bookstore with the resources of a large chain. Leaning on local inspiration and a store layout that optimizes discovery, Barnes & Noble is revamping its 596 locations, as well as its membership program. Here are four takeaways from the bookstore’s journey. [Keep reading]( THINGS TO KNOW 🧠[TikTok Smart Performance Campaigns: What you should know]( 📀 [Netflix is ending DVD rentals (but letting renters keep them)]( 🥣 [How Gen Zers are rewriting the rules of the internet]( 📺 [Ad buyers say they’re moving 20% of budget out of network, cable TV amid strikes]( 🤝 [Disney and Amazon in talks to strike an ESPN partnership]( PODCAST [Behind the Numbers: Around the World]( Mapping FASTs—How big is the space, what's the advertiser opportunity, and who are the competitors? 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 Look it up: Search ad revenues will grow the fastest at which US company this year? A) Google B) Apple C) Amazon D) Microsoft [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](