Google’s antitrust trial, explained for marketers

Plus: Brand approaches to budget-conscious customer acquisition [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis OCTOBER 6, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Want to hear our predictions for 2024? Join us at our November “Attention!” summit, featuring experts from PepsiCo, Ulta Beauty, Domino’s, and more. [Sign up for the November 3 event today](! Was this email forwarded to you? Sign up [here](. TOP STORY [What marketers need to know about the Google Search antitrust trial]( As the DOJ’s antitrust trial over Google Search continues, the ad giant could be at real risk of having to alter its search business. “The DOJ has a really strong case here,” said our analyst Evelyn Mitchell-Wolf on our “[Behind the Numbers](” podcast. “It's not looking great for Google.” Key stat: US Google Search ad revenues will hit $57.49 billion in 2023, accounting for 52.2% of total search ad spending in the US, according to our forecast. There aren’t a lot of search sellers to begin with, while the buy side is crowded. - Amazon will have 21.7% share in 2023, followed by Microsoft at 5.3% and Apple at 4.7%, per our forecast. - “One seller has enough market share to dictate prices,” said Mitchel. [Keep reading]( NEWS AND VIEWS [Google releases October 2023 broad core update]( Our view: Google has a spam update rolling out alongside this broad core update, so keep an eye on site traffic and analytics, because they could be affected by either. [Meta’s subscription push is the latest of many social media subs]( Our view: The industry's tilt toward ad-free versions emphasizes the importance of user experience and data privacy in today's digital era—and could also herald an evolution in social media monetization. [US marketers increase email marketing budgets as they seek ways to improve engagement]( Our view: Email marketing is favored by marketers because of its high return on investment, but Google’s new email sender guidelines could throw a wrench in marketers’ email plans by making it easier to unsubscribe from bulk senders. For more insights and key statistics on the biggest trends in today’s most disruptive industries, [subscribe to our Chart of the Day]( newsletter. ANALYSIS [Brand approaches to budget-conscious customer acquisition]( Brand marketers have to be strategic as a challenging 2023 has taken its toll on marketing budgets. CMOs worldwide expect to spend 9.1% of company revenues on marketing compared with 9.5% in 2022, according to May data from Gartner. And considering revenues are also lower for many companies, that pie is getting even smaller. “In terms of top-of-funnel spend, [we’re] thinking about the right seasonal moments to focus on awareness but also not overspend,” said Jamie Lee, vice president of marketer marketing at Vital Proteins, at the recent eTail Boston 2023 conference. Here are some tips and takeaways from Lee and other marketers during their eTail panel. [Keep reading]( THINGS TO KNOW 🤖 [Many marketers find AI helpful even though concerns persist: survey]( 📱 [Organic vs. paid social media: How to align your strategy]( 🏀 [NBA can shift the balance of power in media with its next rights deal]( 🖱️ [Why wouldn’t you use 28-Day click?]( PODCAST [Behind the Numbers: The Weekly Listen]( What to make of the writers strike deal, the synthetic social network, and wearable AI tech. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Intuit Mailchimp. [Listen in]( THE BIG QUESTION Score! Taylor Swift has made headlines for sitting beside NFL player Travis Kelce’s mom at recent football games. Which big brand figure was also seen talking to Donna Kelce in a recent marketing stunt? A) Jake from State Farm B) Flo from Progressive C) Martin the Geico gecko D) Lily from AT&T [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](