蘑菇AV

On today鈥檚 podcast episode, we discuss what鈥檚 behind Google鈥檚 recent ad revenue growth, how OpenAI fusing SearchGPT to ChatGPT will affect them, and where we鈥檙e at with the search giant鈥檚 two major antitrust cases. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson and Senior Analyst Evelyn Mitchell-Wolf.

Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.

AI is revolutionizing B2B SEO. Many AI tools are included in established SEO tools. The tools are integrated into SEO tasks, including keyword research, competitive analysis, and performance tracking. This helps marketers gain deeper data insights into user search patterns and behaviors, which can inform more-effective SEO strategies.

Apple鈥檚 AI update embeds ChatGPT across iPhones and iPads, putting OpenAI鈥檚 tech at users鈥� fingertips and reshaping how genAI fits into daily life.

Paid search CPMs declined by double digits YoY every quarter in the past four quarters鈥�29% in Q2 2023 alone, per Skai. Paid search CTRs have not seen the same pattern of decline.

Digital ad spend is growing and going increasingly toward programmatic formats. Search ad spend is on the rise as well, as retail media growth remains healthy. And social media is in better shape than previously projected. Here are five recent charts forecasting the future of ad spend.

Retail media will stay ahead of connected TV (CTV) in US ad spending and close in on traditional TV this year, according to our forecast. Search overall, including paid search on retail media networks, will reach $108.48 billion in 2023.

Key stat: Google鈥檚 share of US nonretail search ad spend has declined since 2021, when the company saw $57.49 billion in US search ad revenues, according to our forecast. Among Google鈥檚 rivals outside of retail, both Microsoft and Apple are growing their search revenues faster.

Global ad revenues surpass $1 trillion in 2024, says GroupM: Retail media and digital platforms drive rapid growth amid linear TV decline.

On today's episode, we discuss the prevalence of folks using first-party data in clean rooms, Amazon Marketing Cloud, and privacy. "In Other News," we talk about how Meta鈥檚 recent General Data Protection Regulation (GDPR) violation could threaten its ad duopoly status and the impact of Twitter losing more than 500 of its top advertisers. Tune in to the discussion with our analyst Max Willens and Tinuiti's Nirish Parsad, practice lead in emerging technology, and Aly Fields, associate director of commerce.

Two-thirds (66%) of local ad agencies used search engine marketing as part of their local marketing efforts in 2023 and nearly a quarter (24%) plan to increase their spend on the channel in 2024, according to a November 2023 survey from Borrell Associates cited by Inside Radio.

鈥淧erformance Max [campaigns] are more algorithmic in nature,鈥� Menachem Ani, founder of online ad management company JXT Group, said during a recent Paid Search Association webinar. 鈥淒on鈥檛 force it to behave like a [traditional] campaign. My recommendation is to put in the work and make the most out of it.鈥�

The startup is building momentum to challenge Google but faces IP hurdles in the fierce AI search landscape.

TikTok is competing with just about everyone, according to our analyst Jasmine Enberg. Its lower costs per thousand are helping it pull ad share away from platforms like Meta, while its appeal to Gen Z consumers is pulling search dollars away from Google and Amazon. But it can play nice too, a strategy the platform has had to adopt in Washington to avoid a total US ban.

蘑菇AV clients' top 10 '24 topics : CTV led ad growth, AI drove innovation, and retail media surged, while TikTok and Gen Z reshaped the landscape.

CMOs are often the first people facing pressure to cut spend in a challenging economy. Marketers need to be able to trim budgets in a way that doesn鈥檛 thin out the brand. 鈥淎 common approach we see during these economic downturns is to cut those upper-funnel tactics鈥�but I really believe this is very shortsighted,鈥� said Laura Brooks, fractional CMO at Made by Nacho, during our recent 蘑菇AV Summit.

On Nov. 20, the US Department of Justice (DOJ) recommended Google be mandated to sell Chrome as part of an ongoing antitrust case that could upturn digital marketing. It's a change intended to increase competition, and marketing experts think it will.

Automated ad systems, boosted video ad spending, and platforms leaning into their unique qualities led to a bounce-back year in 2024 for social networks overall.

OpenAI considers its approach to ads: The $157 billion company explores monetization strategies to diversify revenue streams.

Disruption is imminent for programmatic. The market teeters on the brink of several seismic shifts around identity and audience data. And a landmark antitrust ruling could energize an already hot ad tech consolidation streak.

Social commerce is gaining momentum in the UK鈥攚ith sales set to double by 2028鈥攁s major brands join TikTok and as more people shop on social platforms.