Tagged for Success - Tag Digital’s Newsletter - #7
Welcome to the 7th edition of Tagged for Success, keeping you up to date with the latest changes in the digital marketing landscape and key updates across paid channels.
This month we’ve got FOUR key new platform updates to share – the latest from Google, TikTok, Meta and LinkedIn, and insights into the latest trends that are shaping the events industry.
What can you expect in this newsletter?
?? Google Launches AI Overview Ads on Mobile in the U.S. ???
You will have noticed the AI Overview on Google when you’re searching, it is a new feature that enhances search results by generating concise, AI-powered summaries, providing users with relevant information at a glance.
With Google's AI Overview, Google ads were being pushed down the search engine results page, this is all changing now!
Let's refresh what it looks like now when you search on Google...
Google's latest update introduces new AI-powered features to enhance ads in Search and Google Lens, bringing a fresh approach to ad placements in a competitive market.
?? What Do AI Overview Ads Look Like?
The ads appear just below the AI-generated answers within the AI Overview, marked under a “Sponsored” label. From the image shared by Google, the ads resemble standard Shopping ads, offering a seamless blend with the organic content.
?? What’s Changing?
→ AI-Generated Overviews Now Feature Ads: Ads are now embedded within AI-generated summaries on Google Search, giving users more relevant product options directly in their search results.
→ Shopping Ads in Google Lens: Visual search users will now see shopping ads integrated into Google Lens results. This feature is rolling out to Android and iOS in select regions by the end of the year.
?? Availability: Ads in AI Overviews are currently live for mobile users in the US.
?? What You Need to Do: Advertisers can continue using existing campaigns (Search, Shopping, Performance Max) without any additional setup to tap into these new ad placements.
?? Thoughts from our CTO, Alex Velinov :
With the rise of AI tools like OpenAI and Perplexity, Google’s share of the search market is facing disruption. Google’s introduction of AI-driven summaries is a direct response, but this shift moves ads lower on the page, possibly impacting CTR and revenue.
While Google is expanding ad placements through AI Overviews and Lens, the big question remains: Can they innovate fast enough to outpace agile competitors in the AI space, or will their size slow them down?
What do you think? Is Google still a leader in this rapidly evolving market, or are new AI tools pulling ahead? What platform do you use for your searches?
?? TikTok Debuts Search Ads in the U.S. ??
Another exciting update that has been rolled out in the U.S. recently, Search Ads on TikTok for Business .
TikTok has officially entered the search ad space with its new Search Ads Campaign, allowing advertisers to reach users directly within search results on the platform.
?? Why This Matters TikTok’s search function is becoming a go-to for younger audiences, with 57% of users turning to the app for search purposes (TikTok for Business).
This trend could pose a real challenge to Google, as social media platforms gain ground in search-based advertising.
?? Gen Z’s Shift and What It Means for Digital Marketers
As Gen Z continues to turn to platforms like TikTok over traditional search engines, digital marketers need to adapt their strategies to reach this new generation of event-goers.?
Gen Z prefers TikTok’s engaging, video-centric content for quick answers and discovery.?
For event marketers, this shift means capitalising on TikTok’s search ads can help brands connect with younger audiences who are looking for everything from event recommendations to real-time experiences in a format they trust and relate to.?
It’s not just about visibility—it’s about meeting Gen Z where they are and shaping the future of event promotion.
At DigitX Moments Caitlin Fox presented 'Adapting Event Marketing Strategies for the Next Generation' and made it clear that event marketers must adapt to the changing preferences of Next Generation of Event Goers.
?? Conversion Boost Initial tests from TikTok show that combining Search Ads with In-Feed Ads can boost conversions by 20% (TikTok for Business), providing brands with a strong opportunity to capture user interest even if they don’t engage right away.
?? What’s Next? TikTok’s evolving search capabilities could reshape how advertisers reach intent-driven users, but with a possible U.S. ban looming in January, its potential impact on Google’s dominance may be short-lived.
What do you think? Are you excited about search ads coming to TikTok?
?? New Feature Alert: “Event Details” for Meta Ads ??
Meta has introduced a new feature for website conversion ads called “Event Details”, designed to help advertisers boost engagement with time-sensitive events.?
This feature allows you to add event-specific information to your ad, like a title, start or end time, and even a reminder button for your audience to get notifications.
?? How It Works:
When you click “Add Event,” you can name your event and set a start or end time. For notifications, the default settings remind users 1 day before, 15 minutes before, and at the event’s start time.?
You can also customise it to send notifications up to 7 days after the event – this could be used post event to share early bird deals or promotions for the following year’s event.
?? Where It Shows Up:
This feature appears in specific placements, including Instagram Feed, Stories, and Reels—perfect for capturing attention in high-engagement spaces.
?? Not to Be Confused With…
It’s important to note that “Event Details” is separate from Facebook Events, which you’ll see right above this option in the ad setup.?
Also, this feature is similar to the “Get Reminders” option found in Engagement objective ads, but both features currently exist side by side.
?? Is this feature here to stay?
It’s unclear whether this is a limited test or a full rollout, we only have access to this feature on a few of our ad accounts right now but we will be testing and be sure to share our results with you all.
?? LinkedIn Launches Accelerate – Smarter AI-Powered Campaigns ??
High-performance campaigns just got easier with LinkedIn Accelerate. This AI-powered tool is designed to simplify your ad campaigns, helping you drive better results while saving time.
This new campaign option is being rolled out across LinkedIn, we’re excited to test this alongside our campaigns to compare the results and fine tune how we can use this feature to enhance our client’s campaigns.?
?? What is the Impact?
Accelerate optimises targeting, creative, bidding, and placement and LinkedIn Marketing Solutions have shared stats to show Accelerate campaigns drove 52% lower cost per action compared to advertisers' Business as Usual Classic campaigns.
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It’s all about using AI to boost efficiency and reach the right buyers at the right time.
This is a really exciting update from LinkedIn and follows in the footsteps of Meta’s Advantage+ campaigns.
??? How It Works:
Accelerate automates the entire campaign setup, from ad creation to optimisation, ensuring it is tailored to your business objectives.
?? Results from LinkedIn's Beta...
According to LinkedIn's recent beta, advertisers using Accelerate built their campaigns 15% more efficiently than traditional setups, with significantly lower costs per action compared to standard campaigns. (Source: LinkedIn Marketing Solutions)
Don't worry, we'll be sharing the results of our Accelerate campaign tests, make sure you're subscribed to make sure you don't miss this.
Are you a fan of this new campaign type? Is this what the future of paid advertising looks like? Let us know your thoughts in the comments ??
?? 3 Key Trends Shaping the Event Industry Right Now ??
Last month we partnered with mdg to bring a series of 3 exclusive events to the U.S with the 4th edition of DigitX – our DigitX Moments U.S. Roadshow.
Nicola Shaw and Tony Joy presented, The Future of Digital: The Power of Infinity Loop Marketing, sharing how marketers need to future-proof their strategies for 2025.?
One of the main takeaways was understanding the changes in how audiences are engaging with your content.?
1?? Consumer Behaviour is Shifting
In 2024, content is still king, but there’s a twist—audiences are craving expert-led content more than ever.
Consumers want brands to feel authentic, with real insights from industry leaders and event speakers taking centre stage.
Video is more important than ever. With video making up 82% of all internet traffic in 2024, short-form content is the way to go.?
Platforms like TikTok and Instagram Reels are leading the charge. Using behind-the-scenes clips or expert testimonials in video format can help event marketers capture attention and boost engagement.
?? Social Media is the New Search Engine
One of the biggest shifts Nicola highlighted is how social media is taking over traditional search engines.
This behaviour shift is highlighted by the latest updates from TikTok – introducing Search Ads.
According to HubSpot, 1 in 4 consumers now turn to social media to search for brands and products, especially Gen Z.?
For event marketers, this opens up huge opportunities to rethink content strategies—like tapping into user-generated content and branded hashtags to build authenticity and trust.
2?? The Rise of AI in Event Marketing
AI was a hot topic throughout the session. Nicola shared how AI tools are rapidly transforming event marketing—everything from AI-powered customer support to Generative AI Creatives that stand out in a crowded space.?
With AI tools like AI Agents providing 24/7 support, and AI creatives like Midjourney generating eye-catching assets, marketers are able to innovate in ways that simply weren’t possible before.
AI’s impact on creative content is particularly exciting for 2025 and beyond. AI isn’t just about automation—it’s about creating content that drives real engagement.?
With consumers being exposed to so much content, AI-powered visuals can help your ads grab attention and generate clicks.
Above is a behind the scenes insight into how we created our Generative AI Creatives we used to promote DigitX Moments – the image on the left shows an example of the ad we ran across paid and organic LinkedIn, originally created on MidJourney.
We took this one step further (right hand image) by using Runway to turn our still image into an animated video which we branded for our holding slides and on screens throughout our event venues.
3?? Prioritising First-Party Data
As Google continues to shift its approach to cookie tracking, first-party data is more valuable than ever.
While Google has delayed the phase-out of third-party cookies, users are becoming more privacy-conscious, and many are choosing to opt out of tracking.
For event marketers, this means that building and maintaining healthy first-party data lists—like attendee emails—isn’t just important, it’s essential.?
Nicola shared how first-party data has become a critical asset for personalized marketing and effective ad targeting, so focusing on your data strategy is key to driving long-term engagement.
Interested to learn more? You can read our full summary blog of Nicola and Tony’s session here – which dives into other future-proofing strategies like Infinity Loop Marketing.
?? Tag Digital’s Latest AI Innovation: Building a Digital Twin of Laura Davidson ??
How do you feel about the prospect of your next colleague being an AI agent?
The idea of working alongside AI is no longer a distant future—it's happening now. As we enter a new era of technology, AI is set to transform the workplace in ways we are only beginning to understand.
Imagine a new team member who never sleeps, doesn’t need a break, and can process information faster than we can imagine.?
This AI colleague could analyse market trends, generate reports, and even contribute creative ideas to your projects. It may sound futuristic, but this is the reality of the workplace we're heading toward.
In the next 5 to 10 years, AI agents will become key players in our professional lives.
They’ll not only change how we work but also how we interact with technology and each other, driving greater efficiency and innovation.
But as we welcome AI into the workforce, it also sparks important conversations about the evolving role of human-AI collaboration.
By fostering a culture of innovation, we have been able to continually refine our processes and stay ahead in this rapidly changing landscape.
Our most recent innovation is our AI Digital Twin – this is still in beta mode but we want to highlight that you have to try these technologies and understand them even if not perfect.
The goal with the AI Digital Twin is to download the information that is stored in the brains of our team, and immortalise this within our company so it can be useful.
Remember when the first mobile phones constantly lost signal? We had to adapt—but look at how far we've come. It’s the same with AI. We’re embracing this journey, and it’s only the beginning.
To thrive in a future shaped by AI, here’s what you can do:
The next decade will be an exciting time of growth as AI becomes part of our daily work. By preparing ourselves now, we can unlock new possibilities and focus on what really matters.
We would love to know what you thought about this month’s newsletter, let us know in the comments now ??
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