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Media Buying

Microsoft’s new Bing has had a persistent hold over headlines. Combine this with a third consecutive quarter of ad loss for YouTube and the picture for Google may look less than rosy. But the company remains in good shape, with overall earnings beating expectations. It remains dominant in search, and YouTube use is still remarkably high. Here’s a closer look.

Google and Meta’s combined share of the US digital ad market dropped below 50% in 2022, and in just a few years that figure will be down to 43.0%. The triopoly is losing share now, as well; Amazon’s ascent will not be fast enough to offset the weakness of the other two giants.

YouTube is no longer separate from the streaming wars: Almost half of its viewership is on TVs, and advertisers are spending heavily on the platform.

Next year, Snapchat’s ad revenues will increase by 10.4% worldwide after a year of almost no growth. Its ad revenues will rise from $3.80 billion this year to $4.20 billion next year, but they’ll still make up just 0.6% of total digital ad revenues worldwide.

While the platform’s ad-supported tier gains momentum, Netflix needs to beef up its targeting capabilities to win advertisers over. Meanwhile, viewers may be turned off by a heavy ad load and a crackdown on password sharing. But global growth shows promise for Netflix’s future.

On today's episode, we discuss what the biggest impact of generative artificial intelligence (AI) will be, whether time spent with ad-supported media is falling, why Lululemon is looking to sell its connected fitness company Mirror, the battle between SMS and email, what makes a shopping experience convenient, which country could see its population cut in half; and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian, and analysts Blake Droesch and Paul Verna.

Time spent is decreasing across cable and broadcast TV but increasing in streaming. In Q4 2022, streaming boosted overall time spent with TV among US adults, reversing the decline in TV viewing over the past few years, according to Nielsen.

Shorts wants to take ad dollars from TikTok: YouTube uses the NewFronts to tout their short-form video format.

Snapchat's Q1 revenues fall short of expectations: Despite lower ARPUs, Snap's saving grace is its coveted younger audience.

Microsoft and Google report solid quarterly results amid slow economy: With AI transforming the future of search, is Microsoft gaining a perceived edge in innovation?

There are 3.60 billion people around the world who have phones capable of delivering AR, and 1.06 billion already use mobile AR, according to a March 2023 report from ARtillery Intelligence.

Snapchat+ hits 3 million subscribers in part thanks to MyAI chatbot, while Snap focuses on partnerships and exclusive content to boost engagement.

Netflix Q1 shows growth is becoming harder to achieve: Paid sharing will prove dividends—as will strength in global markets.

We forecast US advertisers will spend a combined $86.40 billion on linear and connected TV (CTV) this year—in other words, about 1 in 4 ad dollars will go to ads on the TV glass. But as linear TV ad spending stagnates, networks are incentivized to prove the reach and efficacy of their digital properties.

Even as suspicions surrounding ChatGPT and generative AI swirl, marketers know the new tech will turn search—and its ad dollars—on its head. As search shifts toward chatbots, the way brands advertise with Google and Microsoft will change completely, creating problems for publishers and agencies.

What Google’s rumored AI search engine means for digital advertising: Internal documents show that ad placements are top-of-mind as Google plunges into AI.

Consumers’ concern over how their personal data is being used has led brands to look for new ways to reach and engage their target audiences and measure performance. To find success, brands need a deep understanding of their customers and an ability to diversify the channels used to reach them

US consumers are flocking to low-cost plans with some amount of advertising.In 2022, increases were especially pronounced among ad-supported video on-demand (AVOD) services.

Last October, we projected that Twitter’s 2023 ad revenues would reach $4.74 billion worldwide. Since Elon Musk’s takeover, we’ve cut our projection by nearly $2 billion, to just $2.98 billion, as the app grapples with brand safety issues, confusing policies, and broken technology.