Google Rolls Out AI Overviews and Lens for Advertisers
Google is introducing AI Overviews and Lens to enable advertisers to connect more seamlessly with consumers. AI Overviews now showcase relevant ads directly within search results, providing users instant access to solutions or products connected to their search queries. Google Lens will soon present Shopping ads within visual search results. This new feature allows advertisers to connect with users precisely when they are searching for specific products, enhancing consumer experience and boosting the chances of conversions.
Meta
Meta Introduces Facebook Local Tab and Messenger Communities
Meta is currently experimenting with Local and Explore tabs which combines content from Reels, Marketplace, Groups and Events on Facebook to create a more personalised user experience. AI comment summaries simplify the process of locating relevant public group, page and creator posts. They’ve announced Messenger Communities, a fresh way for communities to engage in shared interests. Such features help users find what they are looking for while providing advertisers more opportunities for targeted marketing.
TikTok
TikTok Unveils Performance Advertising Solutions
TikTok has introduced a set of automated Performance Tools, new Measurement Capabilities, and Privacy Technologies. The offerings include:
- Smart+
The Performance Automation Solution, called Smart+ which promises to streamline the performance advertising process through automated targeting, bidding, and creative output, aimed at delivering the most suitable ad to the most appropriate audience for optimised performance. - GMV Max
Another feature is the Commerce and Retail Optimisation Solution, has been designed for the TikTok Shop campaigns. This feature will broaden campaign creation by automating aspects like audience targeting, bidding, and creative selection. Its core function is to boost merchants’ TikTok shop’s gross merchandise value through across a merchant’s organic content, paid ads, and affiliate posts - Conversion Lift Studies
TikTok is also launching Conversion Lift Studies (CLS), which aims to assess business impact beyond the last click. This standard measurement tool seeks to underscore the correlation between ad exposure and consumer behaviour. By doing so, it hopes to shed light on the real impact of advertisers’ investments in TikTok, measuring sales instigated by TikTok ads. - Privacy-enhancing Technologies
To provide advertisers with more insights while ensuring advanced privacy measures, TikTok is integrating Privacy-enhancing Technologies (PETs) for an easier use of their first-party data.
LinkedIn Introduces Performance Optimisation Feature
LinkedIn is beta testing a new feature that enhances the targeting of lead generation campaigns on the platform. By integrating criteria of a “qualified lead” directly from CRM data, marketers can focus their campaigns on high-quality leads, improving ROI and efficiency.
Pinterest Releases AI and Automation Ad Features
Pinterest has launched Performance+ Suite, a new set of AI and automation tools designed to boost lower-funnel ad performance. Features such as Performance+ bidding for Return On Ad Spend (ROAS) and new Promotions aim to maximise an advertiser’s return on investment. The introduction of generative AI backgrounds is to help advertisers create engaging and aesthetically pleasing product ads.
