IG & Tiktok Beat Google

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SOCIAL MEDIA

🔍 Instagram, TikTok Outrank Google in Gen Z Local Searches

Instagram and TikTok now lead over Google as Gen Z's top choices for finding local businesses, with preference rates of 67% and 62% respectively, overshadowing Google's 61%. This shift underlines the growing importance of social media for business discovery among younger consumers, challenging Google's dominance even amidst its Gemini AI enhancements in Google Ads.

📲 Threads Rolls Out Swipe-to-Show-Interest UI for In-Feed Posts

Threads introduced a swipe feature allowing users to tailor their feed by swiping right or left, signifying their content preferences. This aims to decouple Threads' algorithm from Instagram's, enhancing personalized content delivery. The update focuses on user adaptability and feedback for continuous improvement, potentially impacting content popularity and algorithmic treatment. Initially, it's available to a limited audience for testing.

🔍 YouTube Experiments with Video Retention Stats and Audience Filters

YouTube is testing a feature allowing creators to dissect viewer engagement in retention charts by subscriber status, viewer frequency, and traffic origin, enhancing content strategy insights. This is part of a series of upgrades including improved earnings display, product tag alerts, and more. YouTube aims to aid creators in optimizing content and tapping into new opportunities, with thumbnail A/B testing on the horizon.

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PERFORMANCE MARKETING

🌐 Google and Disney Launch Ad Placement Collaboration

Google enhances its partnership with Disney's Real-time Ad Exchange (DRAX), enabling Display and Video 360 advertisers to target wider audiences across Disney platforms, including Hulu and Disney+. This collaboration allows for "more actionable bid requests," improved frequency controls, and unified reporting, offering marketers expanded measurement solutions and streamlined access to premium Disney inventory for enhanced campaign reach and engagement.

📺 NBCUniversal Aims to Transform TV into Performance Marketing Platform

NBCUniversal's One24 conference highlighted its move to align TV with digital ad capabilities, introducing OPTA and OPTM for advanced audience targeting and measurement. Emphasizing "TV as performance media," NBCU aims for dynamic, real-time ad optimization. Key partnerships with VideoAmp, EDO, and Kochava enhance measurement across the funnel. This strategic shift supports NBCU's preparation for the Summer Olympics, integrating new ad technologies with major events.

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