I=4
- Skai report indicates paid social ad spend grew 15% y/y while that of Meta grew 10% in Q4 2023.
- Skai points out that the current trends may not be comparable to that of prior periods.
As of this report, paid social analysis has expanded beyond Meta and Pinterest to include performance from TikTok, YouTube and LinkedIn. Growth rates may therefore not be directly
comparable to previous reports. - Skai said the analysis is based on advertiser compaigned data managed and the sample is based on $9 billion in spending over five quarters.
Assessment
- My trust level on this data is weak given that their prior analyses gave growth rates for paid social that were completely different from what were being observed. I would have expected their growth rates to track that of Meta or Pinterest given that the analyses were based on the two companies. But maybe there is another explanation for the divergence.