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

• According to eMarketer, the rise of retail media ad spend—expected to reach nearly $60 billion and grow 28.5% in the US in 2024—comes with increasing pressure for retailers to strike the right balance in appeasing both advertisers and consumers. Next year, US search ad spend will reach $127.84 billion, growing 12.4% YoY, per our forecast. Search will account for 41.6% of overall US digital ad spending in 2024.
• Content marketing is most helpful in creating brand awareness and generating demand and leads, according to the latest annual B2B content marketing report from the Content Marketing Institute, produced in partnership with MarketingProfs. But a growing share of B2B content marketers are saying that they’ve been able to generate sales and revenue by using content marketing, per the research. This year, 58% of respondents said that their organization has used content marketing successfully over the past year to help generate sales/revenue. That represents a significant uptick from 42% who said the same last year and the year prior. Earlier this year, a separate study revealed that for 82% of marketers, the importance of using content as a revenue driver has grown
• .What contributes most to advertising effectiveness? Five years ago Nielsen and NCSolutions released a meta-analysis that found that 49% of a CPG brand’s sales lift from advertising was due to creative. Fast forward to the present, and an updated review from NCSolutions shows that one thing hasn’t changed: the overarching impact of creative. What has changed from the 2017 analysis, though is the influence of brand – which includes factors such as brand loyalty, share of wallet, and brand penetration. The brand now contributes to 21% of sales lift from advertising, up from 15% in 2017 and representing the largest gain of any of the 5 factors. As the study puts it, “modern shoppers are placing increasing importance on their impression of a brand when it comes to purchasing decisions.”
• Where shall your ads targeting teenagers go? YouTube and Netflix have been the top platforms for teens’ daily video viewing for several years now, with Netflix edging ahead in terms of share of daily time in recent years. However, a slight rebound for YouTube and a larger drop for Netflix mean that YouTube now garners a slightly larger share of US teens’ daily video viewing time, according to the latest semi-annual report from Piper Sandler.In this latest survey it accounted for an estimated average 29.3% share of teens’ daily video viewing time, just ahead of Netflix’s 28.5%.