This Week In Digital Advertising Data (September 8th 2023)

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

  • According to a survey from Taradel, Facebook is the most highly touted channel for ROI. Furthermore, with most respondents having generally positive feelings about social media’s performance for their business, a healthy majority are planning to invest in Facebook ads. According to the survey of 218 business professionals and advertisers, the report finds that slightly more than two-thirds (68.5%) plan to advertise on Facebook over the coming year.
  • 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. About 67% of Millennials surveyed by YPulse in April reported using Instagram, reflecting a large increase from a few months earlier. This latest data matches the highest adoption rate since January 2019 71%. The rebound hasn’t been quite as dramatic among Gen Zers, but there has also been a hike in reported usage among this group this year. In April, some 66% of Gen Z respondents said they used Instagram. YPulse reports that “Instagram usage is returning to stardom,” noting that a slight majority 52% of Millennials, along with more than 4 in 10 Gen Zers 43% say they use the app every day.
  • In this article by eMarketer, on Meta’s 2023 user growth, across all of its platforms, including Facebook, Instagram, WhatsApp, and more, Meta reported 3.88 billion monthly active users worldwide. “It’s really close to crossing [4 billion],” Williamson said, adding that Meta could even reach this milestone this year. Meta reported an 11% increase in worldwide ad revenues for Q2 2023, showing its rebound from the negative growth seen the previous year. The company is revealing more signs of its dominance in the digital advertising landscape, with Facebook’s average revenues per user rising 6.0% in 2023 and 10.6% in 2024, according to our forecast. Moreover, three-quarters of Meta advertisers use Reels ads. The current revenue run rate for Meta’s Reels stands at $10 billion, a significant increase from the $3 billion last fall. The Reels figure is inching closer to its biggest short-video rival, with TikTok’s net ad revenues worldwide expected to be more than $13 billion this year, per our April projections.
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