Google’s AI Overviews have cut external site clicks by 50%, hitting small businesses reliant on organic traffic, per Pew Research. With search impressions no longer translating to visits, experts urge businesses to boost original content, ensure accuracy, and diversify outreach.
The expectation that brands should drive growth doesn’t change when the economy slows and spending turns cautious – at these times it might be useful to explore new usage occasions, giving consumers a new entry point to familiar products.
Creator collaborations are doubling as brands shift ad spend to influencers for better ROI. Despite rising costs, creators remain key partners, with 2025 set to bring new models like revenue-sharing.
Meta’s Twitter/X copycat app continues to grow steadily. According to a post from CEO Mark Zuckerberg, Threads has reached 400 million monthly active users, marking an increase of 50 million people over the past four months.
DoubleVerify research shows agencies spend 26% of their time — about 10 hours a week per employee — on manual campaign optimization, costing over $17,000 per person annually in lost productivity, mostly in North America.
The offer, which doubled after initial negotiations stalled, was reportedly closed after direct intervention from Meta CEO Mark Zuckerberg. It’s a staggering amount, not just for its size, but for what it reveals about where value—and vulnerability—now lies in the AI arms race.
Google’s new tool flags issues in product-level conversion tracking so advertisers can fix errors before they impact performance.
Havas Media Network has launched Brand Insights AI, a tool delivering generative engine optimisation insights by analysing brand perception across six major LLMs, including ChatGPT, Claude, and Gemini, in real time.
Interpublic has launched a “simulation studio†using AI-driven agent-based research to model human responses to scenarios, including ad campaigns, with unprecedented speed and accuracy. Built with AI startup Aaru, the tech gives Interpublic first-mover advantages like input on features, product design, and integration of proprietary Acxiom consumer data.
Multiple pressures on marketers and enhanced capabilities demand a new approach to how marketing services are sold and delivered: a white paper from WPP outlines how it sees the industry developing.