What’s ahead for mobile marketing; TikTok says non-skippable ads hurt

Plus: Lessons behind 2023’s 5 fastest-growing brands, including ChatGPT and Shein [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis Editor's Note: eMarketer Daily will not publish Monday, January 15, due to the Martin Luther King Jr. Day holiday in the US. JANUARY 12, 2024 | By Sara Lebow, Arielle Feger, Becky Schilling, and Meaghan Yuen Nickelodeon is airing its own alternative slime-covered Super Bowl broadcast this year. So while we still don’t know which teams are playing, we can at least count on the [Bubble Bowl marching band]( playing the halftime show. Was this email forwarded to you? Sign up [here](. TOP STORY [3 mobile predictions for 2024]( From the rise of foldable smartphones, the shift in ad spend from browsers to apps, and the growth of shoppable media, these predictions from our analysts reveal how evolving consumer behavior will impact the mobile advertising market. [Keep reading]( NEWS AND VIEWS [Google directly addresses advertiser concerns about the Privacy Sandbox]( Our view: Google is responding to pushback and has given certain sites the ability to delay being subject to the phasing out of cookies. But its recent attempts at stronger communication are a clear signal that the time to prepare for change is now. [TikTok says non-skippable video ads may hurt engagement]( Our view: Marketers need to consider how the viewer experience factors into engagement and adjust their ad strategy accordingly. [Everything to know so far about the ads in Super Bowl 58]( Our view: As one of the biggest advertising moments of the year, everyone will be watching to see what brands do. ANALYSIS [The lessons behind the 5 fastest-growing brands of 2023]( When we think about the brands that skyrocketed last year, some immediately come to mind, like ChatGPT and Shein. Some of the other names, however, might surprise you. Here are the top five brands that had the biggest rise in purchasing consideration last year, according to Morning Consult’s [Fastest Growing Brands 2023]( report, and what brands can learn from their ascent. [Keep reading]( THINGS TO KNOW 🧠[Gen Z is not a monolith]( 🎙️ [Podcasting is in its YouTube era]( 👀 [Google adds competitive data to Performance Max auction insights box]( 😍 [Calvin Klein CMO on that Jeremy Allen White ad]( PODCAST [Behind the Numbers: The Weekly Listen]( Challenging Google's search dominance, saying farewell to cookies, and can Apple move the VR needle? Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Social age: US Gen Zers’ top activity on social media is … A) Watching videos B) Watching Stories C) Liking/commenting on content D) Direct messaging E) Viewing creator/influencer content [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](