The 4% | Edition 010

Google Marketing Live Updates

You can find the full session from the link below, like most Google sessions it was a chance for them to test how many times they can say AI. An added trend is now can you say 'privacy' and 'first-party data' in every sentence too.

So shocking that most of the summary highlights from Google themselves are about AI, privacy and first party data importance!

Google Marketing Live 2022 highlights - Think with Google AUNZ

Check out the key takeaways from Google Marketing Live 2022 and catch up on virtual keynotes with on-demand videos on privacy, measurement and automation.

Think with Google

Within those a few cool updates for advertisers:

• First Party Data insights, if you segment your audiences you'll be able to see their % impact on conversions
• Asset Library; upload content one time and be able to access across all ad formats. Be a massive help on Performance Max setups!
• Self-serve conversion lift tests. Great initiative to have always on conversion lift studies to measure the impact of top of funnel activity.
• Ads are coming to YouTube shorts
• Competitor insights on Shopping, see who has better offers in the market without doing the manual research.

Big 5 own 50% of all ad revenues (not just digital)

Big 5 own more than half of global ad market

Five of the world’s largest tech companies owned more than half (53%) of all global ad revenues last year, up from 46% last year.

AxiosSara Fischer

While we often hear of the dominance of Google and Meta in light of digital ad revenues, these graphs plot out the dominance vs all media properties. The article references the US players that once ruled the land; now dwarfed into a 'next 20'.

DTC on the rise

The rate of 'regular' purchase directly from a brand has increased significantly during the pandemic years. An interesting undertone to this is the collapse of the US DTC start-ups using tech-metrics and cashburn to scale consumer based products (Casper, Peleton etc..)

However their push to change consumer behaviour to buy direct as default is likely to remain even with a recession.

Influencer Inflation

It's not just you! Sounds like influencers are feeling the crunch of inflation globally with many hiking their prices to enter this year.

There is another story here on the value equation. Given every media buying agency now can't go a meeting without saying UGC, influencer content for advertising for many brands is becoming their go-to creative agency.

https://www.marketingbrew.com/stories/2022/06/09/influencers-are-charging-more-for-their-services-across-social-media-platforms

LinkedIn Business Manager

Making It Easier for You to Manage Your Accounts, Pages, and People

As The Great Reshuffle lingers on and key decision makers are harder to pin down, we know how tough it can be to juggle the day-to-day realities of your jobs. And it’s only getting harder as you’re tasked to optimize your campaigns to produce the best results.

LinkedInGyanda Sachdeva