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How much has the EU reportedly fined businesses for violating its General Data Protection Regulation (GDPR) this year?
A) €501 million
B) €823 million
C) €1.051 billion
D) €2.209 billion
According to data from global law firm CMS, businesses operating in the EU have been issued 412 fines totaling €822.9 million ($829.9 million) under the GDPR so far this year. Read more in our “Digital Advertising Trends to Watch for 2023” report.
Which channel grew the most during the Cyber Five?
A) Google Search
C) Google Shopping
D) Amazon Sponsored Products
If you read our story on Friday, you’d know Google Search grew throughout the week of Thanksgiving, peaking at 19% above last year on Black Friday before dipping again over the weekend. Cyber Monday, however, saw another bump, at an 18% increase year over year.
What percentage of hoteliers have seen a revenue boost since adopting first-party data strategies?
According to a survey by Sojern, more than 8 in 10 said they made more money, and 57% of hotel executives say these first-party data strategies improved customer satisfaction.
How much of the US population will have a 5G wireless device service subscription in 2023?
According to our forecast, just more than half will have such device subscriptions, up from 30.5% in 2022.
Note: This includes cellular-enabled devices with an active prepaid or postpaid wireless service agreement that connect at least once per month to a wireless carrier's 5G network.
How much do we forecast worldwide digital ad spending to grow in 2023?
We forecast growth at 10.5% next year, reaching $626.86 billion. To put that into context, in 2022, we predict to see an 8.6% increase over 2021, reaching $567.49 billion.
Which of the following Black Friday tidbits are true?
A) Consumers spent more online than ever this Black Friday
B) Black Friday’s US v England was the most watched men’s soccer match ever
C) Neither is true
D) Both are true
According to Adobe Analytics, consumers spent a record $9.12 billion online this Black Friday, up 2.3% from last year. And the men’s 0-0 tie with England had 15.4 million Nielsen-measured average viewers, up from the prior record on a US-English language TV high of 14.5 million for the Italy-Brazil World Cup final in 1994.
True or false? Black Friday sales increased this year
True. According to Mastercard SpendingPulse, Black Friday sales increased 12% year over year.
What percentage of US adults say they will watch either a lot or some of the World Cup this year? Bonus: Which generation says it will watch the most?
According to Morning Consult, 26% of US adults will be World Cup viewers. Millennials are the most likely to tune in, at 40%. The US’ next game is Friday, November 25 at 2pm ET against England.
How many times were podcast listeners in the US served the same podcast ad in Q2 2022?
In the second quarter of 2022, the average was 4.76, down from Q1’s 6.32, according to Podsights.
What percentage of teens said their experience on social media is worse than their parents think?
Seventy-three percent of teens surveyed by the Pew Research Center said their parents’ expectations of their social media experience was right on or better.
Since 2019, how much has time spent with online TV/streaming increased in the US?
According to our “Global Media Intelligence 2022” report, the average time spent consuming online TV/streaming was 1:53, tying the US in fourth place among countries we track.
Among the countries we track, the US leads the world in digital video consumption this year. Which country comes in second?
According to our report, the UK comes in second with 74.9% of its population watching digital video this year. The US, by comparison, is just slightly ahead at 76.5%.
When do we project US out-of-home (OOH) spend will return to what it was before the pandemic?
In 2019, US OOH spend totaled $8.65 billion. After major dips in 2020 and 2021, OOH spend will increase to $9.22 billion by end of year.
Recall: Last week we shared a story about Mastodon’s spike in downloads following Elon Musk’s Twitter takeover. By what percentage did downloads grow?
Mastodon downloads grew more than 6,000% the week of October 27–November 7 when compared to October 15–26, per Sensor Tower. News that Musk had completed the acquisition broke on October 27.
How much will digital account for US media ad spend this year?
More than 7 in 10 media ad dollars will be for digital in the US this year. That’s a 12.5% growth from 2021 to reach $248.72 billion.
How many worldwide downloads were there of the BeReal app in September?
A) 10. 1 million
B) 12.7 million
C) 13.6 million
D) 14.7 million
App downloads for the social media platform reached 14.7 million in September, up 19.5% over August’s 12.3 million and up 90.9% over July’s 7.7 million, according to Sensor Tower.
True or false? US consumer spending on video gaming in the third quarter increased year over year (YoY).
False. According to The NPD Group, video game spend dropped 5% in the third quarter YoY to total $12.34 billion. Nonmobile subscription content and video game hardware actually grew—just not enough to offset drops in other segments, namely console and portable content.
All bets are on: What percentage of US internet users will participate in (legal) online sports betting this year?
Well, 7.9%, to be more precise. That’s a total of 19.0 million sports bettors in the US, according to our forecast.
Around 42% of US digital video viewers will use Disney+ this year. In what year will that figure cross 50%?
In 2025, 52.0% of US digital video viewers will watch Disney+ for a total of 140.5 million people, according to our forecast.
What’s the No. 1 social media platform in Canada for weekly time spent? Bonus: How many hours do those users spend on that platform?
The social media darling reigns supreme in Canada, with users spending 17.1 hours each week on the platform.
Which age group makes up the highest percentage of TikTok users?
A) 0–11 (2.5%)
B) 12–17 (17.7%)
C) 18–24 (23.9%)
D) 25–34 (25.2%)
More than two-thirds of all people in the US ages 12 to 34 are already using TikTok.
In 2023, we predict there will be 2.03 billion subscription over-the-top video viewers in the world. What percentage of those viewers will be on Netflix?
Put these brands in order by percentage of TV ad impressions in the third quarter of 2022:
Verizon, Subway, Geico, Progressive, Indeed
1. Progressive (0.86% of TV ad impressions)
2. Subway (0.83%)
3. Geico (0.81%)
4. Indeed (0.79%)
5. Verizon (0.71%)
Interestingly, none of the five brands were in the top 20 for the same time period last year. But Indeed grew the fastest, climbing 23 spots to place in fourth.
How many seconds do almost half of consumers take to act on their search results?
On desktop, 45.5% of users take 0–5 seconds to act on search results. In fact, nearly three-quarters of all users make their decisions in 15 seconds or less. That’s a very small window for businesses to catch users’ attention.
What do 98% of businesses believe will be bigger than mobile advertising?
A) Podcast advertising
B) Connected TV advertising
C) Social media advertising
D) Search advertising
Nearly all businesses surveyed by AppsFlyer believe that connected TV (CTV) advertising will be bigger than mobile advertising. A quarter of respondents say that CTV will overtake mobile in the next two to three years.
What percentage of US citizens feel there should be political ad spending limits for groups not affiliated with political candidates?
Among US citizens ages 18 and older, 60% feel there should be political ad spending limits for groups not affiliated with political candidates. Only 16% think their spending should remain unlimited.
What percentage of US streaming video subscribers share passwords or accounts?
Among that group, 33% have a family or group subscription while 13% use shared accounts, according to SurveyMonkey.
Which of these regions increased time spent on mobile devices the most from 2019 to 2022?
A) Western Europe
B) North America
C) Latin America
D) Southeast Asia
Consumers in North America have spent almost an hour more on mobile this year compared to 2019. Latin America and Europe follow, having increased time spent by about half an hour each, while Southeast Asia’s time grew by 14 minutes.
What ad length do nearly half of US TV viewers find “unreasonable”?
A) Less than 30 seconds
B) 30 seconds
C) 1 minute
D) 90 seconds or more
E) 2 minutes or more
Forty-eight percent of TV viewers say that an ad over 2 minutes is unreasonable. Interestingly, over 1 in 5 believe that even ads under 30 seconds are unreasonable.
Let’s get political: How much money was spent on political advertising in the US in 2020?
A) $1.02 billion
B) $2.99 billion
C) $4.21 billion
D) $6.23 billion
In 2016, the year of the previous presidential election, that figure was $3.90 billion.
Don’t Google it. What percentage of US digital ad spend will go to Google this year?
Google’s actually losing share. In 2012, for example, Google cornered 37.0% of digital ad spend.
How much will digital advertisers spend per US internet user this year?
That’s nearly twice as much as the spend per user in 2019.
In what year did the percentage of the US population watching Netflix cross 50%?
D) Has not happened yet
Netflix viewership jumped from 46.8% to 51.1% in 2020, a growth of 10.1%.
How much will ad-supported video-on-demand (AVOD) viewers in the US grow this year?
US AVOD viewers will total 140.8 million this year, according to our forecasts.
Which of the following platforms are the majority of video game developers producing games for?
More than 80% of video game developers worldwide were making games for PCs as of May 2022. For console and mobile games, that figure was closer to 40%.
What percentage of people worldwide are internet users?
This year, 57.4% of people worldwide will be internet users. That leaves more than 40% of the globe that is not yet online.
True or false? More retailers plan to increase holiday promotions this year to help curb inflation, supply chain, and/or shipping concerns.
True. This year, 32% plan to increase holiday promotions compared to last year’s 13%. In contrast, only 10% are reducing their overall promotional volume this year, according to a CommerceNext study.
Throwback: In what year did Instagram pass $5 billion in US ad revenues?
Instagram’s US ad revenues actually hit $6.18 billion in 2018, nearly doubling from the year before. This year, Instagram’s US ad revenues will be around five times that, at nearly $30 billion.
How much will US marketing technology spending increase this year?
Total spend on marketing technology in the US will increase by 14.3% this year, down from last year’s 20.9% increase. The total spend will reach $21.14 billion in 2022.
Callback: In yesterday’s newsletter we mentioned the Geico gecko. What is his name?
Geico was top of mind after the historic ad spender laid off a “sizable” portion of its marketing department. Read the story here.
Which of the following brands did Gen Z adults find more favorable than Instagram and Facebook?
C) Dollar Tree
All of the above, according to a new survey by Morning Consult. Also ranking above the Meta-owned brands were YouTube, Google, Netflix, and Amazon.
Twitter announced immersive video content last week. What percentage of Twitter’s total ad revenues come from video?
According to our forecast, 64.0% of Twitter's total ad revenues will come from video this year. That’s a total of $1.93 billion dollars.
How much did global product placement spending total in 2021?
A) $20.85 billion
B) $22.93 billion
C) $24.56 billion
D) $25.00 billion
According to PQ Media, global spending on product placement increased 12.3% to $22.93 billion last year, following the worst decline ever in 2020. While product placement in TV and films are the largest platform categories, product placements in digital media and music grew the fastest in 2021.
Which of the following impacts US consumers' decision to engage with ads or sponsored content on social media platforms the most?
A) The platform protects privacy and data
B) The platform shows deceptive content
C) The platform offers a safe environment to participate and post
D) The platform shows annoying ads
E) The platform shows relevant ads
Safety dance: According to TikTok’s “Community Guidelines Enforcement” report, how many videos did the platform remove between April and June of this year?
A) 13 million
B) 31 million
C) 113 million
D) 313 million
That’s more than any other period covered by TikTok’s transparency report, or about 1% of videos posted during that time. Most videos were removed due to “minor safety” or “illegal activities and regulated goods.”
True or false? US travel digital ad spend will fly back to pre-pandemic heights this year.
False. US travel digital ad spend will total $5.23 billion this year. That’s way up from 2020’s lows, but still not at the $6.09 billion from 2019.
On which social media platform do US users feel the number of ads has increased the most?
Fifty-two percent of respondents said Facebook has more ads. That’s just ahead of YouTube at No. 2 with 47% of respondents. The platform users said had the least increase in ads: LinkedIn.
Which of the following categories is expected to have the highest percentage ad spending growth worldwide in 2023?
B) Technology & electronics
C) Household & domestic
D) Pharmaceutical & healthcare
Technology & electronics is expected to grow by 11.5% next year, according to WARC. It was also the top growth category this year at 25.0%. What’s not looking so hot next year? Automotive, which will drop 12.4%.
B2B or not to be: Which industry will see the highest share of US B2B digital ad spend this year?
A) Telecom (10.6%)
B) Tech products and services (32.3%)
C) Healthcare and pharma (9.6%)
D) Financial services (24.6%)
Read more in our US B2B digital ad spending 2022 forecast.
What’s the “sweet spot” when it comes to podcast length?
A) 20 minutes
B) 27 minutes
C) 37 minutes
D) 43 minutes
According to Rephonic, it’s 37 minutes. The number of podcasts that are 60 minutes or more is declining, from over 20% in 2013 to less than 17% in 2021.
Game stop: In H1 of this year, the top 1% of mobile gaming app publishers accounted for what percentage of gaming app revenues?
That’s a big share. And according to Sensor Tower, that figure has actually gone down. Between 2019 and 2021, the top 1% accounted for 95% of gaming app revenues.
Which social media platform saw the biggest drop in users’ trust this year?
While all nine platforms (Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat, TikTok, Twitter, and YouTube) we study dropped in trust among users, Instagram had the largest drop at 5.9%. With that drop, Instagram ranks No. 5 in overall trust this year, falling from No. 3 last year. Still in last place: Facebook.
True or false? Marketers spent more on print magazine ads last year than on digital.
True! But that’s about to change. Print accounted for 50.8% of magazine ad spend last year. This year, digital will overtake print, with print accounting for 46.4% of magazine ad spend, per our forecast.
Time out: Internet users ages 13-27 worldwide spend the most time with which type of media?
A) Social networks (23%)
B) Streaming movies and series (19%)
C) Video games (17%)
D) Podcasts, music, and radio (17%)
Social networks clock in at 23% of leisure time among internet users ages 13-27 worldwide, according to Newzoo.
Hey Alexa, how many US consumers will use a voice assistant this year?
A) 135.3 million
B) 140.6 million
C) 142.0 million
D) 144.0 million
We predict that 142.0 million people will use a voice assistant this year, 42.1% of the US population.
Don’t Google it. What multibillion-dollar mark will Google’s US ad revenues pass this year?
A) $50 billion
B) $70 billion
C) $100 billion
D) $120 billion
Google isn’t close to $100 billion in US ad revenues yet, but $70 billion is still sky high considering the company just hit $60 billion in 2021.
In 2021, the average US Twitter user spent 34 minutes per day on the app. This year, that same average user will scroll through the app for:
A) More time
B) The same amount of time
C) Less time
The average US Twitter user will spend 35 minutes on the app in 2022, but that will be the peak. In 2023 and 2024, time spent with Twitter will shrink back to 34 minutes a day, per our forecast.
Let’s call it a sign of the times. As people return to commuting on trains and buses, US out-of-home (OOH) ad spending is moving from billboards to transit. What percentage of US OOH ad spend went to billboards in Q2 2022?
Nearly $2 billion went to billboard advertising in Q2. While ad dollars increasingly flow to transit, the category saw a comparatively small $383.4 million in Q2.
Shipments of augmented reality (AR) and virtual reality (VR) devices will total 14.3 million this year. How many are we predicting will ship in 2026?
A) 24.6 million
B) 60.4 million
C) 87.7 million
D) 103.2 million
The number of devices shipped worldwide will increase sixfold over the next four years to reach 87.7 million in 2026.
We’re scrolling, scrolling, scrolling on our socials. On which social media platform is US influencer marketing spend growing the fastest?
A) TikTok (94.6%)
B) Facebook (14.8%)
C) Instagram (27.2%)
D) YouTube (15.6%)
A healthy marketing mix is key for any industry, but which channel are CMOs in the banking world spending the most on this year?
B) Paid Search
D) Content Marketing
CMOs are extra bullish on content marketing, a January 2022 Chief Outsiders survey found. Content is still king after all.
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