Learn about the AI tech trends marketers need to watch this year in our webinar this Tuesday. Register here. |
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JANUARY 22, 2025 |
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What streaming service took the top spot in all TV viewing for December 2024? |
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A) YouTube B) Netflix C) Prime Video D) Tubi |
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TOP STORY |
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Traditional prompt-driven AI is giving way to agentic AI, which consists of autonomous agents capable of independently performing tasks, making real-time decisions, and learning from experience. Though it’s still in its early phases, agentic AI enables marketers to enhance operational efficiency, personalize customer interactions, and drive innovation. |
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Here are five stats marketers need to know about this next phase of AI. |
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IN THE NEWS |
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Google, YouTube, and Pinterest’s shares of US paid media traffic increased between Q4 2024 and January 20, 2025, while TikTok’s and Meta’s shares declined, according to analytics provider MikMak, which analyzed real-time commerce data from 2,000 brand customers and adjusted it for seasonality. (MikMak is an EMARKETER KPI data partner.) |
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Our view: Uncertainty around TikTok and Meta are spurring further diversification in the ad market. While Meta and Google will remain the largest ad platforms—as well as the biggest financial beneficiaries of a TikTok ban—advertisers are looking for alternative places to spend their dollars. |
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ANALYSIS |
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People want (and expect) creators to speak about politics. Over half (52%) of US consumers welcomed creators posting political content during last year’s election, per the Billion Dollar Boy survey. Many, however, drew a line between paid and unpaid political content. While that tracks with how people say they feel about sponsored versus organic creator content overall, it also suggests that there may be a boundary for creators between informing their audience and campaigning for a cause. |
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