The 4% | Edition 010
Google Marketing Live Updates
You can find the full session from the link below, like most Google sessions it was a chance for them to test how many times they can say AI. An added trend is now can you say 'privacy' and 'first-party data' in every sentence too.
So shocking that most of the summary highlights from Google themselves are about AI, privacy and first party data importance!
Within those a few cool updates for advertisers:
- First Party Data insights, if you segment your audiences you'll be able to see their % impact on conversions
- Asset Library; upload content one time and be able to access across all ad formats. Be a massive help on Performance Max setups!
- Self-serve conversion lift tests. Great initiative to have always on conversion lift studies to measure the impact of top of funnel activity.
- Ads are coming to YouTube shorts
- Competitor insights on Shopping, see who has better offers in the market without doing the manual research.
Big 5 own 50% of all ad revenues (not just digital)
While we often hear of the dominance of Google and Meta in light of digital ad revenues, these graphs plot out the dominance vs all media properties. The article references the US players that once ruled the land; now dwarfed into a 'next 20'.
DTC on the rise
The rate of 'regular' purchase directly from a brand has increased significantly during the pandemic years. An interesting undertone to this is the collapse of the US DTC start-ups using tech-metrics and cashburn to scale consumer based products (Casper, Peleton etc..)
However their push to change consumer behaviour to buy direct as default is likely to remain even with a recession.
Influencer Inflation
It's not just you! Sounds like influencers are feeling the crunch of inflation globally with many hiking their prices to enter this year.
There is another story here on the value equation. Given every media buying agency now can't go a meeting without saying UGC, influencer content for advertising for many brands is becoming their go-to creative agency.