Political ad trends that could shake up the ad industry

Plus: Walmart to buy Vizio [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis FEBRUARY 20, 2024 You can read about how bioengineered rice grains covered in cow cells could provide a new, sustainable food source, but you run the risk of getting the phrase “[microbeef sushi]( locked in your brain for the rest of the day. It’s still probably worth clicking to see what, exactly, microbeef sushi looks like. Was this email forwarded to you? Sign up [here](. TOP STORY [2024 is a huge year for political advertising. What does that mean for other advertisers?]( It’s an election year in the US, one where we’ll see record-breaking political ad spend. While political advertising is often viewed as a separate game from other industries, the trends set by campaigns ripple into the rest of the marketing atmosphere. What will 2024’s version of Nixon and Kennedy navigating live TV or Obama embracing social media be, and what will be the impact on the ad industry at large? Here are five trends all advertisers should be watching. [Keep reading]( NEWS AND VIEWS [Walmart to buy TV maker Vizio for $2.3B to grow its ad business]( Our view: Walmart will see $4.45 billion in US retail media ad revenues this year, per our forecast. That figure is high, but it’s about 10 times less than Amazon’s US retail media ad revenues. A partnership with Vizio will help Walmart stay ahead of non-Amazon rivals and be more competitive with Amazon. [Meta wants small brands to circumvent Apple’s ‘boosted post’ fees]( Our view: By allowing a workaround to Apple’s charges, Meta can continue to benefit from smaller brands spending on its platforms and position itself as an ad giant that is on the side of small companies. [Report: OpenAI working on web search product]( Our view: A successful web search product could create a massive ad business for OpenAI, but changing people’s search habits and getting them to trust a new system will be difficult. ANALYSIS [A guide to social commerce and the evolving path to purchase]( The merging of shopping and social media is more than a trend; it’s a response to evolving consumer behavior. Social commerce is fueled by the significant amount of time that consumers spend on social media—US adults will spend 11.4% of their total daily media time and 17.9% of their digital media time with social platforms in 2024, per eMarketer’s June 2023 forecast. With social commerce, every interaction on social platforms like TikTok, Facebook, and Instagram is a revenue-driving opportunity without the friction of leaving that digital environment. [Read our new guide]( THINGS TO KNOW ▶️ [Senior YouTube execs talk ad innovation]( 📺 [Black audiences want better representation]( 🏰 [Disney set to win big in the return to content licensing]( 📈 [Programmatic digital display ad spend will grow three times as fast as nonprogrammatic in 2024]( PODCAST [Behind the Numbers: The Daily]( Can Spotify become ‘audio app’ and what it will take to get there. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by StackAdapt. [Listen in]( THE BIG QUESTION Search lurch: True or false? Traffic from search engines will fall 25% by 2026. [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](