• TikTok ads are easier to use than ever, thanks to expanded Smart+ functionality.
• Snapchat is catching up to WhatsApp by launching its new digital ad offerings.
• Altman’s sneaky statements suggest ads will come to ChatGPT eventually.
• Lost traction in Google lately? The “SpamBrain” update might be to blame.

TikTok Ads Have Upgraded, Creating a Superior Advertising Experience

Advertisers on TikTok are seeing up to 54% increases in ad conversions after using a suite of new and improved advertising tools designed to make TikTok advertising easier, faster, and more effective than it has ever been. Among these changes are adjustments to ad workflow, greater automation, and more precise targeting.

Businesses leveraging TikTok Smart+ will also discover fresh opportunities through integration with new Symphony creative tools. These enable advertises to quickly get recommendations for creative based on historical performance data and to automatically optimize video resolution, among other features.

What does it mean? While it’s now easier than ever to jump in and get a sense of what TikTok ads might be able to do for you, it’s still essential to make sure that you consult a digital marketing agency before you deploy a campaign. As on any platform, poorly planned TikTok ads drive costs without adding value.

Following Competitor WhatsApp, Snapchat Rolls Out Native Advertising

Citing a survey claiming about 86% of users are comfortable with advertising in their messaging inbox, Snapchat has taken the plunge and integrated advertising directly into its message feed. This comes hot on the heels of WhatsApp’s successes with a similar system.

Wendy’s is among the big brands already seeing breakout success on Snapchat, recently posting that it achieved 52M impressions in one day and 54% follower growth. Even smaller advertisers may find opportunities that are right for them with this highly engaged user base.

What does it mean? While you can prepare yourself for TikTok ads by expanding your video content portfolio, Snapchat (and WhatsApp) are both more situational. Engaging a marketing agency is a wise move to ensure that these and other chat platforms fit into your business strategy – FOMO can be costly to your budget!

Don’t Look Now, But Ads Are (Probably) Coming To OpenAI, Too

A recent study shows that about one in five Americans now use AI tools at work, up from 16% in 2024. OpenAI CEO Sam Altman – no doubt aware which way the wind is blowing – has begun to adjust his statements on advertising in ways that suggest it will be coming to ChatGPT and other OpenAI products down the road.

Recently, Altman changed his tune, stating, “I believe there probably is some cool ad product we can do,” describing the shift as a possible “net win” and “sort of positive” to OpenAI’s “relationship with the user.” Businesses should keep an eye out for Altman’s further statements and what they could imply.

What does it mean? While ChatGPT is not a marketing solution in and of itself, studies of its output show it has a tendency to surface small and mid-sized brands that might otherwise easily go overlooked by users. With that in mind, it’s a good idea to consider what AI optimization might look like within your digital marketing strategy.

Lost Search Rank Recently? Google’s SpamBrain Update Could Be the Culprit

Back in September, Google started the process of rolling out its new SpamBrain features, aimed at removing spam content from the Google index entirely. In contrast to many past updates, this one was not about re-ranking affected pages and promoting good content, but eliminating the lowest quality content.

Now that the changes are fully rolled out, some smaller brands are waking up to an unpleasant surprise. AI-generated content runs the risk of being labeled spam under Google guidelines, depending on how it’s used. Companies that have had pages de-indexed are now scrambling to right the ship before it’s too late.

What does it mean? Although there are no 100% foolproof ways to detect AI content available to consumers, you can bet that Google is one of the most advanced authorities in the world on the topic. If you discover that Google dinged you over the last few months, a new digital marketing approach can get you back on track.

Ads Are In Vogue, But Be Sure Your Digital Marketing Approach Leverages Your Unique Brand

Advertising is the theme of this month’s update, but there’s more to digital marketing than any one tool. To be sure you’re on the right track in a fast-changing world, it’s prudent to consult with a marketing agency you can trust to give you advice tailored to your goals. Even when digital advertising is right for you, it works best when it’s backed with a diversified, customer-focused branding strategy. Contact us today to find out more or begin with New York Ave.