First Edition | October 2024
Times Internet for Marketers
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In-Depth
Performance marketing has undergone rapid automation over the past decade, with advancements in audience targeting and programmatic buying driving brand success. However, as generative AI accelerates content production, there’s a risk of prioritizing algorithms over genuine consumer needs.
While performance marketing doesn’t struggle with efficiency, it does require a change in perspective. Contrary to the belief that AI will reduce costs and shrink marketing teams, experts suggest leveraging generative AI to build a more holistic strategy that includes brand-building, social media engagement, PR, and consumer analytics.?
Key areas where generative AI can enhance performance marketing:
Ultimately, generative AI should be seen as a tool to enable smarter, consumer-focused marketing. By fostering deeper insights and driving innovation, AI can help marketers create more meaningful campaigns that go beyond content production and deliver real value to consumers.
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Google has rolled out ads in AI Overviews, now available to mobile users in the U.S. These ads appear within the AI Overview section during searches, alongside relevant content. Early tests indicate they effectively connect users with brands at critical moments. Advertisers using Shopping, Performance Max, or AI-powered Search ads are automatically eligible for these placements, with no additional steps needed. This new format allows brands to engage users earlier in their search journey, boosting brand visibility and recall.
Google announced updates to its Notebook LLM and new YouTube features aimed at enhancing advertiser and brand engagement. The upgraded LLM improves contextual understanding and content generation, enabling brands to create more targeted, personalized ads with enhanced predictive capabilities. Advertisers can now optimize ad spend and boost ROI with AI-driven creative suggestions.