The era of influencer efficiency

Plus: YouTube’s tips for Shorts ads [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis APRIL 19, 2024 Happy Friday! Let’s check in on our overall ad market. True or false? US digital ad spend will surpass 75% of total media ad spend this year. [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [The era of influencer efficiency is here]( Most brands are increasing their influencer marketing budgets. Many creators say brand deals are drying up. Both are true: More money is flowing into influencer marketing, but new high-profile partnerships are harder than ever for creators to come by. Brands are spending their influencer dollars more thoughtfully. Marketers have more tools, experience, and data than ever before. They’re leveraging those resources to optimize influencer strategies, rather than blindly throwing dollars behind the tactic. Budgets are rising, but spending is going primarily to omnichannel campaigns with big creators with whom brands have established relationships. [Keep reading]( NEWS AND VIEWS [Netflix posts strong Q1 results thanks to advertising growth and password-sharing crackdown]( Our view: Our forecast indicates that by 2024, Netflix will boast 180 million viewers, far outpacing its closest rivals, including Amazon Prime Video, Hulu, and Disney+, which are expected to have over 100 million viewers each. [Meta could launch Threads ads this year]( Our view: Threads ads could be a good addition to brands’ existing Meta ad strategies. The ability to use data Meta already has on Instagram and Facebook users could make the advertisements more targeted than competitor X’s ads. [Meta’s new AI assistant is rolling out across WhatsApp, Instagram, Facebook and Messenger]( Our view: Meta seeks to establish itself as a generative AI leader and pull ahead of ChatGPT along the way. Its strategy of putting AI where users already spend their time could work. ANALYSIS [Best practices for YouTube Shorts ads, according to YouTube]( Marketers need a vertical video ad strategy for YouTube Shorts to reach the 164.5 million US viewers that will use the platform this year, per our forecast. Much of what works on TikTok will work on Shorts because the platforms are so similar. But because a lot of YouTube creators are used to longform, they may need some guidance. Here are some of YouTube’s own best practices for Shorts ads from its ABCDs of effective video ads guide. [Keep reading]( THINGS TO KNOW 📝 [TikTok begins rolling out Instagram competitor ‘Notes’ app]( 🗣️ [Microsoft’s new AI model turns photos into ‘talking faces’]( 👎 [Google’s ad-privacy changes fall short, UK regulator says in internal documents]( 📈 [US search ad revenues hit record $88.8 billion in 2023]( 🏑 [The Olympics’ role in culture is evolving, and advertisers are moving with it]( PODCAST [Behind the Numbers: The Weekly Listen]( What replaces “Just Walk Out” as the future of retail, the Atlantic's come back, and igniting TV shopping. 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 Walmart Connect. [Listen in]( 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](