The MINT Issue 19 - December 19th, 2024

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• X (formerly Twitter) rival, Bluesky now has 24 million users as CEO Jay Graber vows to not “enshittify” the platform with ads. Bluesky was previously an incubated social media experiment within Twitter before going independent prior to Elon Musk’s purchase of the platform. (Wired)

• The holiday shopping season is off to a booming start. Salesforce says online Thanksgiving day sales grew 6% YoY to $33.6 billion globally and 8% YoY to $8.1 billion in the US (IPG Media Lab, TechCrunch)

• Netflix’s Tyson-Paul boxing match garners 65 million viewers as many took to social media to express their difficulty watching the fight due to streaming lags and freezes. (Bloomberg)

• Walmart takes a second go at their shoppable TV concept by partnering with Roku to release a full-length Christmas movie that will allow viewers to buy products on their TV during specific parts of the story. “Jingle Bell Love” launched Nov 18th and is streaming for free on The Roku Channel. (The Verge)

• Spotify Wrapped 2024 added an AI Podcast powered by Google’s NotebookLM. As the platform’s annual holiday marketing campaign, Spotify tapped into some AI features, most notably via a partnership with Google to create an AI-generated podcast personalized to users based on their listening data and powered by NotebookLM. (IPG Media Lab, TechCrunch)

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Reflecting back on this past year’s collection of The Mint

2024 OneVue US Strategy Thought Leadership Pieces

The PAIL Report | 2024 Cultural Trend Report

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DOVE - Dove and Crumbl Join Forces to Create Cookie Inspired Collection

The collection is part of a limited capsule including body washes, hand washes, and body scrubs. This collab reflects the polarizing trend of merging culinary with beauty in an effort to create nostalgia

CeraVe - CeraVe Launches a Haircare Line

Developed with dermatologists, CeraVe’s new haircare line includes anti-dandruff shampoo and conditioner in an effort to compete directly with Head and Shoulders.

e.l.f. - Game On: e.l.f. Cosmetics Introduces New Campaign “eyes. lips. face. fandom.” to Rally Sports Fans Around Power Grip Primer

e.l.f. Cosmetics launched a new multi-platform campaign “eyes. lips. face. fandom.” to 22 million people during the Macy’s Thanksgiving Day Parade to talk directly to sports fans. “Actors Joey King and Lucien Laviscount will take on the ultimate home-town playoff - meeting the parents. On game day. On opposing sides.”

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U.S. Advertising Forecast Winter 2024: Defying Gravity

(MAGNA)

The US Advertising Forecast report, by Vincent Letang, Mike Leszega, and James Roth, is released on a quarterly basis. The report analyzes the size and growth of net media owners advertising revenues by format over the period of 1980-2029. Three documents are available for download below: Executive Summary, Full Report (deck), and Data (detailed excel file). The US advertising market rose by an estimated +12.4% to $380bn in 2024. That was +9.9% when excluding the impact of incremental ad sales around cyclical events. In 2025 MAGNA forecasts the US advertising market to increase by +4.9% to $399bn, or (+7.3% on an underlying basis). The market will cross the $400bn mark the following year in 2026.

U.S. Verticals Report Fall 2024: Powered by AI

(MAGNA)

The Fall 2024 update of the US Vertical Report analyzes net advertising spending trends for ten key industry verticals: automotive, entertainment, finance/insurance, food/drinks, restaurants, retail, personal care, pharmaceuticals, technology/telecoms and travel. These ten industries together represent 60% of total ad spend and 80% of national TV spend in the US. The report is updated twice a year: April and November. This 300-page deck-style report includes in-depth sections on each of the ten industries, analyzing ad spending patterns and trends in recent years (total spend, media mix), and industry developments likely shaping future ad spend (industry outlook, technology innovation, product launches, mergers and acquisitions, regulation, marketing trends etc.). The report includes a special section on advertising AI products and tools, such as Google Gemini and Meta AI. The project manager is Michael Leszega with contributions from Luke Stillman, Rebecca Hwang, James Roth, and Michael Huberman.

US Ad Market: The Pharma Report Patented Growth

(MAGNA)

Pharma is one of ten key industry verticals analyzed twice a year in the MAGNA INDUSTRY VERTICALS report. This standalone Pharma Report is an expanded, deep-dive analysis of the Pharma industry, looking at business, marketing and advertising trends, with a foreword by Melissa Gordon-Ring, Global President, Mediabrands Health. The global pharma (Rx) industry makes more than $1.3 trillion dollars in revenues. It crossed the one trillion mark in 2020 and has averaged +5% growth over the past ten years. It is a large and fast-growing industry. The US market is growing even faster than the global one. The US alone accounted for nearly $700bn in 2023, more than half of the global market compared to 40% ten years ago.

Global Ad Forecast: Olympic Form for the Global Ad Market

(MAGNA)

The winter update of MAGNAs Global Ad forecast, published Monday December 9th, reveals that media owners ad revenues reached $933 billion in 2024, up +10% inline with mid-year expectations. The advertising revenues of traditional media owners (TMO) from the cross platform television, radio, publishing, OOH, and cinema formats grew by an estimated +4% to $274 billion, the best performance in 14 years excluding the post-COVID recovery of 2021. TMO ad sales were boosted by a record number of cyclical events (elections in the US, Mexico, and India, as well as the Summer Olympics and other sporting events) and a +12% growth in TMOs non-linear ad sales (ad supported streaming +18%). The advertising sales of digital pure players (DPP) increased by +13% to reach $659 billion, led by Search / Commerce ad formats (+12%), Short Form Video (+12%) and social media (+18%). DPP ad sales were boosted by organic growth factors including competition in Ecommerce (Temu and Shein now targeting European consumers), the rise of retail media networks ($144 billion in 2024), AI targeting and placement algorithms, and better monetization of short vertical videos in social media apps.

Commerce Media Report: Fall 2024 Regional Rundown

(MAGNA)

The latest MAGNA Commerce Media report, created with KINESSO Commerce, analyzes the expanding commerce media ecosystem. Key findings include: The Retail Media advertising marketplace is one of the largest, and fastest growing drivers of the global advertising economy. Amazon remains the most significant retail media player, with approximately 66% of the market share globally outside China, or 37% of the market share when including China. Retail Media advertising revenues are progressively more multimedia, and more frequently involve offsite inventory. As new entrants ramp up their retail (and other consumer touchpoint) offerings, Retail Media becomes increasingly diverse and increasingly fragmented. As these transitions take place, brands are also pushing for more and better self-service offerings. Retail Media is not just for retailers anymore. Other scaled commerce platforms, including financial services, ridesharing, and delivery apps, are also capitalizing on consumer-level data. This broader ecosystem is called Commerce Media.

Time with Media: 4Q24 Computer, Mobile, & Social Trends

(MAGNA)

This iteration of Time with Media series focuses on Digital and Social Media. Among digital usage, smartphones and mobile are the most used devices. Mobile usage makes up nearly half of all media time for key adults 18-49 (43%). Entertainment is the main driver of consumption across both PC and mobile platforms. Entertainment represents 25% of PC usage and 30% of mobile device usage, the largest category for adults 18-49 on both devices. On Social Media, Gen Z has been the heaviest social media users for the past three years, averaging 6.4 hours per week in 2024. They lean heaviest into the short burst apps such as BeReal, TikTok and Snapchat.

Media Behavior: The Hispanic/Latino Consumer 2024

(MAGNA)

The Hispanic/Latino community is the largest multicultural group in the US, with 65 million people - nearly one in five Americans. As the Hispanic/Latino identity evolves with the inclusivity of a widening group, MAGNA has partnered with UM's Identity to feature their latest analysis, The Nuevo 5. You will learn nuanced opportunities for growth and connection with the sub-groups that make up this growing population, and how culture feeds into media consumption habits....

US Video Update - Fall 2024: Streaming and Linear Updates

(MAGNA)

Streaming is now the default destination for consumers above linear TV. Ad-supported streaming now accounts for 71% of the time spent by consumers on CTVs. As streaming platforms continue to raise the prices of ad-free or premium tiers, we expect to see even greater migration to ad-supported tiers in the future. Library content dominates the streaming space, as there are less original content titles airing this year due to the dual 2023 Hollywood strike, and streaming platforms cutting back on costs.

How to be in Podcasts for Brazil: ‘Must Knows’ for Effective Advertising

(MAGNA)

The MAGNA Media Trials study highlights that podcasts have highly engaged, lean-forward audiences, with 62% of listeners actively engaged with content and paying close attention and 66% expressing strong passion for their favorite podcasts two significant factors marketers should leverage. Listening to a podcast is an immersive experience that captivates the listeners attention through content and ads. The study was conducted in the Brazil using 'test ads' to analyze four strategies for ads: ad length, music, voiceover tone, and contextual alignment. The research findings show that all aforementioned strategies play a part in how listeners react to podcast ads.

Reddit for Real: Unlocking the True Potential of Reddit for Brands

(MAGNA)

Brands looking to connect with authentic, engaged audiences are enhancing their content while prioritizing brand safety and suitability. In todays crowded, fast-moving landscape, MAGNA Media Trials and Reddit reveal how to cut through the noise and drive real commerce in their new study, Reddit for Real: Unlocking the True Potential of Reddit for Brands. The data-backed study shows how brands can leverage Reddits unique community to build lasting relationships and drive trust even in the age of AI and manipulated media.

Catching the Professional Eye: How B2B Marketers Can Reach Decision Makers with CTV

(MAGNA)

As B2B marketers continue to search for ways to engage corporate decision-makers, a new MAGNA Media Trials study in partnership with LinkedIn unveils a promising opportunity: the connected TV (CTV) screen. With insights from over 1,500 business leaders across tech, healthcare, government, education, finance, and business services, the study sheds light on CTV as a powerful platform for reaching influential decision-makers in the comfort of their own homes.

MAGNA Masterclass: Retail Media, Programmatic, and Digital Personalization in 2025

(MAGNA)

This is the November 2024 Masterclass around Digital Advertising, Programmatic Advertising, Retail Media and Commerce Media. A full replay of the presentation can be found here: https://Vimeo.com/1032047734/036a6efbbf?share=copy

Media Landscape: Mexico 2024

(MAGNA)

The Mexico Media Landscape Report by Rebecca Hwang and MAGNA Mexico includes insights and forecasts on Mexicos economic environment, advertising market, media industry, media costs, ad spend trends, industry vertical, and ad revenues across all media channels. Among the findings: (1) Mexico stands as the second largest ad market in LATAM and the sixteenth largest globally with MXN 118.3bn ($7bn) in net ad revenues in 2023. (2) Mexicos ad spend per capita of $53 per year per capita is slightly below the LATAM average and well below the global average. (3) While traditional linear media continues to decline and lose ad revenue, digital media continues to grow by double-digits, leading the total ad market growth with a 54% market share in 2023.

What the Incoming Trump Administration Means for Tech & Innovations

(IPG Media Lab - Medium)

Everything from antitrust & AI regulations to trust in legacy media, this presidential election’s effects will be felt across every sector of the tech world

The Battle is On for Control over the AI Narrative

(IPG Media Lab - Medium)

Sam Altman says AGI is coming in 2025; Many others remain skeptical

Prime Innovations in Streaming Land

(IPG Media Lab - Medium)

How Prime Video’s latest additions reflect the larger streaming market, and the one competitive advantage it has over all other streaming services.

The Homebody Economy

(IPG Media Lab - Medium)

The many reasons for young people to stay home, and how brands can cater to them at home and beyond

The AI Agents Are Coming — Is Your Brand Ready?

(IPG Media Lab - Medium)

Exploring what moving on from AI chatbots to agentic AI systems might mean for brands

The Near Future of Self-Driving Cars

(IPG Media Lab - Medium)

Why Waymo won for now, and what’s coming next

Lab Podcast: Episode 164: 2024 Holiday Shopping Trends

(IPG Media Lab)

Lab Podcast: Episode 163: The Early Days of MR Headsets

(IPG Media Lab)

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• Adobe’s 2024 Holiday Shopping Trends Giving Real Time Holiday Spending Data

• Reddit Tests a Conversational AI Search Tool

• Gen-Z is Racking up Historical Levels of Debt

• How the American Express CMO Turned Credit Cards into Gen Z’s Passport to Culture

• Apple Tugs at ‘heartstrings’ Through Latest Spot Promoting AirPods Pro 2 as Hearing Aids

• Pinterest Predicts 2025