Social media’s ‘death’ is a rebirth for advertisers

Plus: B2B digital ad spend growth will slow while social, display, and mobile gain ground [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis SEPTEMBER 6, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling The US Open is happening this week in New York City, which means the tennis tournament’s iconic drink, [the Honey Deuce](, is back. Since 2007, 5.4 million balls of honeydew melon have been skewered for this tennis ball-inspired drink, according to Food & Wine. That’s a lot of serves. Was this email forwarded to you? Sign up [here](. TOP STORY [What the ‘death’ of social media means for advertisers, according to our forecast]( Is social media dead? Not exactly. But it has become “[less social and more media](,” as Insider reported. - Users are posting less every day as polished influencer marketing campaigns and algorithm-curated social feeds make the stakes of posting feel too high. - But more time is being spent on most platforms, with the exception of Facebook and X (formerly Twitter). “I still log in multiple times a day to my social media accounts. And that’s true for Gen Z as well,” said our analyst Debra Aho Williamson. “They’re still checking their feeds, watching Stories, exchanging DMs, and consuming short videos.” [What the ‘death’ of social media means for advertisers, according to our forecast]( [Keep reading]( NEWS AND VIEWS [Chrome pushes ahead with targeted ads based on your browser history]( Our view: Google’s pivot away from cookies and toward its Topics API has been a long time coming. Users may be inclined to turn off tracking, which will make things difficult for advertisers. [TikTok eyes more social networking features]( Our view: TikTok wants users to stay in the app when sharing videos. It also wants to rival the success Instagram has had with direct messaging. Adding new features could help with user retention. [Google adds URL Contains targeting functionality to Performance Max]( Our view: Advertisers can now manually target URLs to feature Performance Max ads. This will help advertisers target specific types of pages, like apparel listings. BY THE NUMBERS [B2B digital ad spend growth will slow while social, display, and mobile gain ground]( - Social media platforms are top destinations for B2B digital ad buyers. The top two channels in the digital ad spending space are LinkedIn and Meta. Together, they’ll capture more than 37% of all B2B digital ad spend in 2023. - Display will dominate search by 2024. B2B video ads will help drive up display’s growth rate, with YouTube accounting for 15.0% of B2B video ad spending in 2023. LinkedIn also contributes heavily to display; it has captured at least 40% of all B2B display ad spending since 2021. [Dive deeper]( THINGS TO KNOW 📮 [Microsoft introduces audience features in Advertising Editor]( 🏠[TikTok debuts AR platform, Effect House, to rival Snapchat and Meta]( 🤔 [ANA/4A’s release industry guidelines for buying diverse media]( 🎥 [Google is putting short videos on Play Store to aid app discovery]( 🧠[How to use AI hallucinations for fun]( PODCAST [Behind the Numbers: Reimagining Retail]( What to look out for this holiday season, who will do well, and why. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Repeat that: Spotify is testing making what feature only available to premium subscribers? A) White noise podcasts B) Shuffle C) Discover Weekly playlists D) Lyrics [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](