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TikTok flips the switch on search ads. 蘑菇AV 17 months after it first began testing search ads, TikTok announced in late August that advertisers could decide whether their ads appear in the platform鈥檚 search results; by default, new ad campaigns will be eligible to appear there. It鈥檚 time to act now.

Uber is getting video ads in all its apps, running after customers place orders, within search ads, and during rides, as part of Uber鈥檚 moves to grow its retail media network. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Redmond has long trailed Mountain View in search ad revenues: Microsoft鈥檚 share in the US has languished just above 5%, and our latest forecast drops it below that mark in 2024. If their partnership with OpenAI creates an opening to disrupt Google鈥檚 lead, they鈥檒l have a great deal to gain.

ChatGPT and AI search engines like Perplexity present a challenge for Google, and as a result could transform search advertising. At the same time, Gen Z prefers searching on social media sites like TikTok, rather than on search engines, according to 2023 GWI data. Google is losing share of total US search ad spend, which will fall below 50% next year, per our March 2024 forecast.

Rembrand touts 鈥楢诲奥辞谤诲蝉 for product placement鈥�: Advertisers can incorporate their products into creator videos digitally by using Rembrand鈥檚 Generative Fusion tool, founder Omar Tawakol explained, likening the product to Google鈥檚 groundbreaking native advertising tool. Pro and con: VidCon attendees had mixed feelings about AI: . GenAI is a benefit.

In October, TikTok launched search ads to capitalize on the nearly 3 in 4 US TikTok users who search on the app, per an April 2023 Measure Protocol report. With linear TV ad spend down and CPMs dropping, ad dollars can be put elsewhere, like new inventory on Netflix鈥檚 ad-supported plan.

Despite鈥攐r perhaps because of鈥攊ts status as the second-largest search advertising giant in the world behind Google, Amazon鈥檚 interface has remained unchanged for years.

Marketplaces have seen a drop of over 10 percentage points, which could be attributed to the nature of self-reported data or search ads clogging results and damaging customer experience. TikTok could be playing a factor in the increase of product discovery on social media, especially with the launch of TikTok Shop in the US in late 2023. Use this chart:. Evaluate marketing spend across channels.

How it works: These off-site Sponsored Products ads resemble search ads and appear when a viewer is browsing on Amazon. They give product details, including star ratings, pricing, and in-stock status. Clicking on an ad directs users to an Amazon page to add items to their carts. Amazon plans to use machine learning algorithms to place ads with relevant content.

We don鈥檛 include search ads in our definition of programmatic digital display ads. If we did, walled gardens would likely continue winning share of programmatic spend, as noted in our 鈥淧rogrammatic Ad Spending Forecast Q3 2023鈥� report. Use this chart:. Understand walled gardens鈥� role within the programmatic landscape. More like this:.

Microsoft鈥檚 Bing Chat ads鈥攁nd their impact on the search advertising industry. 3 uses for ChatGPT in retail. 4 promising use cases for generative AI in content marketing. Yesterday鈥檚 Chart of the Day: YouTube, you lose. Methodology: Data is from a January 2023 Ipsos report titled "Ipsos Coronavirus Consumer Tracker." 1,119 US adults were surveyed online during January 18-19, 2023.

鈥淭ikTok, in particular, is going to try to capitalize on those behaviors through search ads that lead people to purchase,鈥� Enberg said. 鈥淭hat, of course, is Amazon鈥檚 turf. Amazon is going to have to compete with TikTok Shop, too.鈥�.

While the core of retail media spending is sponsored search ads, retail media networks offer a variety of ad formats, including connected TV, video, off-site display, audio, and in-store media. 鈥淸Advertisers] can use retailers to target consumers almost anywhere with any kind of digital advertising, and that is very powerful.鈥�. 3. Relationships. Growing out a new ad format can be a bit of a challenge.

鈥淚t allows for more innovative and personalized advertising experiences, leveraging video content to engage professional audiences in a relaxed and attentive setting, which is often less feasible in traditional display, social, or search advertising.鈥�. Video opens the doors for B2B advertisers to showcase their brand more authentically, evoke emotion, and drive positive associations.

Search Advertising and Retail Media Will Flourish. Every euro spent on digital ads must pull its weight in 2023. Advertisers and marketers can鈥檛 afford to waste budget, so we foresee a partial shift away from display ads and renewed emphasis on search鈥攚ith one big exception, retail media. Search spending will rise faster than total digital ad spending.

For example, TikTok introduced search ads last year, which enables advertisers to serve ads alongside organic search results. Meanwhile, Snapchat is incorporating generative AI into its platform, allowing developers to use ChatGPT to create AR lenses. Use this chart:. Assess digital media ad investments. More like this:.

(We don鈥檛 break out Apple鈥檚 search revenues in our forecast.). Retail media accounts for an increasing share of search ad spend in the US. That said, Google just announced it鈥檚 getting into retail media. TikTok also poses a rival to Google when it comes to search ads.

Mobile app install ad spending flows mainly to search ads in app stores and display ads within other mobile apps. With its affluent user base and dominant position in the US smartphone market, Apple is well positioned to both generate and soak up future demand in this category. Apple will increase its mobile app install ad revenues by 26.3% this year, reaching $5.20 billion.

罢颈办罢辞办鈥檚 Search Ads Toggle could lower CPA while increasing conversions. TikTok breaks down the difference between in-feed and Spark Ads. More Chart of the Day:. 8/29 - Instagram remains king. 8/28 - Digital commerce鈥檚 pay day. 8/25 - Social video slows. 8/24 - The rise and fall of ecommerce growth. 8/23 - Programmatic OOH watch.

SGE will continue to feature search ads in dedicated ad slots throughout the page. The big takeaway: If Google wants to maintain its place within the online shopping ecosystem, it needs to evolve, given that younger consumers have vastly different online habits from their older peers.

A marketer paying for search ads on given keywords can also determine their TikTok strategy using the same keywords. For example, if a TikTok that shows up under 鈥渇inancial planning鈥� has billions of views (because yes, TikTok videos can have billions of views), that could lead a marketer toward their next influencer. Cohesion between SEO and paid marketers is vital.

罢颈办罢辞办鈥檚 Search Ads Toggle could lower CPA while increasing conversions. Video dominates social time鈥攂ut it鈥檚 reaching a saturation point. The top reasons Gen Z downloaded Threads. More Chart of the Day:. 8/26 - Digital commerce鈥檚 pay day. 8/25 - Social video slows. 8/24 - The rise and fall of ecommerce growth. 8/23 - Programmatic OOH watch. 8/22 - Gen Z鈥檚 social motivators.

Younger digital grocery buyers find social and search ads to be the most helpful when shopping for groceries. On the contrary, Gen Xers and baby boomers prefer to see grocery ads on retail sites and apps, which are the favored ad locations for this older cohort. Key takeaway: Retailers and brands should focus on video and social advertising for upper-funnel brand marketing around grocery products.

An EU court upholds decision that Google unfairly boosted its shopping services, likely influencing future cases under EU and UK competition laws.

Note: Digital ad revenues include banner ads and other (static display and ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), lead generation (referrals), mobile messaging (SMS, MMS and P2P messaging), rich media (including instream and outstream video ads), search ads (including contextual text links, paid inclusion, and paid listings) and sponsorships