TikTok for B2B?; Facebook’s new Link History

Plus: More streaming viewers are adopting ad tiers [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis JANUARY 3, 2024 | By Sara Lebow, Arielle Feger, and Becky Schilling Mickey Mouse has entered the [public domain](. The Walt Disney Co. has protected the character from entering the public domain for years, but as of January 1, early versions of the mouse’s copyright have expired—and you can bet creators will capitalize. TOP STORY [Should you be using TikTok for B2B marketing?]( B2B marketers are increasingly targeting younger, digital-first audiences on social media platforms, we noted in our B2B Digital Ad Spend Forecast 2023 report. While LinkedIn and Meta will account for a combined 42.2% of US B2B digital ad spend in 2024, according to our forecast, TikTok is emerging as a contender for organic and creator-based B2B marketing. Here’s the case for B2B marketing on TikTok. [Should you be using TikTok for B2B marketing?]( [Read online]( NEWS AND VIEWS [Facebook’s new ‘Link History’ tracks all the links users click to target ads]( Our view: Meta has always tracked link clicks, so the new feature is really just a way of asking for permission for something it already does. [TikTok claims non-users consent to tracking on Hulu, Etsy, elsewhere]( Our view: TikTok is allegedly tracking these individuals via a TikTok pixel embedded on other websites, according to the lawsuit. TikTok argues that if those websites disclose third-party cookies (which they do), people are giving consent. [LinkedIn ad prices surge as advertisers’ X boycott continues]( Our view: X’s pain is LinkedIn’s gain. If you’re one of the advertisers pulling away from X (formerly Twitter), whether it’s due to controversial statements by its CEO or simply because you’re not seeing ROI, LinkedIn could be a good alternative, even as prices rise. ANALYSIS [More streaming viewers are adopting ad tiers]( Streaming services are raising subscription prices to nudge viewers to choose advertising plans. While striving toward profitability amid rising content costs, streaming services have prioritized ad-supported tiers, which tend to generate more revenues per user than ad-free tiers. - Ad-supported sign-ups are increasing. One-fourth of streaming sign-ups were ad-supported through H1 2023, up from about one-fifth in 2021, according to a June 2023 Antenna report. With Prime Video set to introduce advertising in 2024, ad-supported sign-ups will continue to increase. - The likelihood that viewers will choose an ad tier varies by platform. Over two-thirds of the viewership on Peacock, Paramount+, and Hulu will be ad-supported next year, according to our inaugural US ad-supported streaming viewers forecast. But after avoiding ads for more than a decade, Netflix is taking a cautious approach to shifting viewers over. [Keep reading]( THINGS TO KNOW 🏈 [Amazon Prime Video’s ‘Thursday Night Football’ sees strong growth among young, female viewers]( 🐕 [How Australia’s ‘Bluey’ conquered children’s entertainment]( 👎 [Almost half of UK teens feel addicted to social media, study says]( 👆 [Advertisers tried to clean up clickbait in 2023. Jury’s out on whether it’s working]( PODCAST [Behind the Numbers: Reimagining Retail]( 2024 retail trends (Shark Tank style)—The in-store renaissance, livestream shopping, and buying RMNs. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Toaster tactics: Pop-Tarts’ edible mascot gained attention after toasting itself during the Pop-Tarts Bowl. Which food organization’s mascot held up a sign describing itself as “non-edible” during a bowl game? A) Duke’s Mayonnaise B) Avocados From Mexico C) Idaho Potato Commission D) Cheez-It [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 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](