蘑菇AV

It took more than a decade for search and social to gain wide market traction, but the timeframe is shortening. Marketers who are slow to embrace emerging platforms will find themselves left behind even faster than before.

A jarring deceleration in ad spending growth has shaken the advertising industry in many parts of the world. However, this softness is not universal, and it is likely to be short-lived.

Expanded opportunities have made retail media鈥檚 rosy forecast even rosier. But retailers and buyers need to address the channel鈥檚 measurement, standardization, and complexity challenges.

TikTok proves social search is here to stay: Its new image search function capitalizes on a shift from traditional discovery methods.

Despite numerous problems, from early hallucinations to more recent embarrassments around search advertising, Microsoft remains all-in on re-imagining search鈥攑art of the reason investors have pushed the stock price up by more than 50% since the beginning of 2023. Even so, Google retains a gigantic lead, registering 84.6 billion visits in June, compared with Bing鈥檚 1.2 billion, according to Similarweb.

She notes that Bing's new AI integration and TikTok's functionality presents search ad options beyond Google. But the question is, who, according to our forecasts, has the second-largest search ad revenue slice? Who has the second-largest behind Google, search ad revenue slice in the US? So Yory... Suzy Davidkhanian:. Wait, wait, wait. Marcus Johnson:. We're just waiting for Suzy's answer.

Bing's new features take aim at Google: Microsoft is betting that ChatGPT-powered Bing Chat Answers and an image generation feature could keep recent search converts in the fold.

Retail media will stay ahead of connected TV (CTV) in US ad spending and close in on traditional TV this year, according to our forecast. Search overall, including paid search on retail media networks, will reach $108.48 billion in 2023.

Search, social, and customer ratings and reviews are the most influential channels for driving foot traffic and sales, according to SOCi鈥檚 Local Visibility Index 2024.

As RMN advertisers look for ways to expand beyond the on-site search ads that dominate that channel, audience extension via social has emerged as a natural choice. Meta is muscling in on the trend with its Managed Partner Ads Lite offering.

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�

A Google versus OpenAI search engine showdown is taking shape: A race to develop AI search engines raises questions about whether the tech can shake up the market.

A huge increase in visual search ad revenues is likely through 2027, accounting for more than $5 billion in additional mobile AR ad revenues. Consumer spending on AR is still low but could scale quickly. Most direct consumer spending on AR right now is in games鈥攑rimarily Pok茅mon Go, which generated $1.3 billion in 2021 (the latest full-year figure), according to Sensor Tower.

Traditional search鈥攚hich excludes retail media search鈥攚ill claim the biggest share of US ad dollars this year, amounting to $90.73 billion, according to our March 2024 forecast.

The tech company still controls the real AI: they use it primarily to make search ads more profitable, and the search ads look a lot like the search ads we see right now. Marcus Johnson:. Okay. Okay, I said future of... You've gone for movie script, I see. Ross Benes:. Well, so-. Max Willens:. I'd watch that on Hulu. Marcus Johnson:. I would watch that, on any platform. Ross Benes:.

Google鈥檚 new core update focuses on decluttering spam from search, targeting sites that employ generative AI to mass produce low-quality content with minimal oversight. Marketers can still use ChatGPT to draft content, but using the raw output of these tools is a bad idea, according to Lily Ray, vice president of SEO strategy and research at Amsive.

Amazon is moving beyond search ads to display, video, and streaming TV ads. Amazon鈥檚 search business is reaching maturity with heavy sponsored product ad loads appearing on most search result pages. Sellers are being encouraged to shift ad budgets into upper-funnel ads, including on-site display and video ads and off-site display and video ads accessed via Amazon DSP.