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Digital ad spending doesn’t match consumer habits; Meta adds new AI ad tools

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emarketer.com

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Fri, Sep 15, 2023 02:32 PM

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Plus: 4 brands Gen Z is loving right now Charts. News. Analysis SEPTEMBER 15, 2023 | By Sara Lebow,

Plus: 4 brands Gen Z is loving right now [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis SEPTEMBER 15, 2023 | By Sara Lebow, Arielle Feger, Becky Schilling, and Meaghan Yuen Harry Styles fans on Discord are in hot debate over whether some [leaked snippets]( from an unreleased song are actually AI. It’s a fair question, since people are trying to sell access to the snippets and therefore have motivation to digitally mimic the singer’s voice. The situation has people confused over what is real and what isn’t. It’s a [fine line](. Was this email forwarded to you? Sign up [here](. TOP STORY [3 areas where digital ad spending doesn’t match up with consumer habits]( Our forecast data reveals a mismatch between marketers who have been quick to transition to digital platforms, and consumers who are still spending time on traditional media like TV, newspapers, and radio. This year, 74.6% of all US ad spending will go toward digital media, while US adults will only spend 62.1% of their daily media time with digital, according to our forecast. “There [are] reasons for this money to be going [toward digital],” our analyst Ethan Cramer-Flood said on our [“Behind the Numbers” podcast](. But the degree to which marketers and advertisers have sprinted in one direction faster than the general population stands out, noted Cramer-Flood. Here are three other areas where digital ad spending doesn’t match up with consumer habits. [3 areas where digital ad spending doesn’t match up with consumer habits ]( [Keep reading]( NEWS AND VIEWS [Meta rolls out new AI-powered ad tools]( Our view: Meta is making it easier to shop in-platform, maximizing campaign spend, and offering more control over audience targeting. We expect healthy retail ecommerce holiday sales growth in the US of 11.3% YoY, and Meta wants to capitalize on the ad potential. [TikTok elevates its search game for Gen Z by integrating Wikipedia results]( Our view: TikTok search looks a bit more like Google Search with these explanatory excerpts. Gen Z’s search habits may be changing, but TikTok still has a ways to go before it can beat the giant. [Walmart brings storytelling to search via sponsored videos]( Our view: Walmart Connect is the second biggest US retail media platform by ad revenues after Amazon, according to our forecast. Adding video ads to search could increase spending. Plus, it offers brands more discovery potential within search results. ANALYSIS [4 brands Gen Z is loving right now]( Olipop uses TikTok and the promise of gut health to capture Gen Z’s attention, while Crocs leans on Gen Z’s sense of nostalgia and cool collaborations. Coach reinvented itself to appeal to a younger generation of fashion consumers who want to express themselves and GU makes its US debut as Uniqlo’s little sister. [Keep reading]( THINGS TO KNOW 💃 [TikTok took over social media with its uncanny algorithm–but at what cost?]( 🦾 [AI fuels new brand-safety worries and solutions for marketers]( 🧍‍♂️[A guide to multichannel marketing for one-person marketing teams]( 💬 [No plans for ads on WhatsApp, Meta says]( 🔤 [Media mogul offers $10B to acquire ABC from Disney]( PODCAST [Behind the Numbers: The Weekly Listen]( Buying items from TV shows, are online ratings broken, and can CNN and sports help Max? 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 Cookie monster: True or false? Eight in 10 US marketers say that they are more likely to invest in retail media because of third-party cookie deprecation. [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](

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