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Another 83% say they鈥檙e investing in on-site search ads, demonstrating the continued importance of lower-funnel/performance marketing tactics. Nearly 80% of US RMN ad spend will go toward on-site ads next year, per our forecast. However, off-site鈥檚 share of total ad spend will grow over the next few years. 3. Proving, optimizing ROI is crucial for continued marketer investment.

Given Google鈥檚 tremendous brand equity, a choice screen may not materially affect Google鈥檚 market share in search advertising. FTC v. Meta. In a suit filed in December 2020, the FTC alleged Meta (then Facebook) holds and abuses a monopoly in social networking. If the suit is successful, Meta may be forced to divest Instagram and/or WhatsApp.

All that said, even if OpenAI and Perplexity were to develop novel search ads, we expect Google to be the dominant player in that category for some time to come. Keep reading: Check out our Tech Briefing鈥檚 coverage of this development.

When TikTok launched the Search Ads Toggle in Q4 2023, it became the latest in a bumper crop of ad products aimed at capturing advertisers鈥� interest in users鈥� searches on their platforms. Other products, such as Snapchat鈥檚 My AI or Meta鈥檚 chatbots, were precursors aiming to harvest user signals or acclimate users to the experience of asking questions鈥攁nd getting answers鈥攊nside social platforms.

Marketers are already invested in search advertising; 62.2% of US retail media ad spend will go to search this year, per our March 2024 forecast. That鈥檚 a place marketers should keep investing in as image-based search makes searching in marketplaces even more useful for consumers. 5. CEOs are taking steps to ensure responsible AI use鈥攂ut there鈥檚 room for improvement.

Advertisers should be setting up campaigns for success with genAI search ads now, both on Microsoft鈥檚 ad platform and on other platforms that have genAI search ad formats, such as Google and Perplexity. GenAI search ads will enable brand advertising in a performance marketing context, Sainsbury-Carter said.

AI is revolutionizing B2B SEO, but the fundamentals still apply. By strategically using AI and focusing on SEO content, B2B marketers can leverage AI tools to stay ahead of algorithm changes and AI-powered models.

This typically favors performance marketing formats, which are closely associated with search. Advertising relevance (aligning search results with purchase intent) was also cited as important by respondents. Ad load was of little concern. Retail media buyers have limited reliance on display, where ad loads typically lead to viewer fatigue.

While Gemini and cloud services drive record revenues, competition and global regulatory actions threaten its monopoly, particularly in search and advertising ecosystems

Other ad channels like search are capitalizing on shoppability: Google recently began testing an AI-powered search ad format that targets low-traffic queries that are likely to drive purchases.

Digital ad spend tops $300 billion in 2024: Video dominates growth, driving display advertising's share and reshaping ad strategies through social and OTT.