A guide to YouTube ads

Plus: Paid social ad loads climb while lower-funnel formats gain importance [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis SEPTEMBER 12, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Digital audio is a powerful format worth adding to your marketing mix. Join our primer on today’s digital audio ecosystem tomorrow (Wednesday) at 2pm ET.[ Register here](. Was this email forwarded to you? Sign up [here](. TOP STORY [A guide to YouTube’s video ad formats]( YouTube will hit $7.36 billion in US ad revenues this year, per our forecast, compared with TikTok’s $6.19 billion. YouTube will have 236.1 million US users this year compared with TikTok’s 102.3 million. YouTube is lengthening its ad breaks and limiting ad controls for creators. And it has kept spending high by diversifying its inventory, offering skippable and nonskippable ads that play both on- and off-site. Its recent moves make what was already a powerful ad platform even more promising. Here’s our guide to what the Google-owned site has to offer. [Keep reading]( NEWS AND VIEWS [TikTok rolling out Shop to all US users]( Our view: The new Shop button has started appearing on users’ home screens, making it that much easier to buy on TikTok. If TikTok can get users buying, its ads could become even more powerful. [The antitrust trial against Google Search starts today—here’s what to expect]( Our view: Google is under fire for cornering almost all of the US search market. Google will argue consumers can elect to choose other search engines if they want, but with Google Search defaulting in Apple’s browser, it’s not exactly that simple. [Disney and Spectrum reach new deal that includes Disney+ and ESPN subscriptions]( Our view: The deal came just before Monday Night Football kicked off, but some customers already missed US Open and college football games due to The Walt Disney Co.’s blackout. The dispute could make customers suspicious of cable and streaming bundles. BY THE NUMBERS [Paid social: Ad loads climb while lower-funnel formats gain importance]( - Social media networks are cramming more ads onto their platforms. For most of social media’s history, platforms have been very cautious about increasing their ad loads. But with easy user growth drying up in their most valuable markets—and advertisers still coping with post-ATT signal loss—they are ramping up their ad loads to drive revenues. - All this energy is being exerted just to meet what are historically modest expectations: We expect US social network ad spending to increase just 3.4% in 2023. [Dive deeper]( THINGS TO KNOW 🖊️ [US Copyright Office denies protection for another AI-created image]( 🤖 [MBA students vs. ChatGPT: Who comes up with sharper ideas?]( 🦾 [Amazon distinguishes between AI-generated and AI-assisted content]( 🍎 [A history of Apple making us buy new cables]( PODCAST [Behind the Numbers: The Daily]( The imbalance between time spent and ad dollars, trying to sell NFL Sunday Ticket, and the fate of Hulu. 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 Skill drill: True or false? More than 20% of US workers fear AI will make their jobs obsolete. [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](