• New Google search advertising options aim to increase the time users spend in the ad experience.
• More than half of all U.S. holiday season digital purchases will happen on mobile devices in 2024.
• YouTube will be even more compelling after design changes that will start rolling out in November.
• LinkedIn’s live event ads make it easier to micro-target users based on the content they consume.
• Meta gives businesses more options to prevent nuisance comments on ads within its platforms.

Google Offers New Search Advertising Options

Google has rolled out two new options for in-search advertising: expandable search ads that can be made bigger or smaller and in-ad search refinement. In-ad search refinement adds completely new functionality: users can edit their search without ever leaving the ad space itself.

What does it mean? Google’s new advertising options come at a moment when it’s facing pressure. Social media platforms are siphoning off traffic among younger people. At the same time, artificial intelligence is attracting attention for some types of research.

Google’s new search advertising options make ads more interactive and customizable, creating a fresh interface between ads and users. They’re clearly optimized for mobile search, and terrific for savvy business leaders wanting to capture more attention from users on the go.

About 53% of All Holiday Season Buys Will Come from Mobile in 2024

According to new research, mobile will be dominant during this year’s hectic holiday shopping season. More than half of digital holiday season purchases will be executed through mobile devices in 2024. Smartphones will be the most prominent, followed by tablets.

This comes from Adobe Analytics, which also notes that mobile has increased its share of U.S. holiday season sales 13% since 2020, where it represented 40% of Q4 sales. Mobile may reach 66% of digital sales by Q4 2025.

What does it mean? Even though you aren’t an e-commerce business, you should still take action to leverage this emerging trend. Make sure your website is equipped to give mobile users an outstanding experience. Use mobile-responsive architecture and streamline checkout processes to appeal to this year’s holiday shoppers.

YouTube Interface to Undergo Significant Changes for Immersion

YouTube creators and advertisers alike live and die by how long viewers play their videos before shifting their attention or moving on to something else. Videos that see a significant drop-off are penalized by the YouTube algorithm. Those that demonstrate staying power are likely to be shown to more of their target audience.

Starting in November and continuing through 2025, YouTube will be introducing a new interface to increase the all-important “stickiness” businesses rely on to transform their video viewers into enthusiastic customers.

What does it mean? Video marketing is becoming accessible and effective for a wider swath of service-based businesses. Because video is so good for creating a human connection, it can be just the thing when you need to explain what you do in a concise, memorable way – and these changes will make it easier to succeed.

LinkedIn to Offer Live Event Ads

LinkedIn is a small niche for some businesses but represents the majority of social media leads for others. If you are targeting high-net-worth individuals who are motivated to build their careers, LinkedIn could be an ideal fit.

LinkedIn has begun the process of rolling out live event ads, which will allow advertisers to target their ads specifically to viewers who are watching a live event in their feed. We expect this to create all-new ways to focus your advertising offers on precisely what your viewers are likely to be thinking about at the moment.

What does it mean? Without precise advertising, ads fall flat. At the same time, hyper-specific advertising can be difficult for businesses to use effectively. While LinkedIn’s new option is likely to be a slam dunk for several kinds of businesses, a full-service marketing agency is your best partner for making the most of it.

Meta Gives Businesses Greater Control Over User Comments on Facebook and Instagram

If you advertise on Facebook, you’re probably already familiar with the phenomenon of users taking time just to comment something negative on your ads. Now, Meta will provide a handy option to close comments on its in-feed advertising placements before ads launch. You can also block specific individuals from commenting.

What does it mean? Users with bad intentions can turn the comments under your ads into a mess, requiring hands-on moderation. These new features give you an opportunity to sidestep the issue without losing trust.

Want to put all the latest digital marketing trends to work for your business? Contact New York Ave.