Monthly Marketing Update: YouTube Bringing Unskippable Ads To TV

Search Engine Optimization

Google: Understanding News Topic Authority

Google published a blog post to tell us about Topic Authority for news searches: “To better surface relevant, expert, and knowledgeable content in Google Search and News, Google developed a system called topic authority that helps determine which expert sources are helpful to someone’s newsy query in specialized topic areas, such as health, politics, or finance.” Google tells us they are soon going to add to their documentation on Google’s systems and a Topic Authority system. This system has been around for awhile but we suspect Google is taking the opportunity to remind us of the importance of being known for producing original and insightful content within your vertical. We expect this system will be applicable beyond local news sources (and extend to other kinds of topics).

Bard Updates

As of June 1st, Bard can provide more relevant responses by utilizing precise location information. On June 7th, the feature was also updated with improvements in math and data analysis, allowing it to handle computational prompts more effectively. This update also allows Bard users to export Bard-generated tables to Google Sheets for seamless integration. benefiting SEO marketing clients targeting local businesses. These updates can enhance data analysis, streamline workflows, and are beneficial for SEO marketers targeting a local audience. Staying informed and leveraging Bard's capabilities can improve SEO performance and user engagement.

Implementing How-To Schema Markup

Adding how-to schema to articles may help you rank in the SGE. Google is driven to provide searchers with informational intent to gain the best instructional search engine page results (SERPs). Being involved in Google Search Lab’s beta testing for new Search Generative Experience (SGE) is revealing. 

Paid Search

Microsoft Introduces Insights For Universal Event Tracking Tags

Microsoft has introduced new insights for Universal Event Tracking (UET) tags, aimed at improving website traffic and conversions. These insights, automatically enabled for existing UET tags starting on July 3, provide enhanced data collection methods to deliver valuable insights and improve ad targeting precision. The UET Insights feature includes a built-in dashboard showcasing data on website visits, session breakdowns, duration, and more, allowing businesses to optimize their webpages and enhance ad effectiveness. Advertisers can activate UET Insights without coding, and they retain control over the feature, with the option to disable it if needed.

YouTube is Bringing Unskippable 30-second Ads to TV

These commercials will appear in place of the two 15-second unskippable ads but not completely remove them as an option. This addition of longer unskippable ads is due to the increase of viewers using YouTube as a source of TV. This update is interesting not only because a longer ad will show, but because the user has the opportunity to pause the ad, which will give advertisers digital data points. This pausing feature will display a "Dismiss" pop-up that also prompts users to sign up for YouTube Premium for an ad-free experience. This feature will allow us to focus more strongly on longer advertisements and make sure they're as captivating as 15-second ads. 
However, this update has recently been overshadowed by reports that claim 80% of Google’s video placement ads violated the promised standards on third-party sites. Google claims its ads will run on high-quality sites, before the page’s main video content, with the audio on, and that brands will only pay for ads that aren’t skipped. Research done by Adalytics details how Google is failing to live up to these standards, which could be seen as defrauding advertisers. Google disputes the accuracy of this report and has commented that advertisers can opt out of third-party video placements at any time. 

Paid Social

Meta Announces AI-Powered Tools To Streamline Ad Processes 

Meta has announced a range of AI-powered tools aimed at revolutionizing digital advertising. These tools include the AI Sandbox, which offers features such as Text Variation, Background Generation, and Image Outcropping to optimize ad content. The Meta Advantage suite has also been updated with features like converting manual campaigns to Advantage+ shopping campaigns, enriching catalog ads with videos, and enhancing audience targeting. Furthermore, Meta has made significant investments in AI infrastructure to support these advancements, signaling its commitment to transforming digital advertising through AI.

For Influencer Marketing, AI May Not Be Just a New Tool, but a Sea Change

The rise of AI-generated content has sparked debates about its impact on art and photography contests and raised concerns among creatives about being replaced as well as its potential for deception. The rapid advancement of AI will lead to an abundance of online content, but its effects on the value and consumption of social media content remain uncertain. Influencers may play a crucial role in addressing these concerns, becoming thought leaders and editors trusted by their audiences. Brands and agencies should consider long-term partnerships with influencers, fostering shared equity and collaborative product creation to adapt to this changing landscape.