ClickZ Indie Media Pulse Newsletter - 09.12.2024

PLUS: Marketers shift ad spend from X to TikTok and YouTube—what’s next?

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ClickZ
September 12, 2024

Specialty Bites 🍪

The advertising landscape is shifting, and X (formerly Twitter) is taking a nosedive while Amazon, YouTube, and TikTok are basking in the limelight. According to Kantar's Media Reactions 2024 report, over a quarter of marketers plan to cut ad spend on X next year. Ouch. This is the biggest pullback from any major global ad platform, and it's not looking good for Musk and his crew. Trust in X has plummeted from 22% in 2022 to a measly 12% in 2024. Marketers are jumping ship, and who can blame them? Brand safety on X is practically a myth at this point.

Meanwhile, Amazon and TikTok are the new darlings of the ad world, with YouTube topping the charts for marketers. Netflix is hanging in there, keeping both consumers and marketers relatively happy. The irony? Fewer ads on X might actually make users like the platform more. But hey, that's a small consolation for a sinking ship.

Kantar's research also debunks generational stereotypes. Gen Z prefers ads on Amazon, Facebook, and Google, while older generations surprisingly enjoy TikTok ads. Point-of-sale ads are the consumer favourite, seen as trustworthy and non-intrusive. Cinema ads, sponsored events, and newspaper ads also rank high. Marketers, on the other hand, are all about digital out-of-home ads and sponsored events.

In a nutshell, the ad game is changing fast. Brands need to adapt, focusing on creative quality and the right channels to connect authentically with diverse audiences. The takeaway? Stay nimble, stay relevant, and maybe, just maybe, avoid the X-shaped iceberg.

Influencer management platforms can revolutionise your brand's marketing strategy by leveraging social media personalities. Key steps include assessing your audience, researching partners, setting goals, and monitoring performance. Top platforms like Shopify Collabs and Meltwater offer tools for effective campaign management, ensuring authentic and impactful influencer collaborations.

WPP, a major industry player, faces significant challenges amid economic turmoil and internal restructuring. Despite merging agencies and cutting jobs, it struggles to regain stability. Optimistically, experts believe WPP can adapt and thrive, though more adjustments are needed. The future remains uncertain, but potential for recovery exists.

Digital marketing dominates with over 70% of global ad investments in 2023. Key platforms like Google, Meta, LinkedIn, and TikTok offer diverse ad formats to boost visibility and sales. Choosing the right platform involves budgeting, targeting audiences, selecting ad formats, measuring objectives, and learning each platform's nuances.

Performance Platters 🍽️

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Snapchat users in the US shop more frequently than Instagram users, with 16.3% making weekly purchases compared to Instagram's 8.2%. Despite Facebook's larger user base and annual purchase popularity, Snapchat's intuitive shopping features and short video content drive its success among younger consumers. Social media shopping is booming!

Google's Jyotika Prasad discusses the impact of a shortened holiday shopping season, emphasizing the need for agility and data-driven strategies. Google introduced new advertising tools to optimize campaigns using AI, with 80% of customers already leveraging AI-powered products. Retailers aim to build lasting customer relationships through innovative ad solutions.

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