Google ads get an AI upgrade

Google Unveils AI Ad Innovations for Search and Performance Max

At Google’s annual Marketing Live event on Tuesday, the company shared a roadmap for how AI will shape advertising across Search and Performance Max. Here are the details:

Search is getting smarter. Last week, Google rolled out "AI Overview," a new feature that displays AI-generated text and images at the top of search results. And on Tuesday, the company announced that it will start testing ads in a sponsored section when relevant to the query:

• These new dynamic ad experiences will use an AI assistant to guide purchase journeys from the SERP.

• Brands will get visual profile carousels at the top of search summarizing their offerings. 

Performance Max gets an AI upgrade. Performance Max has always used AI to decide how to target brands’ ads. But now, Google is adding additional AI offerings:

• Brands can now share creative guidelines (like brand fonts and colors) for Google's AI to build more customized, on-brand assets.

• New image editing tools allow brands to optimize their ads for diverse formats.

Lastly, Google teased a new ad format for retailers: Shopping ads will soon be able to feature short videos with AI-generated summaries (coming in beta later this year).

The big idea: As AI reshapes search and consumer habits, and Google appears to recognize that allowing more creative customization while leveraging prime AI-powered real estate could be a game-changer for performance marketers.  

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Declining Podcast Ad Revenue Could Soon Rebound

Podcast advertising slowed last year, but it's set to rebound in 2024, according to the IAB's latest ad revenue report.

By the numbers:

• Podcast ad revenue grew 26% in 2022 and 72% in 2021.

• But in 2023? Ad revenue hit $1.9B, up 5% year-over-year—the first single-digit revenue increase since at least 2015. 

So…what happened? “A challenging advertising climate that particularly affected mid-tier companies,” said the IAB. Last year, digital ad revenue growth outpaced podcast ad revenue growth—yet another change from 2022, when podcasting beat digital.

• The breakdown: Comedy remained the biggest driver by podcast genre at 17% share of ad revenue, up 3 points from 2022. Sports and news podcasts followed at 13% and 12%, respectively.

Looking ahead: The IAB predicts that podcasting revenue will return to double-digit growth in 2024—a 12% jump that would push the industry past $2B in revenue. 

What do you think: Will podcasting make a comeback, or has it hit its peak? Hit reply and let us know!

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LinkedIn Taps Whalar to Bring Creators to the Platform 

LinkedIn is doubling down on creators with a new partnership that will pair brands with influencer talent for campaigns on the professional platform.

The deal: LinkedIn has named creator agency Whalar Group as an official creator marketing partner. Whalar will…

• Match brands with creators for LinkedIn campaigns 

• Develop custom creator activations using LinkedIn's ad tools

• Educate influencers on effectively using the platform  

"We don't want LinkedIn to become a place for lifestyle content," said Whalar co-CEO Neil Waller. "This is about taking creators on a journey to understand how to show up and share their business insights."

The demand: Creator-driven content and engagement has been growing on LinkedIn. In 2023, public content shared on LinkedIn grew 24% YoY, and the platform anticipates continued growth.

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Today From MarketerHire: Why workplace culture matters

Want to attract top marketing talent? You need to care about culture.

Here’s the deal: Today’s candidates care about a lot more than just compensation packages. They are looking to align on culture and find a comfortable working environment. 

In a recent LinkedIn post, we walk you through:

• What company culture actually is

• Why culture matters to top talent

• Exactly how to revamp your company culture