How to get more out of social search

Plus, United to personalize seatback ads [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis JUNE 10, 2024 Ranking on Google might be all about who you know—or rather, who knows you. What percentage of websites appearing on Google’s top 10 positions have 100,000 to 1 million backlinks? A) 2.2% B) 20.7% C) 64.9% D) 84.4% [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [Social search is strongest when marketers amplify organic efforts]( Most major social networks—including Facebook, Instagram, and TikTok (the top three social platforms by ad spending)—have enabled ads in search results. But when available, social search ads aren’t a standalone product. They’re offered as an extension of broader social campaigns. (YouTube is omitted from this analysis since we classify it as a digital video platform.) Many performance advertisers have embraced paid search formats as built-in performance optimizers, but brand marketers have been more skeptical of cost tradeoffs, leading to slower adoption. [Keep reading]( IN THE NEWS [United Airlines tests personalized ads on back-of-seat TVs]( The airline says the ads on seatback screens will increase its out-of-home and digital ad presence and boost revenues. Our view: With investors pressuring companies to increase revenues, tapping into the high demand for ad space and data is a no-brainer. [Keep reading]( ANALYSIS [Pacsun, Pinterest lean into music festival culture to appeal to Gen Z consumers]( For [Gen Z]( music festivals like Coachella or Stagecoach aren’t just about the music—they’re about self-expression. Because of how closely Gen Z links festivals and fashion, apparel brands like Pascun are using the events to connect with the young festivalgoers. And Pinterest is tapping both online and on-site activations for Coachella. [Keep reading]( THINGS TO KNOW 🍎 [Apple’s AI opportunity is all about the big picture]( 📱 [TikTok is testing Snapchat-like streaks]( 👔 [PR professionals abandon X for LinkedIn]( 📝 [Google launches educational hub for marketers using AI]( PODCAST [Behind the Numbers: Ad-supported vs. ad-free viewers, how streamers are driving revenue, and how TV consumption will look]( On today's podcast episode, we discuss who's leading the ad-supported vs. ad-free video streaming race, how much money is coming from both avenues, and how streaming will differ from (and look the same as) cable in a few years. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts.[Follow us on Instagram.]( “Behind the Numbers” is made possible by Roundel. [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](