The Digiday+ Research Briefing reveals that sponsored still images on Instagram have a higher engagement rate than Reels, according to data from 15 influencers. This trend is particularly evident in the beauty category, where single still images receive higher engagement rates. Carousel posts, which can include up to 10 images or videos, have the highest engagement rate for fashion and other categories.
Despite concerns about a potential TikTok ban, publishers are not yet worried about its impact on their revenue from brand-sponsored TikTok videos. Confidence remains that advertisers would shift their marketing dollars to support short-form videos on other platforms if a ban were to occur. According to Digiday+ Research surveys, direct-sold ads remain the top revenue source for publishers in 2024, with subscriptions and affiliate commerce taking a back seat.
At the IAB’s annual NewFronts, Samsung and Roku introduced new ad formats and measurement options for advertisers. When placing ads on streaming platforms, marketers consider the types of audiences they want to reach and the audience data that is most important for their targeting goals. Demographic information, including age and income level, is considered the most important type of first-party data for ad targeting on streaming platforms, followed by geographical information.
