AI-driven search is blurring the line between organic and paid. Learn how uniting SEO and PPC boosts visibility, intent, and brand authority. For years, SEO and PPC defined two sides of search – one focused on organic authority, the other on paid performance.
How AI is changing search marketing and how the industry can adapt was the topic of a session at Advertising Week.
Make your content easier for generative engines to cite and summarize – without giving up the SEO fundamentals that still drive visibility.
Today, your customers can discover, decide and often convert without visiting your website. Google, TikTok, Instagram, YouTube, Amazon, Reddit and even voice assistants can frequently meet searchers’ needs, leaving all your hard work and effort for naught.
Google has launched AI Mode in Australia, a complete overhaul of the search experience that many publishers fear will lead to the end of the search referrals that drive much of their traffic. AI Mode is touted as “Google’s most powerful AI search experience†by the company.
Ad recall, a common brand lift metric, produces inaccurate results 80% of the time, according to new research from On Device based on more than 2,000 digital campaigns. On Device compared ad recall responses against real, passively measured, ad exposure using its proprietary technology. It found that ad recall consistently misattributes ad views given the high prevalence of both false positives and false negatives.
Media Rating Council members are voting on whether to begin the process of stripping Nielsen’s Big Data + Panel of its accreditation or giving Nielsen more time to address concerns.
Businesses, including container company PODS and automaker Kia, are creating dynamic displays to target specific audiences that are driving up customer visits and sales.
Premium today means delivering scale with precision: finding the right moment when users are leaned-in and receptive, showing up in the right places where attention feels natural rather than forced, and creating the right value exchange through experiences that are seamless, useful, and genuinely worth engaging in.
Influencer marketing is right up there with TV when it comes to ROI, according to a new study of influencer effectiveness presented at the IPA Effectiveness Conference