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Meta's new paid subscription plans for ad-free Facebook and Instagram in Europe may signal a turning point for social platforms, but they’re not alone. TikTok, Snap Inc., and X are also exploring paid plans, though none are fully ad-free. While Meta’s ad-free move is limited to Europe, its impact may ripple globally as regulations and platform behaviors evolve. This trend isn’t just about avoiding ads — it’s about finding new ways to connect with audiences. It prompts the question: How much should brand-building rely on social media? Gen Z and Alpha audiences are increasingly vocal about social media's emotional impact, and their buying power can’t be ignored. As retail media grows in popularity, many brands are diversifying their media mix to go beyond social platforms too. CTV usage is also rising, as is interest in ad-supported streaming tiers from platforms like Netflix. Brands will need to keep up with these latest shifts to meet their audiences where they are. Read more about it: https://lnkd.in/ghsciyZR #socialmediamarketing #paidsocial #advertising #ctv #retailmedia #adfree

Roku has launched their self-serve ads manager for CTV inventory. The ads solution is equipped with a first-of-its-kind Shopify integration to enable on-screen checkout via Roku remote, action ads utilizing interactive video overlays generated in-platform, and access to premium inventory exclusive to Roku. Roku is catering their ads solution toward performance marketers who love measurable results. And they’re doing a very good job. With native shoppable campaigns enabled by Shopify, exclusive CTV inventory, an attractive CPM, and a campaign minimum of just $500, Roku is an exciting new test for any growth marketing team. And the team at deodato.co is excited to be one of the first users of their new solution--we can’t wait to see the results.  Read more about it: https://lnkd.in/e9_acNYD #ctv #connectedtv #growthmarketing #performancemarketing #directresponse

Reddit, Inc. is enhancing its ad platform with AI-powered tools like auto-targeting, allowing marketers to reach engaged audiences based on their interests. By balancing user experience and monetization, Reddit offers non-intrusive ads while giving users control over what they see. Additionally, new measurement tools like Brand Lift and Conversion Lift help advertisers optimize campaigns and track performance, creating more opportunities to connect with passionate communities. Reddit's AI-driven targeting and full-funnel measurement offer brands great opportunities to connect with engaged, niche audiences. Tools like auto-targeting and Reddit Brand Lift as game-changers for optimizing campaigns. However, success requires a thoughtful approach that respects Reddit's community-driven nature while making the most of these new features. Read more about this at: https://lnkd.in/e22tF27x #reddit #ai #digitalmarketing #growthmarketing #brandlift #conversionlift

Google's August 2024 core update, currently rolling out and expected to take a month, addressing feedback from previous updates that negatively impacted these publishers. The update aims to improve search result quality by prioritizing genuinely useful content, while Google encourages creators to continue focusing on people-first content. Publishers affected by previous updates are closely monitoring this update for potential recovery. The August 2024 core update could significantly impact the industry, particularly benefiting small and independent publishers by boosting their visibility in search results. This is positive news for advertisers targeting niche audiences, as more high-quality, relevant content is expected to surface. Read more about this at: https://lnkd.in/dgG8JJQq

This back-to-school season, marketers are navigating a challenging landscape of limited consumer spending and heightened economic concerns, particularly as the upcoming election adds to financial uncertainty. To capture attention, brands are doubling down on value, with major players like Amazon emphasizing discounts and affordability. At the same time, there's a strong focus on engaging younger generations, as studies show that Gen Z and Gen Alpha significantly influence parental spending. Marketers should prioritize value-driven messaging to resonate with budget-conscious consumers this back-to-school season. Leveraging influencers and inclusive content can effectively engage younger generations, who play a crucial role in shaping parental purchasing decisions. Additionally, brands should focus on building flexible, multichannel strategies to reach consumers across various platforms and focus on building brand loyalty. Read more at: https://lnkd.in/eUkQMt_8

A federal judge has concluded that Google’s practices in the search engine market are anti-competitive. The court found that Google has abused its dominance by manipulating search results and using exclusive deals to stifle competition. This ruling could lead to major changes in how Google operates and could affect its relationships with partners like Apple, which has a deal to make Google the default search engine on iPhones. The decision marks a critical point in ongoing efforts to address big tech's influence and its impact on competition and consumer choice. Social Media platforms, like Meta, could also be more vulnerable to similar lawsuits and rulings. More options of Search Engines and Social Media Platforms could emerge as a result, giving more choices to consumers as well as new avenues of advertising for brands. Read more about this at: https://lnkd.in/gBpNcA5a

OpenAI launched SearchGPT, a prototype search tool limited to 10,000 users, integrating AI models with web information. Future enhancements to the tool will focus on local information and commerce. The launch follows OpenAI's strategy to innovate in search without emulating Google. It's currently in a limited test phase, but you can join a waitlist to try it out. The launch of SearchGPT signifies potential competition for Google’s search engine as it looks to create an easy-to-use, user-friendly search experience. While it’s too early to tell the impact of SearchGPT on user behaviors, or how widely it’s adapted, this news is something marketers will want to keep their eye on in the coming months. Read more about this at: https://lnkd.in/eJVWU_R5

The wait is over. Google announced that they will no longer deprecate third-party cookies, but rather introduce a “new experience in Chrome that lets users make an informed choice across their web browsing, which they’d be able to adjust at any time.” As expected, there is no timeline as Google continues to discuss this pivot with regulators. While advertisers now have more time to prepare, we recommend that brands continue to prepare for future changes - whether that’s testing Google’s existing Privacy Sandbox or exploring other options. One thing remains clear, though: the push for ever-increasing user privacy is here to stay and advertisers need to adapt regardless of how it is rolled out. Read more about this at: https://lnkd.in/evMNDMin

In the first half of 2024, creativity in marketing has shown signs of resurgence as brands shake off budget constraints from the past few years. This revival is marked by a renewed focus on brand building, responding to an overemphasis on performance marketing since the pandemic. As companies consider adopting generative AI—a technology that has led some to reduce their human workforce—marketers are eager to demonstrate their value. This year has already seen innovative campaigns like Pop-Tarts' “The First Edible Mascot,” which set a bold tone for the industry and won accolades at Cannes Lions. Similarly, Lay’s “Groundhog Lay’s” campaign cleverly used ad frequency to create buzz, while CeraVe's Super Bowl ad with Michael Cera highlighted the power of guerrilla influencer marketing. Even purpose-driven campaigns, such as E.l.f. Beauty's “So Many Dicks,” have managed to stand out by addressing corporate diversity. These examples underscore the importance of brand building and creative risk-taking. As Chris Bellinger from PepsiCo. aptly put it, in a saturated market, creating ads that evoke no reaction is not worth the effort. Brands that dare to innovate and engage meaningfully with their audience are those that will thrive in this evolving landscape. Read more about this at: https://lnkd.in/eDcSNPpQ

With Google’s recent partnerships with Reddit, user-generated content on Reddit is now highly favored over branded or sponsored content on Google’s results page. This is especially true for longer-tailed keywords, questions, and AI searches. GPT and Google’s Gemini will also reference Reddit threads directly, effectively dominating the top of a user's search. Managing your Brand's online presence in Google search can be a challenge, for both established and new businesses. Establishing your brand’s online presence on Reddit, by posting high-quality content in relevant subReddits and replying to comments, will allow the search engines to recognize your authority in the topic quickly. Investing resources into Reddit is now a necessary part of a brand’s SEO strategy as its presence at the top of the SERP grows. Read more about this at: https://lnkd.in/gRk4rkFu