Threads by Meta wants to compete with X (formerly Twitter) with its new application. Its launch has been a success and has everything it needs to establish itself against the network owned by Elon Musk. Also discover how Advanced TV maintains its attractive position with advertisers and the advertising spend forecasts for 2024.
The’ADVANCED TV MEDIA: AN ATTRACTIVE COMMUNICATION LEVER
Over the past few years, Advanced TV (VOD, segmented TV and CTV/OTT) has developed considerably, making itself more attractive to marketing decision-makers. Currently, In Europe, 23% of TV media budgets are already allocated to Advanced TV.
And, this communication lever maintains its attractiveness since 831% of advertisers plan to increase their investment in Advanced TV in 2024. Meanwhile, 89% of them expect to spend more on FAST (Free Ad-Supported TV) and AVOD platforms.
A study conducted by CoLab Medua Consulting reveals that 72% of French marketers expect their overall marketing budget to stabilise or even increase in 2024.
Meta has launched Threads, a social network that rivals X (formerly Twitter)
Five months after the rest of the world, Meta's social network Threads is launching in Europe. The owners of the Facebook and Instagram networks aim to compete with the X network bought by Elon Musk.
Launched mid-December, Threads has recorded over 2.6 million downloads in Europe in just three days. France ranks third in downloads, with more than 440,000 installations, preceded by Italy (1.06 million) and Germany (550,000). These figures combine both downloads from the Apple App Store (1.7 million) and the Google Play Store (915,000).
Rise in +4.61% quarter-on-quarter in advertising expenditure worldwide in 2024, +2.41% quarter-on-quarter for France
According to the report «Global Ad Spend Forecasts», advertising spend is expected to increase in 2024, published by Dentsu. This report covers 58 markets worldwide. In anticipation, this spend will increase by $33 billion to reach $752.8 billion globally.
Growth in 2023 compared with 2022 is expected to be around +2.71% YoY, whilst 2024 is expected to see an acceleration in growth, with an increase of +4.61% YoY forecast. More specifically, this growth is expected to remain above +4.1% for each quarter in 2024 and is expected to peak at +5.51% in the third quarter. This is partly due to major sporting events (the 2024 Paris Olympics and the UEFA European Championship), which are often a major boost for the advertising industry.
As for France, following an expected increase of +2.11% QoQ in 2023, the market is set to continue growing by +2.41% QoQ, reaching $17 billion in 2024, driven in part by the Paris Olympics.
For the EMEA region (Europe, Middle East and Africa), digital will be one of the main drivers of growth, accounting for 56.61% of expenditure (compared with 58.81% globally).
The year 2023 has been a year rich in development and evolution for the media sector, whether through the creation of new communication channels or the expansion of existing ones. Using the media in one's strategy has proven to be most useful and effective in increasing notoriety, as well as making oneself memorable to one's target audience. As the current year draws to a close, we are eager to see the new innovations that 2024 will offer us.
