5 Super Bowl marketing trends; TikTok gets more shoppable

Plus: Retail media will be the source of most search ad spending growth in the coming years [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis JANUARY 30, 2024 Did you hear about the AI-generated George Carlin [comedy special]( The video wasn’t actually AI-generated. The creators are also being sued by Carlin’s estate. Turns out people aren’t always fans of others copying the likeness of one of the greats in a bid for virality. Was this email forwarded to you? Sign up [here](. TOP STORY [5 Super Bowl LVIII marketing trends we’re watching, from Taylor Swift to celebrity stunts]( Super Bowl LVIII is less than two weeks away. Not every ad has been announced, but we’ve kept watch on the teasers. This year’s Super Bowl will be defined by a potential Taylor Swift appearance, possible Paramount+ complications, and some big swings from brands. Ahead of the Kansas City Chiefs and the San Francisco 49ers’ big night, here are five trends we’re watching. [Keep reading]( NEWS AND VIEWS [TikTok test would make everything shoppable]( Our view: The new feature would identify and offer purchase links for all products, which essentially turns every TikTok video into an ad. That would be huge for companies featured in the videos, but it may also exacerbate the overly commercial feel of the platform that has persisted since TikTok Shop’s launch. [TikTok influencers far outperform Instagram for affiliate engagement]( Our view: Our data shows affiliate link engagement is much higher on TikTok than on Instagram or YouTube. Advertisers looking to get the most out of their spend may want to work with TikTok influencers. [Google search CPCs up 19%, pushing ad spend up 17%]( Our view: Advertisers are spending more on Google Search ads, leading to higher ad prices, leading to advertisers spending even more. INDUSTRY VIEWS [Could data clean rooms be the conduit for retail media growth in 2024?]( As a retail media network (RMN) builds out its data collaboration platform reducing risk should be top of mind. To safeguard user data, RMNs can implement a data clean room and other privacy enhancing technologies to create a trusted environment and propel growth. This article was contributed by AppsFlyer. [Could data clean rooms be the conduit for retail media growth in 2024? | Sponsored Content]( [Keep reading]( ANALYSIS [Retail media will be the source of most search ad spending growth in the coming years]( As generative AI’s influence over the search market grows, so will a crop of thorny issues: increased ad costs, assimilation of new infrastructures, diminished user interactions, and more. But retail media search will thrive. This year, just over a quarter (26.7%) of all search ad dollars will be spent on retailer and retailer-affiliated properties. Over the next few years, retail media will account for more new search ad dollars, and by 2027 it will represent well over a third (37.2%) of the market. [Retail media will be the source of most search ad spending growth in the coming years]( [Keep reading]( THINGS TO KNOW 🍔 [Yelp launches revamped feed with AI-written business summaries]( 👔 [Hottest job in corporate America? The executive in charge of AI]( 🦾 [Enterprise spending on generative AI will multiply nearly eightfold in five years]( 🧵 [Instagram Threads triples downloads in December, reaching the top 10; X falls to No. 36]( PODCAST [Behind the Numbers: The Daily]( The Great BtN Take Off—2024 social trends, social commerce search and LinkedIn's day in the sun. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Linking up: True or false? More than half of US B2B display ad spend goes to LinkedIn. [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](