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True or false? Most US consumers prefer brands that cater to a specific niche, rather than ones that try to appeal to everyone.
False, 46% of consumers want brands that cater to a specific niche, per data from Confidant and Vytal reported by Axios. But among Gen Z, this figure is higher, with 53% looking for brands that cater to a specific niche.
True or false? Google’s share of worldwide search traffic has dipped below 90%.
False. Despite the rise of AI chatbots like ChatGPT and Perplexity, Google accounted for 92.4% of search referral traffic worldwide from August to November 2024, per BrightEdge.
Which one of these brands did not create an Advent calendar in 2024?
A) Burger King B) Barbie C) Burt’s Bees D) Ben & Jerry’s
We’d like a Chunky Monkey and Americone Dream advent calendar next year, please.
Duolingo’s “learn Korean or else” ad campaign was created in partnership with what other Korean cultural phenomenon?
A) Squid Game B) BTS C) Etude House D) BLACKPINK
The campaign features Duo the Owl in a Squid Game inspired costume.
True or false? TikTok was the most downloaded app worldwide in November.
False. Instagram had the most downloads, at 53 million. But TikTok was No. 2, with 45 million downloads, according to appfigures.
True or false? YouTube viewers watched over 400 million hours of podcasts monthly on TVs this year.
True, YouTube viewers tuned in on TV to watch the historically audio-based format.
What was the most-Googled song in the US in 2024?
A) Not Like Us B) Fast Car C) Apple D) TEXAS HOLD ‘EM
Kendrick Lamar’s “Not Like Us” was the most-Googled song last year. “Fast Car” by Tracy Chapman and Luke Combs made the top five. Charli XCX’s “Apple” and Beyoncé’s “TEXAS HOLD ‘EM’” didn’t break the most-Googled list.
Which of the following was not one of the top 5 most popular internet services in 2024?
A) Google B) TikTok C) YouTube D) Amazon Web Services
Google had more traffic than any other internet service in 2024, according to Cloudfare. YouTube did not crack the top five, but it ranked high at No. 8.
Cheez-It is allowing fans to fulfill their “Fantaseez” at the Citrus Bowl this year. Which of the following is one of the potential “Fantaseez?”
A) Two-minute timeout wedding B) Warm-up quarterback C) Pour Cheez-Its on the winning coach D) Chase a cheesewheel across the field
Cheez-It is offering a two-minute timeout wedding as one of its potential “Fantaseez.” The other choices could be reality as well, since the snack brand is letting fans submit their own “Fantaseez.”
What is the Association of National Advertisers’ (ANA) 2024 marketing word of the year?
A) AI B) Measurement C) Personalization D) Demure
AI is the ANA’s 2024 word of the year. If that feels like deja vu, it’s because AI was also the ANA’s 2023 word of the year.
Wrap it up: Which one of the following artists was not a top artist of a member of our newsletter team this year?
A) Taylor Swift B) Radiohead C) Beyoncé D) Bad Bunny
Bad Bunny didn’t make No. 1 for any of our newsletter writers, but not for lack of love.
Lyft’s new feature helps users find what?
A) Subway entrances B) Celebrity homes C) Constellations D) Restrooms
Lyft introduced a restroom finder to help people go on the go.
Where are customers most likely to discover new brands and products?
A) Physical stores B) Social media C) Multibrand retailer websites
Nearly half (47.6%) of customers say they are most likely to discover new brands in physical stores, according to our “US Consumer Path to Purchase” survey from June 2024.
Which of the following is Oxford’s 2024 Word of the Year?
A) Dynamic pricing B) Demure C) Rizz D) Brain rot
Dynamic pricing and demure were both in the running, and rizz took Word of the Year in 2023. But this year the title went to brain rot, which first appeared in Henry David Thoreau’s “Walden” in 1854.
True or false? More than half of longer English-language posts on LinkedIn are AI-generated.
True. According to a study from Originality AI shared with Wired, 54% of longer English LinkedIn posts are written by AI.
Game time! Are NFL pregame ads more or less likely to drive viewer engagement as compared to the average prime-time ad?
NFL pregame ads are 12% more likely to drive viewer engagement than the average prime-time ad, per data from EDO.
What percentage of TikTok users have purposefully searched the platform for holiday gift ideas?
A) 9% B) 19% C) 39% D) 89%
Some 39% of TikTok users have intentionally searched for holiday gift ideas on TikTok, and 55% have already come across holiday gift ideas for this year on the platform, according to a survey from MGH.
Which of the following is not a real “Wicked” brand collaboration?
A) Great Value x Wicked mac and cheese B) Elphaba-themed Crocs C) Build-A-Bear Elphaba
All of these “Wicked” collabs are real, along with dozens of others, as movies and brands lean into the same playbook that led to so many “Barbie” products last year.
The Department of Justice asked a federal judge to force Google to sell Chrome. What percentage of US digital ad spend goes to Google?
A) 9% B) 14% C) 27% D) 50%
Google will account for 26.7% of US digital ad spend this year, per our November 2024 forecast.
How many consumers worldwide have different favorite retailers since working from home?
A) More than half B) Less than half
Some 53% of consumers admit that their favorite retailers have changed since working from home, according to VML’s the future shopper report.
Which of the following has the least influence over US consumers’ decision to buy online?
A) Sales and promotions B) Paid social media ads C) Reviews D) Brands’ social content
Some 28% of consumers consider paid and sponsored ads on social media at least somewhat influential in their decision to buy online, putting it behind all the other listed influences, according to data from Ipsos and Aftership.
True or false? Over 75 million households watched Netflix’s fight between Jake Paul and Mike Tyson.
False, the actual number is 65 million concurrent streams, according to data from Most Valuable Promotions cited by The Verge, which is still pretty impressive.
True or false? In the US, men are more likely to be LinkedIn users than women.
True, 35% of US men say they use LinkedIn, compared with 30% of US women. More men than women also use X, YouTube, and Reddit, according to Pew Research.
Too good to pass up: Which of the following is the most common password people use?
A) 123456 B) qwerty C) password D) aksjdi!!9839_?dDAErkj E) password1
The most popular password worldwide is “123456,” according to NordPass. In the US, it’s “secret.” If either of these are your password, maybe consider a change.
True or false: X alternative Bluesky has added one million new users since the US elections last week?
True, the platform has seen increased engagement in the last week.
What percentage of US internet users also use generative AI?
A) 10% B) 33% C) 50% D) 66%
In 2024, 32.6% of US internet users will be generative AI users. That figure will increase to 37.7% next year, per our forecast.
LinkedIn’s latest jobs report shows which role as the most in-demand job overall?
A) Software engineer B) Customer service representative C) Salesperson D) Project manager
Salesperson was the most in-demand job on LinkedIn in Q3 2024, according to LinkedIn data reported by Search Engine Journal.
True or false? More than half of LinkedIn’s total US ad revenues come from mobile.
True, mobile ad spend will make up 64.6% of total LinkedIn ad spend in the US this year, per our forecast.
What percentage of retail media digital display ads will be programmatic next year?
A) 52% B) 75% C) 94%
We expect 94.0% of US retail media digital display ads will be programmatically transacted in 2025, per our June 2024 forecast.
At which of the following social networks are US ad revenues not growing?
A) Reddit B) Snapchat C) LinkedIn D) X (formerly Twitter)
US ad revenues will grow this year on Reddit by 27.9%, on Snapchat by 8.0%, and on LinkedIn by 13.9%, per our forecast. They will shrink on X by 2.5%.
The US presidential election is tomorrow. How much more did political campaigns spend this year than in 2020?
A) $2.58 million B) $258 million C) $2.58 billion D) $25.8 billion
We forecasted US total political ad spend at $12.15 billion this year, $2.58 billion more than in 2020.
Klaviyo’s first Black Friday campaign features which famous YouTube chef?
A) Claire Saffitz B) Alison Roman C) Sohla El-Waylly D) Oliver Babish
Alison Roman will incorporate Klaviyo ads into her Thanksgiving prep video. We’re already hungry for more.
This December, a real-time animated Monday Night Football team featuring what cartoon cast will stream on Disney+ and ESPN+?
A) Bob’s Burgers B) Phineas and Ferb C) The Simpsons D) King of the Hill
Bart Simpson will side with the Bengals while Homer roots for the Cowboys during The Simpsons Funday Football. No word yet on which team Ned Flanders will be cheating for.
Which presidential ticket will advertise on the Las Vegas Sphere, becoming the first political campaign to do so?
A) Harris/Walz B) Trump/Vance
The Harris campaign will advertise on Nevada’s big screen this Thursday, the same day the candidate plans to make a visit to the swing state.
Which industry will have the highest US digital ad spend growth this year?
A) Telecom B) CPG C) Healthcare and pharma D) Travel
Telecom digital ad spend will grow by 20.9% in the US this year, per our forecast. Learn more in our US Ad Spending By Industry report, available here.
True or false? Writing from journalists is easier to understand than writing from AI models.
True, according to a study from Ludwig Maximilian University of Munich.
Urban Outfitters is launching a new social media holiday campaign. What is the tagline?
A) Happy LOLidays
B) BTWinter wonderland
C) FOMO-free holidays
D) Sleigh the season
The holiday campaign will feature a musical video and LOLiday gift guides, according to Marketing Dive.
After Google, Meta, and Amazon, which company has the next highest digital ad revenues in the US?
A) TikTok B) Microsoft C) Apple D) Walmart
Microsoft will see US ad revenues of $10.77 billion this year, per our March 2024 forecast.
Mucinex’s mascot, Mr. Mucus, is making a marketing appearance with a profile on what platform?
A) Tinder B) Facebook C) Roblox D) Minecraft
Mr. Mucus has a Tinder account, and he’s hoping you don’t swipe left.
US digital ad spend will cross what major milestone this year?
A) $200 billion B) $300 billion C) $400 billion.
US digital ad spend will hit $302.77 billion this year, per our March 2024 forecast.
True or false? Bluesky added 500,000 new users in one day last week in the wake of X changing its block functionality.
True, Bluesky gained a number of users, which could be related to X changing its block functionality (posts will now be visible to blocked users).
Kraft-Heinz’s Delimex frozen taquitos is leaning into “sound-driven” marketing with what somewhat off-putting sound?
A) Screeching brakes B) Buzzing insects C) Loud chewing D) Fork scraping a plate
The loud chewing sounds will certainly elicit some sort of reaction in the ads.
Which of the following brands had the highest ad engagement among WNBA advertisers this year?
A) Claritin B) Skims C) Gatorade D) Snickers
Claritin’s ad engagement was up 160% over the average WNBA advertiser this year, according to EDO. All of the other brands listed were among the top five for engagement.
Here’s today’s quiz. True or false? Seven in 10 US adults support banning cell phones for middle and high school students for the entire school day.
False, 36% of US adults support an all-day cell phone ban in schools, according to Pew Research. But 68% support banning cell phones during class times.
True or false: More than half of US adults say they’re less likely to buy a product if they see an ad too often.
True. Some 61% of US adults say too many ads turn them off to products, according to an AD-ID study cited by MediaPost.
True or false? Less than 1% of the TikTok accounts US adults follow are journalists and media outlets.
True, according to data from Pew Research.
In what year will Google’s US search ad spend share dip below 50%?
A) 2024 B) 2025 C) 2026 D) 2027
Google will account for 48.3% of US search ad spend share in 2025, per our forecast.
Would you meet your partner through Amazon? True or false? Some 48% of global consumers say they would be happy to use a dating app provided through a marketplace.
True, according to VML’s The Future Shopper report.
Levi’s latest collaboration involves an artist with a song about jeans. Who is it?
A) T-Pain B) Lana Del Ray C) Neil Diamond D) Zac Brown Band E) Beyoncé
The campaign follows the release of “LEVII’s JEANS,” one of the best songs off of Beyoncé’s COWBOY CARTER.
True or false? Walmart’s worldwide ad revenues are growing faster than Amazon’s.
True. Walmart’s digital ad revenues grew by 26% in Q2, while Amazon’s grew by 20%, per earnings reports.
Which social media platform do US influencers think will be the next major player in short-form video if TikTok is banned or sold?
A) Facebook Reels B) Instagram Reels C) YouTube Shorts D) Snapchat
One-third (33%) of US influencers believe Facebook Reels would be the next major player, and 32% said Instagram Reels. That bodes well for Meta—if TikTok can’t avert a ban.
Candy brand Hi-Chew is introducing a new mascot. What’s the anthropomorphic character’s name?
A) Hi-Five B) Chew-talka C) Hugh-Chew D) Chewbie
It’s unclear what kind of creature Chewbie, who sort of resembles an egg, is meant to be. But he’ll be on “Jimmy Kimmel Live” next month, presumably speaking his native language, Chewlish.
Which of the following iconic celebrity voices will not be featured on Meta’s AI chatbot?
A) Judi Dench B) John Cena C) Keegan-Michael Key D) Awkwafina
All of these celebrities will offer their voices to Meta’s AI chatbot, according to a report from Reuters.
Which company captured the biggest share of time spent with TV in the US this July?
A) The Walt Disney Co. B) Netflix C) NBCUniversal D) YouTube
YouTube had a 10.4% share of time spent with TV in the US this past July, according to Nielsen data. All other companies listed rounded out the top four.
Reese’s Puffs has a new star on its box. Who is it?
A) Reese Witherspoon B) Angel Reese C) A puffer fish D) Mr. Peanut
WNBA star Angel Reese is on the Reese’s Puffs box.
A new app entered the worldwide top 10 most downloaded apps in August. Which platform jumped into the top 10?
A) CapCut B) ChatGPT C) Temu D) Threads
ChatGPT joined the top 10 most-downloaded apps in August 2024, according to appfigures. CapCut, Temu, and Threads were all also in the top 10, but have been there before.
Let’s ride: True or false? More than half of US adults would be willing to buy a car via social media.
False, but 45% did express a willingness to do so, according to Adtaxi.
PayPal’s new ad campaign features Will Ferrell changing the lyrics to what famous ‘80s song?
A) “Jump” by Van Halen B) “Call Me” by Blondie C) “Everywhere” by Fleetwood Mac
The new spot emphasizes that PayPal allows users to pay everywhere.
What brand associated with autumn created a themed suite at Great Wolf Lodge resorts?
A) Starbucks B) L.L. Bean C) Brach’s Candy Corn D) Yankee Candle
Candy corn fans can stay in the orange, yellow, and white room and enjoy a year’s supply of candy.
A Starbucks deal with Geri Horner—also known as Ginger Spice—fell through after a dispute between the Spice Girl and Starbucks over what to name her signature drink. What did Horner want to name the coffee?
A) Ginger spice latte B) Hornerchatta C) Geri latte
Horner wanted the coffee to be named the Geri latte, which was apparently a no-go for Starbucks.
X, the platform formerly known as Twitter, has been banned in Brazil. How many users does the platform have in Brazil?
A) 10 million B) 20 million C) 30 million D) 40 million
The platform has 40.5 million users in Brazil, according to our May 2024 forecast.
Listen up. Which podcast ranks as the most popular tech podcast?
A) RadioLab B) 99% Invisible C) Decoder D) Vergecast
RadioLab is the most popular tech podcast, according to research by Linkee.ai as reported by MediaPost.
What was the most streamed show in America this July?
A) Dexter B) The Boys C) Young Sheldon D) Suits
Young Sheldon was the most streamed show in July 2024, with 165.5 million views and 4.7 million viewers, per YouGov. Dexter came in second (150.5 million views, 7.6 million viewers), followed by The Boys (138.5 million views, 24.8 million viewers), and Suits (129 million views, 8.3 million viewers).
Feeling salty? Which snack brand has launched out-of-home ads wrapping Uber and Lyft cars?
A) Wonderful Pistachios B) Chex Mix C) Goldfish D) Pop Tarts
Running through September Wonderful Pistachios’ out-of-home campaign includes billboards, car wraps, and digital placements at airports, transit stations, vehicle charging stations, and national parks, as reported by MediaPost.
It’s US Open season, and while Serena Williams isn’t competing this year, she’s still making headlines. The GOAT is hosting a box for influencers to watch the tournament in partnership with which big brand?
A) NIke B) On Running C) Gatorade D) Ulta Beauty
The influencer box celebrates Williams’ beauty brand, Wyn Beauty, which was launched in April.
Aside from the US, which country has the most TikTok users?
A) Brazil B) Mexico C) Japan D) Germany
Brazil has the most TikTok users of any country except the US, per our forecast data.
It’s not even Labor Day, but we’re thinking ahead to the holiday season. True or false? More than half of US adults find the holiday season stressful?
False, 49% of US adults find the holiday season somewhat or very stressful, according to YouGov.
Would you like fries with that? Which of the following fast-food restaurants is launching a streaming service?
A) Burger King B) McDonalds C) Taco Bell D) Chick-fil-A
Chick-fil-A has plans to launch original content on its own streaming platform, according to Deadline.
Last week, the White House held its first Creator Economy Conference. True or false? More than 80% of US marketers will use influencer marketing this year.
True, 82.7% of US marketers will use influencer marketing this year, per our March 2024 forecast.
What’s in a click? How has Facebook’s average click-through rate for lead campaigns changed between 2023 and 2024?
A) Increased B) Decreased C) Stayed the same
The average click-through rate for lead campaigns on Facebook has increased from 2.50% in 2023 to 2.53% this year, according to a Wordstream report cited by Search Engine Land.
Feeling nostalgic? McDonald’s released a line of cups that nod to previous popular collectables. Which one of these collectables is not on one of the cups?
A) Beanie Babies B) Barbie C) Hello Kitty D) Furby
The new cups are available with McDonald’s Collector’s Meal.
An increasing number of states are banning smartphones in schools. What percentage of high school teachers list cell phones as a major problem in the classroom?
A) 22% B) 53% C) 72% D) 98%
Some 72% of high school teachers say smartphones are a major problem, according to Pew Research.
In the FAST lane: Which of the following companies have not recently announced they will launch a FAST channel?
A) CNN B) Fubo C) Roku
Trick question: All three have recently announced new FAST channels. CNN is the latest, with its CNN Originals, which will include “Anthony Bourdain: Parts Unknown” and “Chasing Life with Dr. Sanjay Gupta.”
ChatGPT’s mobile app saw a big revenue spike after launching GPT-4o. How many active users will ChatGPT have in the US by the end of the year?
A) 8 million B) 28 million C) 38 million D) 68 million
ChatGPT will have 67.7 million US users this year, per our forecast. That’s up 22.2% over 2023.
X is suing an ad industry coalition and its members, including CVS, Mars, and Unilever (learn more about that further down in this newsletter). Pop quiz: What percentage of US social network ad spend will go to X this year?
A) Less than 1% B) 1% C) 5% D) 10%
This year, 1.3% of US social network ad spend will go to X (formerly Twitter). That figure has declined over the past few years and will continue to do so, per our March 2024 forecast.
True or false? Some 99% of those using AI platforms for search are still using traditional search engines as well.
True, according to a report from Datos and Sonata Insights.
True or false? AI was mentioned 75 times on Meta’s earnings call last week.
True. AI was mentioned 75 times either by Mark Zuckerberg, other Meta executives, or people asking questions, per an earnings transcript.
The long-awaited Disney, Fox, Warner Bros. Discovery joint sports streaming venture is expected to debut this fall. What will the platform be called?
A) Arena B) Power Play D) Onsides D) Venu
Venu will launch at $42.99 per month this fall.
Microsoft CrowdStrike issues are still lingering—financially, at least. How much did Delta say the outage cost the airline?
A) $5 million B) $50 million C) $500 million D) $5 billion
The outage cost Delta $500 million, per its CEO, and resulted in over 5,000 flight cancellations.
First Published on Dec 4, 2024