Let’s see what this week’s numbers say about online advertising, shall we?
- According to eMarketer 70% of marketers thought LinkedIn provided a positive ROI for their company, per an August 2023 Hootsuite survey.
- Based on data from December’s 2023 US Digital Health survey of 1,391 US consumers, Some 71.4% of Gen Zers and 66.0% of millennials in our survey said they used social media to look up health-related information either sometimes, often, or all the time. That figure falls to just 55.5% among consumers overall. But it’s still a supplementary source for many young consumers despite their predilection for digital and social media. Only 8.9% of Gen Zers and 10.8% of millennials said they use social media all the time for health research.
- 67% of respondents in an April IZEA survey said they were “somewhat likely,” “likely,” or “very likely” to search for products on social platforms before making a purchase. Even as Google debuts search features like AI overviews, traditional search engine use is declining: Gen Z is 25% less likely to use Google than Gen X, per Forbes.
- In surveying 185 agencies, RSW/US found a leading 70% pointing to AI-powered personalization as the trend that will be most impactful this year. This marks a big rise in interest in the use of AI from last year, when only a quarter of respondents said that using AI to predict consumer behavior would be a top trend. There’s then a drop-off to the next tier of impactful trends, per respondents. Some 42% pointed to story-driven content visualization, while about one-third cited first-party data strategy (34%) and influencer marketing (32%). The latter of those has taken a tumble in the rankings from last year, when it was the second-most impactful trend in agencies’ view. Interestingly, recent research suggests that influencers’ sway over Americans might be waning: one-third (33%) of adults surveyed said they would cut back on or stop making purchases based on influencer recommendations, compared to just 1 in 8 (12%) who said they would increase that activity this year.
- YouTube has spent the last 12 months making it more difficult for users to browse its platform while using ad blockers. While that’s sparked a negative outcry, YouTube is reaping the benefits. The video platform generated $8.1 billion in revenues in Q1, up 20% year over year. While that growth can be attributed to the launch of products like NFL Sunday Ticket, higher ad impressions likely also contributed.
