蘑菇AV

By streamlining workflows with integrated genAI, Dia targets professionals and power users, but its success depends on pulling users away from entrenched defaults.

Digital, traditional, and total media ad spending growth will all accelerate in 2024, although only modestly. The outlook has stabilized for most countries and regions, even if spectacular growth is harder than ever to find.

On today鈥檚 podcast, we discuss the 蘑菇AV report, 9 Pivotal Shifts in AI, Regulation, and Advertising That Will Change the Business Landscape. Our analysts will compete in the Great Behind The Numbers Take Off 鈥� Top Trends edition, borrowing from the television show, The Great British Bake Off. In the Take Off, we will talk in-depth about how retail media, social and AI will undercut traditional search and will governments protect children from digital ad giants. Listen to the conversation with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Evelyn Mitchell-Wolf, and Analyst Bill Fisher. Listen everywhere and watch on YouTube and Spotify.

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 today鈥檚 podcast episode, we discuss why Netflix viewers are spending less time on the platform, how the free ad-supported streaming players are getting on, and how a less discussed social platform has fast become one of the places Americans spend most of their social media time. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Director of Forecasting, Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

Temu and Shein鈥檚 ad bidding war drove spending away from search: CPCs spiked after the two retailers claimed in-demand search ad space.

Though TikTok鈥檚 days in the US could be numbered based on what could be a lengthy legal battle, its impact on search marketing is here to stay. Talk of the ban isn鈥檛 doing much to hamper TikTok investment. Brands like Rare Beauty and e.l.f. Beauty are deepening their ties to TikTok Shop, and TikTok remains one of the top three social media platforms by ad spending.

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.

Affiliate marketing is now a $10 billion industry, and marketers recognize its effectiveness. Yet many aren鈥檛 prioritizing affiliate marketing spend, due to difficulty with attribution or classifying it as social media spend. Here are five charts demonstrating the state of affiliate marketing.

On today鈥檚 podcast episode, we discuss how much is too much when it comes to AI-generated ads, the relationship between how much people notice ads versus how intrusive they find them, and the main reason consumers say they feel 鈥渋gnored鈥� by marketers. Tune in to the conversation with Director of Podcasts and host Marcus Johnson, Director of Reports Editing Rahul Chadha, and Senior Analyst Evelyn Mitchell-Wolff. Listen everywhere and watch on YouTube and Spotify.

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.

Walmart鈥檚 ad revenues grow 28% in Q3: Flipkart drives 50% international growth, while Walmart Connect expands with more marketplace sellers.

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.

Over 80% of ad spending in the US for technology and electronics (87.1%), retail (82.9%), and consumer packaged goods (80.2%) is directed toward digital media, according to 蘑菇AV鈥檚 August 2024 forecast.

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.

The experiment gauges users鈥� interest in seeing news content in search results and could push publishers to evaluate their reliance on traffic and ad revenue from Google Search

Physical stores are the new frontier for retail media. But undeveloped tech capabilities, competing priorities, and unproven new formats are hurdles retailers need to address.