What does it all mean?The most popular individual media service in the US, Netflix, has a limited ad inventory, and several other major time-takers, like Spotify, Disney+, and Amazon Prime Video, are also semi-closed systems. Digital marketers understandably train most of their attention on social media, Hulu, and YouTube, but there’s an intriguing disconnect between the attention Meta’s properties receive and the reality of user time spent. Instagram and Facebook are only in the middle of the pack, but they’ll collectively claim 75.0% of social ad spending and nearly 20% of all digital advertising this year. This skew might be reasonable, but it might also suggest a reassessment is in order.
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