Follow The Money: Where Ad Platforms Spend Their Ad Dollars (+ More Ad Placements)
Your Favorite Ad Channels' Favorite Ad Channels
It’s always interesting to see where the digital platforms spend their ad dollars. What tactics are the tools you use to attract an audience using to attract an audience?
But first, YouTube and LinkedIn jumped to the top of the 2022 spending pack. And Pinterest slid in at #5. (Facebook/Meta and TikTok round out the top 5.) So those are the channels pushing hard for growth.
Increased traditional's share of spend (everyone else shifted harder to digital):
- YouTube
- Snapchat
Share of spend on television plummeted. This plus the writers' strike (no judgement) aren't a great sign for the poster-child platform of mass advertising.
So, what was weird?
- Pinterest increased theater spend to nearly 1/3 of the budget
- Twitter went big on out-of-home
- TikTok pulled waaaaaaaaay back on paid social (who needs ads when you're getting all those headlines, right?)
- Snapchat focused on paid search
It would be more interesting to see what messaging they’re pushing via those channels.
But still interesting to think about what messaging might work best for you on a platform based on where it’s getting users from.
More Ads In More/The Same Places
Instagram is loosening the rules around partnership ads Presumably to capture more revenue and be ever-so-slightly more like TikTok.
Regardless, this is good news for brands that use creator partnerships and user generated content in their marketing.
TikTok
Looks like TikTok is really leaning into the revenue benefits of being a full-screen, advertising-supported content experience. (Plus contextual targeting!)
Pulse Premiere gives brands the control to choose where their ads are placed, adjacent to content from our premium publishing partners in lifestyle & education, sports, and entertainment categories for specific tentpole events as well as evergreen, ongoing content.
Roblox
The metaverse is getting ads. By which I mean, ads are coming to Roblox.
This is one of those announcements that some marketers will ignore and others will get very excited about.
Gmail
Big G is putting more ads in your inbox, including randomly dropped amongst your actual emails. People aren’t happy.
Of course, one answer is to drop Gmail. If Bluesky takes hold (and even if it doesn’t), we’re at the point where everyone should have their own domain.
Not sure how? Derek Sivers has you covered in this chat with Tim Ferriss (starting around 28:14).
Services mentioned:
- Mailbox.org
- Fastmail
If you want to roll your own email server, Derek posted this guide.