Is social media the new Google? Gen Z turn to Google 25% less than Gen X when searching
Generational gaps in technology use are widening, with Generation Z showing a decrease of 25% in Google usage compared to Generation X. This data points to a significant evolution in search habits, as younger users pivot to alternatives that better suit their informational needs and lifestyles. TikTok, in particular, has risen as a favored resource over Google for Generation Z, indicating a preference for the quick, visually driven content the platform offers. The study also shows a 30% decline in the use of search engines for brand discovery among Generation Z compared to Baby Boomers, suggesting a shift towards finding brands directly through social media channels. This trend is further supported by the fact that 24% of respondents discover new brands daily through social media, proving its role not just in communication, but in actively shaping consumer habits and preferences. Read more from Forbes.
CTV closes in on linear for consumer ad attention, report finds
U.S. viewer attention to connected TV (CTV) ads grew to 51.5% during the first quarter of this year, up from 49.2% during the previous quarter, according to a new report from DoubleVerify and TVision shared with Marketing Dive. While that percentage is still lower than linear TV ad attention (54.5%), attention for ads on premium CTV apps now outrank linear ads (56.1%). CTV ad volume increased across all major brand categories during Q1 compared to the same quarter the year prior. Most households during the period utilized three or fewer CTV apps, with YouTube (20%), Netflix (17%) and Hulu (10%) ranking as the top three for share of time spent viewing. Read more from MarketingDive.
Microsoft Copilot expands AI power to display ads
Microsoft is broadening its AI-driven advertising tools, now offering generative AI capabilities for creating display ad banners through its Copilot feature. This expansion makes Microsoft Advertising’s AI assistant even more versatile, automating asset creation across nearly all ad types and saving marketers significant time. By automating creative tasks, Microsoft aims to let advertisers focus more on strategy and less on asset production. Read more from Search Engine Land.
Wieser upgrades 2024 for fourth time, political will be ‘massive’
For the fourth time in four consecutive quarters, ad industry economist Brian Wieser has revise his forecast for U.S. ad spending this year upward. Wieser now projects U.S. ad spending will rise 6.3% this year, a two percentage point increase from his September 2023 benchmark of +4.3%. Wieser’s estimates exclude the impact of political ad spending, which is expected to be a record incremental amount for U.S. media leading up to the 2024 presidential election. “Combined with spending on non-political activity, total advertising in the United States will amount to $394 billion this year.” Read more from Media Post.
Netflix Christmas NFL Games Could Meet Early Resistance From Advertisers
Can there ever be too much NFL on TV? Netflix is about to find out. The streaming giant is likely to meet early resistance in its effort to woo advertisers to two Christmas Day NFL games that it has secured for next season, according to four people familiar with the current “upfront” market, during which U.S. entertainment companies try to sell the bulk of their commercial inventory for their next programming cycles. The deal, unveiled in May, has created all kinds of anticipation that Netflix will bid for more live-sports rights in the near future, and reveals its growing interest in creating content that draws large live crowds as it invests in its own ad-supported subscription tier. Read more from Variety.
