How 2023 predictions held up; TikTok optimizes for larger screens

Plus: How digital channels stack up against the physical store [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis DECEMBER 19, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Feel like there are too many new slang words to keep up with? You’re not alone. TikTok has led to slang [overload](, where the weirder and more exclusive a term is, the better. Was this email forwarded to you? Sign up [here](. TOP STORY [How did our marketing and advertising predictions for 2023 hold up?]( In January, we made a slew of marketing and advertising predictions, from streaming to ad measurement. We already know the elephant in the room—we didn’t even mention generative AI. But the predictions we did make were a mixed bag in terms of accuracy. Here’s a look at how we did. [Keep reading]( NEWS AND VIEWS [TikTok rolls out an enhanced app experience for tablets and foldables]( Our view: TikTok already leads YouTube and Instagram in time spent by US users, according to our forecast. Improving the experience on bigger screens could boost that—and lead to more ad formats. [What brands can learn from Instagram, Pinterest, and TikTok’s 2024 predictions]( Our view: Now that Instagram and TikTok have officially launched their search advertising products, social search will become a bigger priority for marketers in 2024. [Gen Z leads the pack on Snapchat, TikTok]( Our view: For advertisers looking to target Gen Z, there is a massive social media ad opportunity on Snapchat and TikTok. When it comes to streaming, Disney+ and Netflix also offer opportunities to reach Gen Z. And YouTube remains relevant due to its sheer size. ANALYSIS [Product discovery: How digital channels stack up against the physical store]( There’s no doubt that the combination of all digital activities drives far more product and brand awareness than the physical store. But no single online channel—whether third-party retailers, brand websites, or social networks—has overtaken the power of the store. Physical stores are still relevant for driving upper-funnel awareness. The store is most important in grocery categories. Roughly half of shoppers who purchased a new brand or product in food and beverage (50.8%) or household supplies (48.6%) discovered it while shopping in-store. [Keep reading]( THINGS TO KNOW 🎢 [Google search ranking algorithm volatility sees holiday surge]( ⏯️ [Google to pay $700M in Play Store settlement]( 🔎 [New Google SGE insights: Content formats, YMYL, product views]( PODCAST [Behind the Numbers: The Daily]( The future of real-time insights, reading consumer confidence, and the 2024 cookieless future looms large. Tune in to the discussion with Jonathan Silver, founder and CEO of Affinity Solutions. Tune in on [Apple Podcasts](, [Spotify](, [YouTube](, or wherever you listen to podcasts. [Follow us on Instagram.](Behind the Numbers is made possible by Affinity Solutions. [Listen in]( THE BIG QUESTION Where in the world: Which country will have the highest penetration of internet users who are subscription OTT video viewers in 2024? A) US B) China C) UK D) Germany [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](