Digital Marketing Updates for October
Don't be scared this Halloween - we're sharing our latest spooktacular highlights of digital marketing industry updates (with an added dose of skele-puns).?
Discover eerie-sistable insights from the last month and don't forget to share with your teams, let's give 'em pumpkin to talk about!
?No tricks, just treats ahead;
?? Google rolls out AI-Organised search results page
?? Instagram confirms, brand's logo can be added to reels?
?? Amazon announces Prime Video has ad-supported reach of 19m in UK
Google is introducing AI-organised search results pages in the United States. The new feature builds a full page of multi-format results personalised for the searcher. The AI-organised pages will compile various content types, including articles, videos, and forum discussions. Google claims this approach will provide users with a more diverse range of information sources and perspectives.
SearchGPT is growing more quickly than other established generative AI engines like Perplexity and Claude - and generating more referral traffic for brands. This might not get as much organic traffic as regular search, but these challenger search engines may disrupt Google and Bing by driving innovations led by AI over the long term.
This new feature will allow searchers to play product videos directly in the search results. Your ads could benefit from higher interaction rates, as video ads often outperform static ones in terms of engagement. However, this change might also reduce traffic to landing pages, keeping users within Google's ecosystem instead.
Google is requiring advertisers to upgrade their call ads to responsive search ads format, mandating new requirements like landing pages and business names. This needs to be edited in all accounts to ensure the ads remain live.
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TikTok has partnered with InMarket to help businesses measure the impact of their ads on in-store visits, using enhanced conversion tracking that compares foot traffic from users exposed to ads with a control group. This collaboration has shown promising results, with 121 out of 126 campaigns yielding significant increases in store visits.
This provides clarity for brands and creators looking to leverage Instagram Reels effectively. By reassuring users that their own branding won't hinder reach, Instagram encourages original content creation while simultaneously disincentivising the reposting of competitor content.?
When a data study or survey is pitched to news outlets, brands are now producing and promoting unique, quality content, instead of repeating content that already exists on the web. Google wants to promote this kind of content rather than sites that produce content to manipulate the search engines.
The 2024 Connected TV Upfronts emphasised the rise of CTV as a key advertising platform, with predictions that UK CTV ad spend will hit ￡3 billion by 2028. Highlights include opportunities with extensive upcoming sports coverage, quality content is said to have a 50% higher ad retention, and the power of nostalgia in advertising and the brand impact of your advert being shown alongside a renowned show.?
Prime Video’s ad-supported content now reaches over 19 million UK viewers monthly, with 52% not watching paid linear TV. They also introduced shoppable interactive video ads and carousel ads, allowing viewers to add products to their cart directly from the ad, launching in 2025 to enhance customer engagement and brand insights. A host of success stories and new content line-ups were also highlighted.?
If you have any questions or would like any support on these or any digital activities, reach out at [email protected]
Thanks, the tmwi Digital team