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鈥淕oogle will account for over half of search ad spending this year, but Google's not the perfect fit for every query that every person could ever ask,鈥� our analyst Evelyn Mitchell-Wolf said on a recent 蘑菇AV webinar. 鈥淚t never has been, and now consumers are also going elsewhere to satisfy their search needs.鈥�

Another 83% of US marketers say they鈥檙e investing in on-site search ads. But retailers should be careful about ad overload, considering a majority of consumers can have negative reactions to ads. 70% of UK adults think digital ads are annoying and unpleasant, per an October 2023 study from Picnic and YouGov. And 66% said annoying or intrusive ads led to them trusting the brand less.

It's made recent just general search initiatives and search ad initiatives. So early this year it launched an image search feature for TikTok shop. So directly linked to the products that people will be searching for, which I think was pretty smart. And then in September, so a few short months ago, it introduced the its TikTok search ads campaign.

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.

Microsoft bets big on AI and cloud, but TikTok acquisition could reshape its ad strategy: Investors weigh future growth against spending risks and competition.

Turbulence in trade relations is changing how China鈥檚 ecommerce platforms do business in the US, with spillover effects on US retail and advertising.

The company has faced some competition due to cookie loss, the rise of retail media search advertising, and generative AI search disruption. But Google remains by far the biggest player in search advertising, and disrupting that ecosystem would change the way advertisers collect data and spend money.

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

Instead of casting a wide net on social platforms and pursuing the creators with the highest follower accounts, marketers are now more focused on resonating with the right audience.

Search ads on Apple鈥檚 App Store have rapidly increased in importance. Apple鈥檚 introduction of ATT in 2021 has contributed to the growth of its search ad revenues. YoY growth in Apple install ad spending slowed to 18.3% in 2023. But that figure was still well above the mean and helped Apple鈥檚 share of the app install market increase to 23.2% last year.

Google is rolling out new features for its AI-powered Performance Max advertising platform, giving marketers more control over their campaigns and deeper insig

Retail media ad spending will be increasingly responsible for digital advertising鈥檚 double-digit growth. By 2028, the powerhouse channel will grow to represent nearly 1 in every 3 ad dollars spent.

Google's Search ad revenues are healthy, we just discussed that. They grew 13.2% year over year in 2024, compared to 7.7% in 2023. So that's positive momentum. Google traffic volume still dwarfs that of its Gen AI first competitors. Similar web data from December shows Google saw 31.8 times more web visits than ChatGPT, which was the next biggest Gen AI search destination.

In addition, concerns about generative AI鈥檚 impact on search advertising are having a dampening effect. Amazon has entered the mix and is steadily growing share. The boom in retail media spending has boosted Amazon鈥檚 ad revenues. As such, the duopoly has become a triopoly, and Amazon鈥檚 strong ad business will keep the triopoly鈥檚 share at around 66% throughout the forecast.