People are spending less time on social platforms—except this one.

Today’s Social Media advertising rates have a spring in their step 🌱:

↗️ META: $8.17 CPM | ↘️ TIKTOK: $2.89 CPM | ↗️ SNAPCHAT: $7.67 CPM

In this week’s edition: 

• 🔥 Amazon’s new CTV units are Fire

• Is TikTok getting s’longer? ⏰

• 🎬 Coming soon to Netflix: First party data segments

But first…

⏱️  People are spending less time on every social platform—except this one.

Facebook? Down. Snapchat? Down. TikTok? Down! According to eMarketer, every major social platform is flat or seeing a dropoff in time spent per day—except Reddit, which is up nearly 4 percent. Also, as of last year, “Reddit users now spend more time on Reddit than Snapchat users spend on Snapchat.” What’s going on? One theory is that Reddit is one of few remaining social platforms with human interaction at its core: “offering perspectives from real people that are harder to come by these days.”

The Inside Scoop🍦: Now trending in performance media

🐻 U.S. ad spending, once projected to grow at a modest clip, is slowing faster than anticipated as economic uncertainty deepens.

• According to Brian Wieser, principal at Madison and Wall, the latest forecast places non-political ad spending growth at 3.6% for the year, a notable step down from the 4.5% growth forecast just a few months ago.

• The bright spot is digital media, which continued its upward trajectory through the fourth quarter.

📸 Instagram is experimenting with a feature that lets AI write your comments for you. 🙄

🔎 Google is rolling out the ability to specify where your Demand Gen ads appear across Google’s properties. See here: 

• Need a refresher on the difference between Basic Demographics and Detailed Demographics in your Google Ads targeting? Get hip to the many ways you can dig deeper into Search, Shopping, PMax, Demand Gen, and more over at Search Engine Land.

⏰ Are TikTok CPMs plunging off a cliff? Yes, according to adtech firm AdRoll, which surveyed 20,000 advertisers and concluded that TikTok CPMs have declined 80% year-over-year between January 2024 and January 2025. Several other agencies reported somewhat less dramatic declines—ranging from 25%-40%. “Several factors could be at play—weak demand, stiffer competition—but it’s hard to ignore the elephant in the room,” writes Digiday: namely, “the U.S. ban that was supposed to take effect in early January.”

• 🚫 Speaking of the TikTok ban: This week, Oracle emerged as the top contender to control TikTok’s U.S. business operation. But a lot of the proposed deal mechanics leaked so far have sounded…problematic. We took an executive deep-dive into the Oracle deal this week in our other newsletter, The Arbiter. 

• 💸 Who’s peeling off TikTok’s ad money? According to the analysts, there has been a lot of effort from Pinterest, Substack, and Snapchat. But in terms of real alternatives, advertisers are looking to just two platforms: YouTube shorts and IG Reels.

📏 Is TikTok getting s’longer? TikTok is experiencing a new content sweet spot: videos longer than one minute are capturing more attention and driving higher engagement. That’s similar to what other platforms have seen over the past year.​ 

According to social media management platform Buffer, these over-a-minute vids “get 63.8% more watch time than videos in the 30-60 second range,” and the same goes for watch time, with longer videos driving more engagement.

🔔 Microsoft Bing is testing an ad-heavy search results page with 7+ sponsored results and minimal organic results visible on the first page. Is this their answer to the detrimental impact of AI overviews on both paid and organic search results?

🔗 Looking to improve your LinkedIn content game? LinkedIn launched a new “Create Video” newsletter to share video tips and usage insights to help guide your video content approach.

📽️ Amazon is rolling out new ad units for FireTV-enabled CTV. 

🔥 Now available through Amazon DSP: the FireTV Feature Rotator, which starts as a static banner then auto-plays with a CTA to “send me more” via email or SMS. Why this?

• It’s a full-screen, high-impact unit with targeted inventory available at a relatively low CPM

• Amazon claims they’re seeing a Video Completion Rate (VCR) of 80-90%, as well as minimal overlap—3 percent on average—with Prime Video campaigns.

🔥🔥 Also available through Amazon DSP: FireTV Custom Content Row, which lets you own a premium sponsored row of between 5 and 20 tiles on the FireTV home screen.

• Each tile can have its own link and can link to a custom FireTV landing page. Click Through Rates (CTR) range from 0.65% to 1.7%.

• The unit is available via Cost Per Click (CPC) bidding, and displays below the fold.

🎬 Coming soon to Netflix: Advertisers will be able to onboard first-party data segments via LiveRamp, and leverage third-party audience segments via Acxiom, Polk, Experian and NCS. Both will be available April 1.

Here’s a quick guide to Netflix targeting:

Thanks for reading! We’ll be back next week to fill your inbox with more tips, tricks, and treats from the addressable universe.

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