TikTok and streamers are on track to outpace Google and Meta in digital ad space. According to Insider Intelligence, Google and Meta “accounted for a combined 48.4% of U.S. digital-ad spending in 2022…[suggesting] the pace is slower than the rest of the U.S. digital-advertising market.” Brands have more access to other advertising formats and are entering the spaces where young consumers actually want to see ad content. YPulse research shows that the top five places Gen Z last saw an ad that made them want to buy something are (in order) TikTok (27%), YouTube (17%), Instagram (13%), a video game (7%), and a cable TV commercial (7%). (WSJ)
