Paid Social Forecast Report H1 2024

ROAS and Results Cut Through Gathering Political, Legal Clouds

Report by Max Willens  | Apr 29, 2024
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Executive Summary
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Table of Contents
Executive Summary
Amid unprecedented scrutiny, advertisers continue to plow budgets into social
AI is now central to social ad buying
Retail and CPG advertisers are shaping social ad offerings
Social video ad spending will be huge again in 2024
Social search has advertisers’ attention
Platform snapshot: Meta
Platform snapshot: TikTok
Platform snapshot: the second tier
EMARKETER Interviews
Sources
Media Gallery
About This Report
US social media ad spending will ride the momentum platforms built in H2 2023 thanks to AI, social video advertising growth, and a fixation on bottom-funnel outcomes.
Topics
Social Media Ad Spending
US
Table of Contents
Executive Summary
Amid unprecedented scrutiny, advertisers continue to plow budgets into social
AI is now central to social ad buying
Retail and CPG advertisers are shaping social ad offerings
Social video ad spending will be huge again in 2024
Social search has advertisers’ attention
Platform snapshot: Meta
Platform snapshot: TikTok
Platform snapshot: the second tier
EMARKETER Interviews
Sources
Media Gallery

The AI-driven results that carried social platforms out of their recent funk will power a strong year of growth in 2024. For now, ad buyers have shelved their concerns about the opacity of ad tools such as Advantage+ Shopping Campaigns (ASC+).

Key Question: How is ad spending across social’s leading platforms evolving?

Social Video's Share of Digital Video Ad Spending Is Beginning to Level Off
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Key Stat: Social video grew into the largest channel of US social ad spending in 2023, accounting for 52.5% of it. In 2025, social video will generate more ad spending than linear TV.

Here’s what’s in the full report

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5charts

Reliable data in simple displays for presentations and quick decision making.

9expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Amid unprecedented scrutiny, advertisers continue to plow budgets into social
    3. AI is now central to social ad buying
    4. Retail and CPG advertisers are shaping social ad offerings
    1. Social video ad spending will be huge again in 2024
    2. Social search has advertisers’ attention
    3. Platform snapshot: Meta
    4. Platform snapshot: TikTok
    1. Platform snapshot: the second tier
    2. EMARKETER Interviews
    3. Sources
    4. Media Gallery

    Charts in This Report

    Social Video's Share of Digital Video Ad Spending Is Beginning to Level OffSpending Toward Meta's Advantage+ Shopping Campaigns Grew by Over 40% Over 3 Quarters
    Instagram Will Account for the Majority of Meta's US Ad Business by 2026TikTok's Ad Business Will Have Compound Annual Growth of 26.4% From 2024-2026
    Meta and TikTok's Competitors' Share of US Social Ad Spending Will Continue Declining

    Interviewed for This Report

    Avi Ben-Zvi
    Winclap
    General Manager, North America
    Interviewed March 19, 2024
    Nathan Byrd
    Media.Monks
    Vice President, Paid Social
    Interviewed March 22, 2024
    Kevin Goodwin
    New Engen
    Vice President, Digital Marketing
    Interviewed March 21, 2024
    Jack Johnston
    Tinuiti
    Senior Director, Social Innovation
    Interviewed March 26, 2024
    Shuree Jones
    Rain the Growth Agency
    Group Director, Paid Social and Influencer Media
    Interviewed March 25, 2024
    Dane Kragness
    Taktical Digital
    Director, Paid Media
    Interviewed April 2, 2024
    Amy Luca
    Media.Monks
    Executive Vice President, Global Head of Social
    Interviewed March 22, 2024
    Sadie Miller
    Kinesso
    Senior Vice President, Social Media Partnerships and Strategy
    Interviewed March 26, 2024
    Rob Silver
    Razorfish
    Executive Vice President, National Media Lead
    Interviewed March 28, 2024

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    authors

    Max Willens

    Contributors

    Zach Goldner
    Forecasting Analyst
    Minda Smiley
    Senior Analyst, Social Media
    Yoram Wurmser
    Principal Analyst