🚀 The Revival of Contextual Advertising, Google's AI Search Engine and the Olympic Games' Marketing Strategy
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As the summer heat persists across many areas of the world, we're here to help you cool down with the latest marketing news and insights. From the comeback of contextual advertising to NBCU's expanded use of sponsored content in the 2024 Olympic Games, exciting things are on the horizon.
Let’s jump into it!
3 Can’t-Miss Digital Updates
Social Media and Advertising
Why is Contextual Advertising on the Rise?
What’s happening: Contextual advertising is gaining traction due to the loss of third-party cookies and other identifiers, privacy regulations and the growing reliance on first-party data in alternative channels. It’s now a critical tool within a marketer's toolbox and is one of the leading post-cookie solutions available today.
Why it matters: Contextual advertising is not just a temporary trend but a strategic response to ongoing shifts in digital advertising. As a highly effective post-cookie alternative, contextual advertising leverages the content and context of the webpage where an ad appears, guaranteeing that the ads are relevant to the user. This ultimately leads to better engagement and conversion rates, while respecting user privacy and delivering targeted ads. It is a crucial strategy for industry professionals to both understand and use in campaigns to help drive stronger performance.
Google is Redesigning Its Search Engine - and It’s AI All the Way Down
What’s happening: Google is transforming its search engine with a major AI upgrade, using a new specialized Gemini model to streamline searching. "AI Overviews," previously known as the Search Generative Experience (SGE), has been rolled out to users in the United States and will be introduced to global users throughout the year. It's an important update that illustrates how AI will reshape the way we search, and also signals only the beginning of what's in store.
Why it matters: Using AI to bring users more personalized and relevant search results is a big leap in search technology, representing a pivotal moment for SEO and digital marketing strategies. Not only does Google believe that it's creating a better and richer search experience, it hopes that this more personalized search experience will drive even more questions from users - which means more time on the platform and more money for Google. For businesses and marketers, staying on top of Google's search algorithm updates is key as they could reshape how to approach SEO tactics, create content and market online to stand out more in search results. Search marketing may now become even more important for brands to activate across to increase awareness, protect their brand and bring more prospects into the marketing funnel.
How NBCU is Setting Up ‘Blue Chip’ Advertisers and AI for Olympics Gold
What’s happening: NBCU is stepping up its game for the 2024 Olympics by integrating branded content and AI technology to enhance advertising. It's rolling out advanced targeting and personalized content options for advertisers to boost engagement across their platforms. According to Mark Marshall, NBCU’s Chairman of Global Advertising and Partnerships, “With digital and programmatic ads, more advertisers who couldn’t participate before can now join in. We’re expecting a record number of advertisers at this year’s Games.”
Why it matters: NBCU’s approach creates new opportunities for advertisers, even those with smaller budgets, to participate in major events like the Olympics with digital and programmatic ad placements. NBCU’s personalized content and advanced targeting also give advertisers new and fresh ways to connect with audiences. These innovative strategies are making revered events like the Olympics more accessible and are empowering businesses to connect with audiences through sponsored content and personalized digital and programmatic ad campaigns.
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