5 key stats: Reach TikTokkers after TikTok

Longer videos are easier for social media platforms to monetize [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis Editor’s Note: EMARKETER Daily will not publish on Monday, May 27, due to the Memorial Day holiday in the US. MAY 24, 2024 Happy holiday weekend to our US readers. Ahead of Memorial Day, how much will the US travel industry spend on digital ads this year? A) $4 billion B) $6 billion C) $8 billion D) $10 billion [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [5 key stats showing how to reach different kinds of TikTok users after TikTok]( TikTok parent ByteDance has until January 19, 2025, to sell the company or face a US ban. The company is suing to avoid the ban, but if the platform goes away, marketers need to know how to reach TikTok users on other platforms. From Gen Z to niche communities, here are five key stats showing the places marketers should be able to reach TikTok users. [Keep reading]( NEWS AND VIEWS [Amazon says AI-powered ‘Performance+’ ads lowered CPAs between 30%-90%]( Our view: If Amazon’s new product really is cutting down costs per acquisition by that much, the AI could offer Amazon an advantage over Meta and Google. We project Amazon will see $41.95 billion in total US ad revenues this year, or 13.9% of total digital ad spend. [Microsoft unveils the Copilot of media planning]( Our view: CoPlanner could demystify media planning, and shows that Microsoft intends to integrate GPT-4 wherever it can. [Retail marketers name ecommerce, TikTok, generative AI as most important trends of 2024]( Our view: Video is important for retail marketers. US adults will spend an average of 50 minutes a day with social video, over half (58.4%) of total time spent with social networks, per our forecast. ANALYSIS [Longer videos are easier for social media platforms to monetize]( Short-form videos are difficult to monetize since they don’t offer pre-, mid-, or post-roll ads. Instead, ads are placed between videos, making them easy to skip. As a result, platforms embracing longer videos stand to rake in more ad dollars. Brands, meanwhile, have more opportunities to get in front of users via advertising on lengthier videos, though creating their own longer content presents challenges. [Longer videos are easier for social media platforms to monetize]( [Keep reading]( THINGS TO KNOW 🍕 [Google’s AI search feature suggested using glue to keep cheese sticking to a pizza]( 🔥 [WPP adds more genAI firepower with Anthropic partnership]( 🤖 [AI is making product placement easier. Why some are opting out]( 🏀 [Warner Bros. Discovery is after NBA rights to compete with Amazon]( PODCAST [Behind the Numbers: Google is redesigning how we search, who will be America's largest retailer, and AR billboards]( 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 Awin. [The Weekly Listen: Google is redesigning how we search, who will be America's largest retailer, and AR billboards]( [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](