How marketers can do more with less

Plus: LinkedIn tests TikTik-like feature [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis MARCH 29, 2024 It is somehow already the end of Q1, which means we’re already looking ahead to the back half of the year. Join our virtual summit, “Outlook and Strategies for 2024’s Second Half,” on May 3rd to learn everything you need to know about AI, retail media, and data targeting. [Sign up today]( Was this email forwarded to you? Sign up [here](. TOP STORY [How marketers can do more with less after a rocky earnings season]( Q1 has been a mixed bag for marketers. Ad spend grew in January and February, hitting double digits for the first time since March 2022. But many tech and retail companies were hit with layoffs as companies tightened ad spend. IBM, TikTok, and Google all slashed their marketing and advertising teams. On earnings calls, Nike’s finance chief said the company is planning for a “subdued macro outlook” and Paramount mentioned “softness in the global advertising market.” [Keep reading]( NEWS AND VIEWS [LinkedIn is testing a TikTok-like short-form video feed to boost user engagement]( Our view: Some 69% of B2B marketers plan to increase their budgets for video content in 2024, the highest percentage across all categories, per a Content Marketing Institute and MarketingProfs study. LinkedIn could be right on track to meet that interest. [YouTube announces enhanced audience retention analytics tools]( Our view: 78.6% of US adults will use YouTube this year, which means creators and advertisers need advanced tools to make sure they’re reaching and retaining the right audience. [Pinterest shares algorithm insights as it shifts focus to non-engagement signals]( view: We forecast Pinterest’s US ad revenues will jump 17.2% this year to $2.66 billion. But the platform still makes up less than 1% of US digital ad spend, which means it needs to find ways to keep growing. ANALYSIS [A slight increase in minutes per day with media, thanks to another boost for digital]( US adults will spend 12:39 per day with all media in 2024, 0.9% more than last year. This increase will derive from a 15-minute boost in daily time spent with digital media, which will offset a 9-minute decline in time spent with traditional media. [A slight increase in minutes per day with media, thanks to another boost for digital]( [Keep reading]( THINGS TO KNOW 📱 [Mcommerce grows as shoppable media and social commerce gain traction with US shoppers]( 🩳 [YouTube now lets creators share exclusive Shorts with their paying subscribers]( ❌ [How brands are thinking about a possible TikTok ban]( 💬 [Facebook quit streaming, let Netflix see user DMs to keep Netflix happy: Lawsuit]( PODCAST [Behind the Numbers: The Weekly Listen]( Is Apple too big, can Aldi be the next Walmart, and is drone delivery about to get real? Tune in on [Apple Podcasts]( [Spotify]( or wherever you listen to podcasts. Or watch our video podcast on [YouTube]( [Follow us on Instagram.]( "Behind the Numbers” is made possible by Nielsen. [The Weekly Listen: Is Apple too big, can Aldi be the next Walmart, and is drone delivery about to get real?]( [Listen in]( THE BIG QUESTION Bad ads: True or false: Google suspended 90% more advertisers in 2023 than the previous year. [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]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](