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The stalwart effectiveness of search marketing kicked off a race in Big Tech to capitalize on search revenues. Microsoft, Apple, and others made aggressive pushes into the search marketing space in order to capture revenues from the titans Amazon and Google. Even though advertisers were less likely to spend on unproven channels, one relatively new trend thrived: retail media networks.

Convincing performance marketers who focus on other channels such as search engine marketing to give CTV won鈥檛 necessarily be easy鈥攂ut if tvScientific鈥檚 approach is successful, CTV could take market share from other performance marketing stalwarts.

Content creation has relied on manual processes鈥攎arketers, writers, and designers crafting messages that resonate with audiences. The introduction of generative AI has revolutionized these workflows. Three-quarters (75%) of professionals who use generative AI say the technology saves them between one to 10 hours per week, according to the recent Contentful survey.

Google and Amazon enhance visual search capabilities to speed up the path to purchase: As more shoppers rely on the tool, both companies see an opportunity to make the shopping experience faster, simpler, and more relevant.

US social media ad spending will ride the momentum platforms built in H2 2023 thanks to AI, social video advertising growth, and a fixation on bottom-funnel outcomes.

AI-chatbot-based search engines could change the search marketing game completely. Google CEO Sundar Pichai called Google鈥檚 Search Generative Experience (SGE) a 鈥渃lear quality win鈥� on an earnings call last week, but experts aren鈥檛 so sure. 鈥淚 haven鈥檛 seen it improve in the months I鈥檝e had access to [SGE], and it still gets many basic things wrong.

Another result of increasing digital touchpoints is that marketers are no longer relying on paid search alone to reach consumers, said Timothy Jensen, senior search engine marketing specialist at M&T Bank. Spread it out: 鈥淧aid search is [still] fundamental to any advertising strategy,鈥� he said, but marketers are diversifying across multiple platforms, whether that be social media, video, or mobile.

鈥淚f a bank is only able to offer a particular product or rate in a specific geographic area, and they were previously using a ZIP code to do it, they will now need to switch to another form of geotargeting to cover the proper area,鈥� said Timothy Jensen, senior search engine marketing specialist at M&T Bank. But it won鈥檛 be impossible.

Google鈥檚 tough year of regulation gets tougher: The EU is reportedly planning to penalize Alphabet for Google鈥檚 favoritism in search results.

To take on retail media giants like Amazon and Walmart Connect, smaller networks need to constantly show what sets them apart and step up their media game.

Amazon鈥檚 $1.8 billion ad milestone solidifies a streaming leader: The launch of ads on Prime Video and Thursday Night Football are responsible for a meteoric rise.

鈥淚n 2022, retail media hit the first of many milestones when it became the fastest US ad channel to eclipse $30 billion in spending鈥攏early twice as quickly as it took social media,鈥� our analyst Max Willens said on a recent Meet the Analyst webinar. 鈥淭hat was just the start.鈥�

Google鈥檚 antitrust battle with DOJ: Company should demonstrate market competition, low barriers to entry, and no evidence of consumer harm.

For media brands, search engine marketing would lose its efficacy. But for other industries, search will remain a staple digital ad format. Facebook and Instagram user losses will be marginal. News articles make up less than 3% of what Canadian users see in their Facebook feeds, and users tell Facebook they actually want to see less news, per Meta.