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Search ads across Amazon, Walmart, Kroger, Instacart, and other big retailers create conversions. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Now that Instagram and TikTok have officially launched their search advertising products, social search will become a bigger priority for marketers in 2024. Our take: As platforms invest additional resources in messaging, shopping, and search functionalities, brands are increasingly motivated to dedicate more time and marketing dollars across these channels.

So search ad revenues account for 75% of pie, which is to say 75% of Google's total ad revenues search had a really strong quarter and it's always impressive for a business the size of Google search to achieve double digit growth rates, especially compared to Q1 2023 when search ad revenues grew just 2%.

We expect this will increase search advertising fragmentation across devices and platforms, and that Google will respond to growing competition鈥攅specially from retail media channels鈥攂y experimenting with new models of advertising. 2. The emergence of AI app stores.

Amazon will be the second-largest search advertising firm in the US this year, bringing in $23.95 billion versus Google鈥檚 $57.49 billion. Google and Amazon are also competing for football viewership.

On-platform obfuscation: One of retail media鈥檚 strengths, specifically in search ads, is its ability to drive conversions and the clear ability to measure that connection. If a consumer searches a product, clicks an ad, and then makes a conversion, that entire transaction can be attributed to the ad. But that understanding of intent can also be a problem for performance marketers.

AI for consumers: Popular with key demographics and one of the leaders in time spent with social media, Instagram is serving as Meta鈥檚 testing ground for new features and initiatives like search advertising and Instagram Threads. Its popularity makes it the ideal space to test consumers鈥� appetite for AI. Sentiment around AI is generally low.

MAP advertisers can attribute in-store purchases to search ads. The Kroger Co. Kroger will see $15.85 billion in US grocery ecommerce sales this year, according to our forecast. Kroger announced it would bring its Kroger Precision Marketing (KPM) retail media network in-house in June, part of a growing trend of retailers maturing past partnership-based retail media networks.

Despite Microsoft鈥檚 head start, Google has the upper hand, given that the platform will account for more than half (53.9%) of US search ad revenues this year compared to Microsoft鈥檚 5.2%, according to our forecast. No matter which company wins this chess match, publishers and advertisers will be in trouble if chat-driven search replaces visiting websites. 2. Consumers are ready for AI search.

A women鈥檚 shoe retailer, for example, retargeted its cart abandoners with search ads and saw a 39.8% return on ad spend (ROAS) versus non-life cycle audiences, Collins said. Convert: Once converted, the available user data increases, as does the opportunity to target.

However, if scrutiny by the UK鈥檚 Competition and Markets Authority over Google allegedly sharing search revenue with Apple results in repercussions, Microsoft might reap the benefits. Dive deeper: Learn more about the generative AI market in our Data Drop: 5 Charts You Need to Make Sense of Generative AI Now.

. $30 billion of that $45 billion went to search advertising. Within retail media, both search and display spending are growing rapidly, but display is growing faster and making up an increasing share of retail media at dollar spent. Still, I don't want to understate the importance of retail media search advertising. Last year, retail media made up 25% of all US search advertising.

鈥淭he 1.0 era is what got us to where we are today, which is, broadly, search advertising and sponsored products,鈥� said Lipsman. We expect US onsite search ad spend to reach nearly $30 billion this year, accounting for over 27% of total search ad spending.

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

Despite this miss, Google's ad revenues are on an upward trajectory; we expect worldwide search ad revenues to grow 10.5% to $157.12 billion in 2024, followed by an 8.7% increase to $170.77 billion in 2025. Alphabet shares were down 5% to $143.17 on Wednesday. They have risen about 47% in the past year.

On the AI front, Google expanded AI tools for Search Ads, helping users automatically create assets and troubleshoot. And it launched a new tool that offers best-practice feedback on YouTube ads via AI. And speaking of YouTube, ads may get longer in length but fewer in number when viewed on TVs. Some creator ad controls are going away as well. Player: TikTok.

Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings, and SEO), sponsorships, lead generation (referrals

Microsoft鈥檚 US search ad revenues will grow 9.0% YoY this year, and growth will balloon to 17.5% in 2024 and 18.3% in 2025, according to our forecast. Increased traffic to the new Bing and a first-mover advantage in monetizing generative AI search responses will help Microsoft boost its search share. Social. What鈥檚 new: Microsoft-owned LinkedIn is boosting creator and AI tools.

鈥淚 can easily imagine a scenario in which Apple grabs 10% of Google鈥檚 nearly $150 billion search ad business, which would translate to a $15 billion opportunity.鈥�. Challenges: Apple鈥檚 shot at advertising dominance hasn鈥檛 gone unnoticed by consumers and competitors.

鈥淩etail media dollars are moving to platforms that are providing flexibility and transparency and options for managed service and self-service functionality,鈥� said McGahee, noting that Google is building out new features in its Search Ads 360 platform that will help retailers manage off-site campaigns, with a self-service feature launching soon.

Search experts on how AI, changing consumer behaviors, and an influx of digital channels are redefining search advertising. More Chart of the Day:. 7/3 - Summer inflation. 6/30 - CTV gains on mobile. 6/29 - Beauty and the bucks. 6/28 - Corner the marketplace. 6/27 - Where Gen Z buys.

While affiliate marketing is a comparatively small channel鈥攅stimates put spending at around $14 billion, worldwide鈥攊t will be a bellwether for several other parts of the media ecosystem, including web publishing, search advertising, and retail media. Affiliate marketers鈥� responses to disruptors including genAI will signal what could happen next.

Trend watch: Display and search advertising will grow by 7.9% and 8.3% in the US this year, respectively, but those figures don鈥檛 tell the full story. Connected TV (CTV) is carrying display at 21.2% growth, while social advertising is 鈥渋n the doldrums鈥� at 3.4% growth, said Cramer-Flood. Search is growing slower than previously expected due to a 鈥渇airly gloomy outlook for Google,鈥� Cramer-Flood said.

Last year, we predicted Apple would continue to benefit from its privacy rules and expand its offerings beyond search ads in the App Store, specifically with a demand-side platform (DSP) that would launch in 2023 with ads on Apple TV+. However, we also believed that the company would face more blowback from its App Store policies. Where we are now.

The Search Generative Experience update is some of the biggest ad news of the last month because it offers a glimpse at what generative AI search ads will look like. Sponsored ads are mixed in with search results, which could boost clicks. It could also make Google Search results look even more cluttered.