Google & Meta

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Welcome to today’s edition of Marketing Scroll, bringing you the latest marketing & retail stories in 60-word value bombs.

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🔍 Google Targets Meta with AI-Powered Video Ads

Google's new AI-powered "Demand Gen Campaigns" targets ads on YouTube, challenging traditional platforms like Facebook and Instagram. It crafts 15-second videos and mobile-optimized image carousels, utilizing "lookalike" audience targeting and performance-based refinements. With brands seeing improved CTR, this move replaces Google's Discovery ads, intensifying the competition with Meta.

📣 Meta Unveils New Ad Features for Reels

As the Holiday season nears, Meta updates Reels ads, unveiling Collections Ads, Multi-Destination Reels Carousel Ads, and a "Swipe Left" feature. The Advantage+ tools offer advertisers auto-generated templates and an iOS music tool. In collaboration with Zefr, Meta is ensuring third-party brand suitability verification, so ads aren't adjacent to unsuitable content.

🔗 Google Adds Social Media Links to Business Listings

Google now allows most businesses to add social media links per platform to their Google Business profiles for enhanced visibility on Search and Maps. Supported platforms include Facebook, Instagram, LinkedIn, Pinterest, TikTok, X (previously Twitter), and YouTube. To update, access "Edit profile" and add links under the "Contact" section, enhancing traffic and offering users preferred connection options.

📱 TikTok integrates with Adobe AI, CapCut, Twitch for direct posting

TikTok's "Direct Post" facilitates direct uploads from editing apps like Adobe’s AI-powered Premiere Pro and Express, Twitch, and CapCut. It enhances video posting by allowing in-app captioning, audience settings, and scheduling. Adobe, with its new AI tools, is a central collaborator. Users must authenticate, and apps undergo vetting before API access. The feature will soon support photos.

🛍️ Authentic Brands Group introduces text-based shopping for main labels

Authentic Brands Group (ABG) and SPARC are leveraging Attentive technology to offer SMS-based shopping experiences for brands like Brooks Brothers, achieving a 152x ROI. These personalized SMS programs provide exclusive offers and real-time chats. The initiative aims to enhance e-commerce and brand loyalty. ABG, owning 40+ global brands, generates $29 billion in retail sales annually.

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