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Take the NFL, for example, whose games are now split across cable, its own NFL+ streaming service, Thursday Night Football (TNF) on Amazon Prime Video, and Sunday Ticket on YouTube. It鈥檚 a similar case for Major League Baseball, whose games are split across cable, YouTube, Apple TV+, TBS, and more.

This feature allows vertical videos from platforms like TikTok, Instagram Reels, and YouTube Shorts to be displayed alongside TV shows and live events. Dan Riess, executive vice president and chief growth officer at TelevisaUnivision, told Ad Age the initiative uses existing brand content in new formats, delivering nonintrusive ads that include interactive QR codes.

Marketers should focus on video content that can reach audiences across Instagram, TikTok, and YouTube, rather than a platform-first approach that focuses on a specific channel. 5. Creators function as standalone media channels.

But now, major sports leagues have been splintered across a variety of streaming services: Amazon hosts Thursday Night Football, YouTube has acquired Sunday Ticket rights, and that鈥檚 just the NFL. Other leagues like Major League Baseball are also fractured across platforms.

When it comes to mcommerce, TikTok鈥檚 challenger isn鈥檛 just Instagram, Facebook, and YouTube鈥攊t鈥檚 also Amazon. Fortunately, TikTok has built its own Amazon-style flywheel consisting of media, advertising, and commerce to compete with the retail giant. That will help TikTok in its quest for a greater share of the growing mcommerce market. 5.

With YouTube included, those figures will be 3.3% and $78.86 billion鈥攕till a poor showing by Alphabet鈥檚 standards. In 2024, Google鈥檚 share of search ad spending is set to drop below 50% for the first time. Retail media鈥檚 growth will defy the overall market slump. Retail media is the only major category of ad spending we track that is set for multiple years of accelerating growth.

But YouTube is catching up (60.3%), growing 10.4% from 2022. Beyond the chart:. TikTok had the biggest change in how much internet users interacted with brands, increasing by nearly eight percentage points YoY. Brands should have a presence across social media platforms, but content on each platform should depend on the optimal format and audience on the platform.

Only YouTube beats out BVOD for viewer numbers, so follow the eyeballs. Monitor Netflix鈥檚 success with its ad-supported tier. This is an evolving situation, but the early signs of muted uptake from the US point toward good potential.

Older generations are more likely to make purchases via Facebook, YouTube, and Instagram. The key to social commerce success on TikTok is tapping into its ever-changing trends. One day users may be obsessed with maxi dresses, and the next they鈥檙e all about a pickle sweatshirt.

But the discovery journey to watch a YouTube video can take up to eight clicks鈥攗nlocking your phone, scrolling through your apps, firing up the YouTube app, searching the app, scrolling to find the desired video, playing the video, and waiting until you can skip the ads to finally watch the video. 

Google has partnered with TikTok, Snap, and YouTube to develop the Pixel 7鈥檚 HDR video capabilities, indicating an interest in social media creation. The company doubled down on experiences, like Pixel Call Assist, which has been used to screen 600 million spam calls, and Direct My Call, which navigates business call menu systems.

YouTube has been accused of not adhering to quality standards with its TrueView ads鈥攊ncluding being skippable, audible, and viewer-initiated鈥攁nd not serving most of its inventory on YouTube. Google refuted the claims, but advertisers are concerned, and YouTube鈥檚 ad revenues may take a hit next quarter. YouTube Shorts reached 2 billion monthly logged-in users, up from 1.5 billion last year, per Google.

US influencer marketing spend on Instagram will top over $2.75 billion this year, followed by YouTube ($1.09 billion), TikTok ($1.05 billion), and Facebook ($839.9 million). 5. Livestream shopping hasn鈥檛 taken off in the US. Less than a quarter (23%) of US livestream viewers buy products via live shopping shows, according to Coresight Research.

Let's talk about another part of Google's business, YouTube. That saw double-digit growth for the first time in six quarters, growing nearly 13%. What stands out to you about how YouTube is getting on? Max Willens:.

Gen Z prefers TikTok and YouTube. Over one-quarter of Hispanic teens ages 13 to 17 said they use YouTube and TikTok almost constantly, while 17% and 3% said the same for Instagram and Facebook respectively, according to a May 2022 Pew Research Center survey. Hispanic Gen Zers are among the most active social media users.

Google will recenter its retail media strategy around YouTube. 鈥淕oogle has the potential to really start to shake up retail media,鈥� Lipsman said. 鈥淭hey haven't been necessarily clear on this opportunity yet, but I think the centerpiece is 驰辞耻罢耻产别.鈥�. Lipsman is anticipating a marriage between Google鈥檚 shopping and digital video capabilities.

Google鈥檚 market power: Google owns some of the largest ad exchanges in the industry, is the dominant internet search power, owns the largest video platform in YouTube, and controls 28.1% ($171.46 billion) of the global digital advertising market, per our forecast. That degree of control leaves advertisers with little choice but to use Google鈥檚 services.

Why it matters: The move sees LinkedIn join numerous popular apps like Instagram, YouTube, and even Netflix in launching TikTok-inspired video feeds. TikTok's rise has sparked an industrywide scramble to replicate its viral content format and engagement success. Survey says: 69% of B2B marketers plan to increase their budgets for video content in 2024, the highest percentage across all categories.

While prepackaged retail media solutions can be limited in scale, Google鈥攚hich receives billions of searches every day across properties like Search, YouTube, Google Assistant, and Maps, per the company鈥檚 data鈥攃an help complement retail media growth at scale.

So I think the simple answer is unfortunately quite similar to one of the answers that I gave to my previous question, which is just that even more of their money has to go into YouTube and Instagram. A lot of what is possible on TikTok at the moment is also quite doable on Instagram and YouTube.

Social network users ages 18 to 29 are more likely to start their product search on TikTok or YouTube than through family and friends, per an IZEA study from last December. Gen Z is trying out new platforms in search of authenticity. Though CivicScience found a majority of adults had never heard of BeReal as of July 2022, the app saw 31 million US downloads in 2022 overall, according to Apptopia.

Google's 鈥淪earch and Other鈥� revenues are holding steady (just 1.87% growth)鈥攁lthough YouTube ad sales actually dropped. By comparison, Microsoft鈥檚 search and news advertising revenues (excluding traffic acquisition costs) jumped 10%. Alphabet also announced $70 billion in additional stock buybacks, signaling the company's confidence in its financial health.

Disney and YouTube demonstrate how AI is already disrupting advertising. May ad updates from Google, YouTube, Meta highlight AI, social media, and retail media opportunities. Yesterday鈥檚 Chart of the Day: One fad Apple.