The landscape of search advertising is evolving rapidly, attributed to the emergence of AI-driven platforms and social media. As traditional search is predicts to draw in over $90 billion in U.S. ad spend, competitors like TikTok are challenging Google's reign, attracting users seeking information reminiscent of traditional search behaviors. Brands are cautious about investing heavily in these new platforms until proven returns are evident. The fragmentation of ad spending across these various platforms signifies a new era where marketers must adapt to varied digital environments and emerging trends in user behavior.
Last year, traditional search was expected to take in the bulk of U.S. ad spend, more than $90 billion, according to eMarketer.
Those platforms are just going to continue to find ways to try to make that work... If they're not in it today, then you would expect them to have that type of ad unit in the future.
Marketers say brands are hesitant to spend until there's guaranteed return on investment, especially while Google is still the behemoth it is.
TikTok has become its own search giant as users turn to the platform to look to food recipes, product reviews and more, similar to Reddit.
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