This Week In Digital Advertising Data (September 1st 2023)

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

  • Read this eMarketer report to find 5 charts to help you craft your 2024 TikTok marketing and commerce strategies. Social commerce and livestream shopping are playing a larger role on TikTok as the platform builds out its ecommerce business. To be successful on TikTok, marketers need to lean into discovery and put content at the heart of their strategy. Nearly one-fifth (19.2%) of digital buyers ages 18 to 34 made a purchase via TikTok within the month of June 2023, per a survey by Bizrate Insights and Insider Intelligence. Older generations are more likely to make purchases via Facebook, YouTube, and Instagram.
  • Advertisers are increasing their spending on retail media networks, “following consumer habits,” according to an Integral Ad Science (IAS) study, as 98% of US internet users surveyed by IAS report shopping on RMNs over the past year. Additionally, 91% of US retail media shoppers surveyed expect to either increase or maintain the amount of shopping they do on online retail platforms over the next year. The survey results indicate that RMN ads are effective at garnering consumers’ attention and driving sales. Fully 89% of RMN shoppers surveyed claim to pay attention to at least one type of retail media ad, and 48% report having clicked on a retail media ad at some point over the past year. Further downstream, close to 9 in 10 say that RMN ads have led them to products that they’ve purchased over the past year on retail platforms.
  • Recent survey results from YPulse reveal that there’s been a rebound in adoption of Instagram among Millennials and Gen Zers this year, with both using the platform at similar rates. 67% of Millennials surveyed by YPulse in April reported using Instagram, reflecting a large increase from a few months earlier, when 55% reported use, in November 2022. In fact, Instagram use among this cohort had been on a decline since an April 2021 survey, when an equal two-thirds said they were using it. As such, this latest data matches the highest adoption rate since January 2019 (71%). In April, some 66% of Gen Z respondents said they used Instagram, up from 60% in November 2022. The peak level of usage among this generation over the past few years was 74%, in January 2021.
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