July 2024 Digital Marketing Highlights
- Google TV’s unified platform makes connected TV advertising more accessible.
- Reddit’s ongoing revamp offers some attractive new marketing opportunities.
- Fresh changes from LinkedIn to raise the value of on-platform brand building.
- Whoops! Google pulling back on AI Overviews in its organic search results.
- Five states to adopt new privacy laws affecting marketing throughout 2024.
Google TV Advertising Drives Changes in Television Spend
Connected TV is more popular than ever, with most of today’s leading television manufacturers only supplying connected TVs. Google is now expanding its reach in connected TV advertising, and marketers are taking notice. Google TV is a unified platform for in-stream advertising across a range of manufacturers.
In a recent survey, 40% of marketers surveyed said they recently shifted ad dollars from regular TV to connected TV spend. With targeted audiences, a simplified ad buying process, and several ad formatting options to choose from, Google TV is on its way to becoming an integrated part of the Google ecosystem.
What does it mean? If you want to invest in branding and brand-building with a targeted audience, CTV may offer exciting new opportunities that complement conversion-focused, landing page driven online advertising.
Reddit Revamp Offers New Opportunities to Marketers
In the midst of a huge spike in traffic brought on in part by elevated visibility in Google results, Reddit is making moves to become more attractive to marketers and advertisers. It will be updating its conversion ads from tiny, easily overlooked text to a larger media placement that offers more flexibility.
Continuing to capitalize on its elevated visibility, Reddit has entered into a $60 million/year deal to license its data for Google AI product development. Reddit is also working with third-party companies to validate data, potentially ensuring accuracy and making it more valuable for potential partners.
What does it mean? Reddit has heard the common complaints of marketers and advertisers. It’s clearly in a reinvention phase. If your business closely aligns with a particular “subreddit,” it may be worth a fresh look.
LinkedIn Introduces Premium Company Pages
Service-based businesses that cater to engaged professionals and high net worth buyers often have a presence on LinkedIn. The platform can be great for relationship-driven B2B marketing. Now, it’s expanding the potential impact of time spent on the platform.
LinkedIn’s new Premium Company Pages could be even more effective as an online brand hub. New features include custom call-to-action buttons, the ability to auto-invite when a visitor engages with your page, and a special section at the top of the page to highlight awards and honors.
What does it mean? LinkedIn is an interesting beast, with use cases that range from real estate to luxury products and beyond. It’s time to visit your LinkedIn company page and get current on the latest options.
Google Pulls Back on AI Overviews in Search
Hot on the heels of the scorching controversy over the accuracy of Google’s AI Overviews, research from BrightEdge shows that the Big G has pulled back on the visibility of AI Overviews. AI Overviews have gone from prominent visibility in 84% of searches to showing up in under 15% of searches.
At the same time, “generative engine optimization” is arising as a watchword within search engine optimization. Generative engine optimization refers to optimizing content for greater visibility, utility, and accuracy within the generative search features that Google and other search engine players are working on.
What does it mean? Generative engine optimization is shaping up to become another ball that effective digital marketing professionals will need to keep in the air. A good marketing agency should be researching it now.
Five States Adopt New Privacy Protections Affecting Digital Data
A diverse collection of states from across the nation, including Florida, Texas, Oregon, Montana, and Colorado, have privacy law provisions coming into force in 2024. They join California among the group of states offering strong and proactive enforcement of consumer privacy that digital marketing will have to adapt to.
At the same time, Colorado is set to begin active enforcement of its Universal Opt-Out Mechanism (UOOM) provisions. Google is making updates to its Restricted Data Processing Tool to accelerate compliance for any digital properties that use Google Analytics and other services that handle user data.
What does it mean? New legislation is one of the only things that can move the needle on big tech platforms’ policy quickly, so expect Google and other platforms to cut down personalized ad inventory and performance reporting features that might clash with these new state laws.
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