Media Monthly: March by the Situation Media Team

What: Three Predictions for Audio Advertising in the Year Ahead

Where: Forbes

Takeaways:. Forbes predicts more ad opportunities in audiobooks, more brands on a budget choosing self-serve podcast advertising, and more automation.

Why We’re Talking About it: Since the pandemic, audio consumption has increased by almost 80%. The podcast advertising in particular has seen tremendous growth, now encompassing about one-third of all audio advertising spending.

What: Sources Predict TikTok To Officially Enter Search Ads Market

Where: Business Insider

Takeaways: Social Media giant TikTok is said to be gearing up to launch its search ad product by the third quarter of 2023. While no official launch date has been announced, TikTok has been secretly beta-testing search ads on their platform via an invite-only basis since March of last year.

Why We’re Talking About it: TikTok’s search ad format will use scenery, images, voice-to-text, captions and keywords to choose which ads to show, in contrast to more traditional search engines that look at title, description and tags on a video. This methodology allows TikTok’s search ads to be more personalized to individual users’ interests.

What: Meta Launched Paid Verification Service on Facebook and Instagram

Where: AdAge

Takeaways: Following Twitter’s paid verification service, Meta launched a paid verification service of its own on Instagram and Facebook. Starting at $11.99 per month, users can join celebrities and other public figures in having a blue check that confirms their identity.

Why We’re Talking About it: This attempt to diversify from ad revenue will also impact the algorithm. In addition to a verification badge, the subscription includes “proactive account protection, access to account support, and increased visibility and reach.”