When ads get weird; Could TikTok Shop hurt TikTok?

Plus: Pinterest brings social commerce into the real world [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis JANUARY 22, 2024 | By Sara Lebow, Arielle Feger, and Becky Schilling We’re officially three weeks out from the Super Bowl, and while it’s still unclear which teams will be competing, we’re getting prepped for the real competition: Which brand will have the best ad. Will it be Squarespace’s Martin Scorsese feature? Drumstick’s Eric André spot? Starry’s Ice Spice ad? Or another competitor we didn’t see coming? Was this email forwarded to you? Sign up [here](. TOP STORY [What happens when you abandon all principles of design and get weird?]( The “Mad Men” approach of finding the perfect slogan and polished copy isn’t gospel. For some, we’re now in the era of unpolished content, disruptive formatting, and what TotalRetail is calling “[weirdvertising]( These ads take the basic idea of [memeification]( found on social media and extend it to other forms of display advertising, including out-of-home (OOH) and print. What is weirdvertising? We’re using this term to refer to any ad that probably shouldn’t work but does, be that by highlighting their intentionally lower quality (like [cereal company Surreal’s billboards]( or causing confusion (like [MoonPie’s alien ads](. These ads abandon some basic design and advertising principles in exchange for gaining attention. [What happens when you abandon all principles of design and get weird?]( [Keep reading]( NEWS AND VIEWS [TikTok usage is starting to slow—is TikTok Shop to blame?]( Our view: TikTok’s growth is slowing, according to data from Sensor Tower, which may have something to do with the way TikTok Shop has made so many posts feel like ads. But TikTok’s growth has also been so explosive over the past five years that this may just be a natural next stage. [Prime Video’s pitch deck includes fixed CPMs and precision targeting in Amazon’s bid to advertisers]( Our view: We forecast that this year, Amazon Prime will reach 317.8 million households worldwide. The company’s entry into ad-supported streaming is poised to command a significant share of the ad market, potentially diverting billions of dollars from traditional TV and other streaming services. [TikTok publishes new guide on effective ad bidding strategies]( Our view: TikTok will see $8.66 billion in US ad revenues this year, according to our October 2023 forecast. That’s 10.5% of US social networking ad spend. The guide lays out the different bidding strategies those ad dollars can go to and offers tips on maximizing spend. ANALYSIS [Pinterest’s pop-up trends event brought social commerce into the real world]( Last month, Pinterest hosted its Pinterest Predicts pop-up event, a showcase in New York City combining trends, predictions, photo ops, and shoppable displays. The pop-up offered insights into what experiential social commerce can be, and how brands can offer retail experiences without needing to stock products. Gen Z is both the fastest-growing and most engaged audience on Pinterest, creating boards, interacting, and shopping, according to Celie O’Neil-Hart, global head of content and writing at Pinterest. According to our forecast, 60.7% of US adults ages 18 to 24 will be social buyers in 2024, a higher penetration than any other age group. By featuring trends aimed at Gen Z, Pinterest leveraged the generation’s inclination toward social commerce to introduce new ways to browse and buy in-person. [Keep reading]( THINGS TO KNOW 🔤 [A/B testing mistakes PPC marketers make and how to fix them]( 🔗 [LinkedIn launches sponsored articles]( 🚨 [Feds crack down hard on selling of personal data without consent]( 📰 [Print prospered in 2023, on track to repeat this year]( PODCAST [Behind the Numbers: The Daily]( 2024 forecast trends—gaming ad revenues grow up, ride-sharing flies high, and taking shoppable media seriously. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Election connection: How much higher will US total political ad spend be this year than in 2020? A) $3 million B) $30 million C) $300 million D) $3 billion [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](