Larger companies have been better equipped to harness their advantages in first-party data and technology.
Advertisers try to persuade people to buy products, healthcare providers try to persuade people to make healthier lifestyle changes, and politicians try to persuade people to support their policies
and vote for them. It will become more important as platforms including Google and Microsoft learn how to build persuasiveness into ad models.
Some say generative AI will never replace traditional search engines, but the change could come sooner than expected - especially if consumers show a willingness to take the leap.
Google Ad Lead Vidhya Srinivasan provides insights about the future of advertising as advertisers and publishers wonder how Google will add advertising units to AI-supported products.
Search marketing will lose share to generative AI chatbots from Google, Microsoft, and OpenAI as well as other virtual agents, according to research published Monday. The projected decline of 25% by
2026 is a result of generative AI, according to the data.
The stakes were high for advertisers on Sunday - not only on national television, but for searches on Google.
I began covering market intel/measurement tech firm Skai as Kenshoo when Aaron Goldman, now Mediaocean CMO, ran marketing. VP of products Crissi Cupak has worked at Skai since 2013.
A new study by Mrge, a global platform for commerce advertising, defines what is means to combine performance marketing, commerce content, and affiliate marketing. Data suggests changes are afoot.
An ad campaign launched Monday from Semrush redefines success and shows marketers how to forge a new path to freedom.
The Winterberry Group Thursday released its 2024 outlook for U.S. advertising, marketing and data spend. It looks at online and offline channels and the business drivers and trends behind the data.
Ad spending on retail media networks nearly tripled on Black Friday.
A study by Magna Media Trials and Samsung Ads explored Gen Z and Millennials' CTV viewing habits, and suggests search may have a connection with next-generation campaigns.
AI grew up this year, advancing into generative and other types. It is changing search advertising and marketing, TV and other media and how creative is produced and automated. It has become the
dominants theme across the industry in earnings calls and reports, and it won't let up anytime soon.
Google will generate $170.87 billion worldwide in net digital ad revenue in 2023 worldwide, Insider Intelligence estimates - up 6.5% vs. last year, giving it a 28.4% share of the worldwide digital ad
market and an estimated,organic search share of 90%.
Analysts at New Street Research have developed a framework to evaluate the impact of the Google Search Generative Experience on search revenue and gross margins.
Ad and marketing agencies are split on how to price paid ad and organic services. Many marketers still prioritize optimizing keyword research despite all the technology available to do tasks, a survey
found.
Lucidworks commissioned Forrester Research to build a Total Economic Impact Study that required the research firm to interview customers and create a composite organization with a combination of two
or more organizational structures, such as design, manufacturing, and retail.
Messages about economic forecasts are mixed and muddled this year. Third-party data and research companies have divergent views on how consumers will spend money. McKinsey & Associates released data
in June that suggests "optimism is trending upward, but spending isn't."
Trust may become more than a buzzword for most paid-search ads and organic search campaigns, especially when it comes to financial institutions.
Intent-based ad targeting in pay-per-click campaigns drove significantly stronger performance and reach and reduced CPC, with 2.5 times greater overall campaign efficiency, Foundry data shows.
The study examined how ad creative impacts 61 metrics including lift, search intent, click-through rates and more in the consumer product group, automotive and other verticals. Creative quality can
lead to 23% aided ad-recall, which drops to 2% for ads with poor creative quality. The study found that consumers looking for a product are 20% more likely to notice and 13% more likely to enjoy ads
with improved visuals such as human presence, product images, or prominent logo placement.
Urban streetwear brand SikSilk experienced a 25% increase in ecommerce purchases from on-site search and a 36% decline in site abandonment after implementing AI-powered site search technology.
Microsoft has partnered with Roku since 2022. Microsoft's analysis of how CTV increases performance for campaigns shows TV streaming drives an increase in search behavior. Roku TV streaming ads lead
to a 9% increase in brand searches per user and an 11% increase in clicks per user.
NP Digital's research paper outlines findings from anonymous data collected by the company's platforms from Ubersuggest, and Answer The Public. It shows how trends like changes in Google's algorithms
and product updates in 2022 with change the industry in 2023. It also looks at changes that Microsoft made to cement it's resurgence in advertising.
More marketers plan to increase rather than decrease ad and marketing budgets in 2023, according to a study spanning B2C and B2B from NP Digital.
Findings may indicate that Google provides enough information on its search engine results page (SERP) to satisfy the user.
Spending on Google search ads overall grew 15% year-over-year in Q3 2022, slowing from 18% growth in the prior quarter for advertisers working with Tinuiti. Google faces a slowdown due to the
uncertain macroeconomic environment, but growth stabilized in Q3 to near pre-pandemic levels.
Insider Intelligence believes search media is the channel least likely to see budget cuts, while CTV, digital video and linear TV will be the most vulnerable.
A group of Microsoft Research scientists published a paper that attempts to build a benchmark to analyze the presence of "interference" in sponsored search advertising. The original, published in
2020, and resurfaced in July 2022, attempts to call attention to how each advertisement on a page influences the others. The research has become more important as the industry moves away from
cookie-based tracking in consumer browsers and looks to find other alternatives to target relevant ads.
Shoppers who are familiar with fashion brands are most likely to seek out those brands' websites, even when they don't have a product in mind.