Let’s see what this week’s numbers say about online advertising, shall we?

• A recent IDC report has found that marketers’ largest area of concern in their media and marketing initiatives is lack of preparedness for a cookieless future. And there might be some basis to that, according to the IDC study: 41% of advertisers surveyed are only moderately to not at all familiar with targeting methods other than cookies or IDs.
• Based on a survey on Marketing Charts conducted among more than 11,000 adults across 10 countries, the research on How US Adults discover Apps (and keep using them) shows that the leading way by which consumers find apps to download is by searching and browsing the app stores (46%), as has been the case for several years now. Close behind, 40% report finding apps to download via search engines, while word-of-mouth also plays a role for more than one-third (35%). Notably, word-of-mouth is the second-leading app discovery method among US respondents (36%), just ahead of search engines (35%).
• More consumers are starting their searches on social media, and search ads are a rising opportunity. The format lacks many of the features advertisers expect from traditional search, but it’s still a worthwhile option to explore. US Gen Z adults are significantly more likely than adults overall to start online product searches on TikTok, YouTube, or Instagram, per a February 2023 Jungle Scout survey. Read more on this eMarketer’s report.