Report Overview

Bottom of the funnel is top of the pile: Online advertising lessons from Alphabet


YouTube’s tepid quarter signals a two-track online ad economy

YouTube faces a challenge to strengthen its brand

Beyond the short term, brands need to generate new demand

List of Figures and Tables

Figure 1: Ad revenue of major online advertising businesses ($bn)

Figure 2: Daily average views on YouTube Shorts and TikTok (bn)

Figure 3: Characteristics of high and low funnel direct response advertising