Bonded Bitesize – Your Midweek Roundup

Google Ads is testing 30-second non-skippable ads in standard YouTube campaigns, a format previously exclusive to premium reservation buys. Currently in beta, these longer ads appear alongside 15-second non-skippable and 6-second bumper ads, giving advertisers more options to fully engage viewers. Advertisers can target audiences using keywords, demographics, and more, just like with existing in-stream formats. This update provides greater control over message delivery and access to high-impact ad inventory without the need for costly reservation deals. While some viewers may find the longer ads less convenient, advertisers see the potential for increased impact and reach.

TikTok has teamed up with sustainability platform Scope3 to help advertisers measure the carbon emissions of their campaigns. Using Scope3’s open-source emissions model – which aligns with the Ad Net Zero Global Media Sustainability Framework – brands can now access data on the environmental impact of their campaigns across ad selection, media delivery, and creative assets. The initiative is part of TikTok’s wider drive towards carbon neutrality by 2030 and aims to support advertisers in making more sustainable, low-impact choices. TikTok is also investing in carbon removal efforts and promoting environmental voices on its platform to further push eco-conscious action.

Google has launched Audio Overviews in its Search Labs, allowing US users to generate AI-powered audio summaries of search results. Using its Gemini AI models, the feature offers spoken rundowns of SERPs to help users quickly grasp unfamiliar topics. Audio plays directly in the search interface and includes clickable links to original sources. While designed to enhance accessibility and discovery, some publishers may be concerned about potential drops in traffic. Currently, the experiment is only available in English for US-based users via Search Labs, with Google actively collecting user feedback to guide future development.

Meta has now made its Opportunity Score tool available to all advertisers in Ads Manager, offering a streamlined way to optimise campaign setup. The score – rated from 0 to 100 – reflects how many of Meta’s AI-driven recommendations you implement, highlighting potential improvements in structure, formatting, or policy compliance. While the score is based on setup best practices rather than live performance, Meta reports that advertisers who applied its recommendations saw a 12% median drop in cost per result. The update coincides with a broader rollout of Advantage+ campaign tools, allowing advertisers to integrate AI-led optimisation from the start. While these suggestions aren’t foolproof, they provide useful prompts for refining ad performance.

Microsoft Advertising has rolled out major updates including a redesigned Reporting homepage with a new Custom Report Builder for faster, more flexible analytics. Performance Max campaigns now compete fairly with Standard Shopping campaigns using Ad Rank, delivering 39% higher conversion rates. New features include script support, automated rules, and enhanced conversion diagnostics. Importing ads from Google and Meta is streamlined, with native creative support and upcoming smart issue detection. Plus, Shopify merchants in key markets can now manage Microsoft Ads directly through their store, syncing product catalogs and launching Performance Max campaigns seamlessly. These changes boost advertiser control, efficiency, cross-platform scaling, and campaign optimisation.

ITV has introduced a new ‘Outcomes Planner’ designed to help SMEs predict the short-term impact of their TV ad spend. Unveiled at ITV’s annual Showcase, the tool uses data from 750+ studies to offer realistic forecasts on outcomes like web traffic, based on budget, brand size, campaign length and seasonality. It’s free and built to be simple, encouraging even first-time TV advertisers to get involved. ITV is also rolling out interactive Lead Gen Ads on ITVX, allowing viewers to instantly share details via their remote, and YouTube Affinities, letting brands target audiences watching ITV content on YouTube using Google data.

Snapchat has released its latest Snapchat Generation report, offering insights into how its 900 million monthly users – largely Gen Z and Millennials – engage with the platform, and what that means for brands. The report highlights a preference for unpolished, lo-fi content and in-the-moment interactions, with features like voice notes and AR filters enhancing user connection. Authenticity, spontaneity and self-expression are key drivers of engagement on the app, making traditional polished ad formats less effective. The report also details how top creators succeed by posting frequently and showing up as relatable individuals. Snapchat includes practical tips throughout the guide to help brands align their content strategy, creative approach, and influencer partnerships with what actually works on the platform.

Read the full report here. 

Pinterest has announced a new partnership with influencer shopping platform LTK (Like to Know), enabling top-performing image posts from LTK to be automatically shared on Pinterest. These posts will include links to the influencer’s profile and tagged products, helping creators tap into Pinterest’s 570 million-strong user base and drive more affiliate earnings. LTK, known for its tutorial-led and local fashion content, reaches over 40 million monthly users and connects shoppers to over a million brands. The move strengthens Pinterest’s position as a product discovery platform and adds to its growing list of commerce integrations, including Shopify and Amazon, as it continues to evolve beyond its social media roots into a full-fledged shopping destination.

X (formerly Twitter) is spotlighting back-to-school as a key seasonal opportunity for marketers, sharing new data on platform engagement trends around the annual event. According to X’s marketing guide, posting activity rises in the weeks leading up to the start of term, with users actively engaging in school-related conversations that influence their shopping behaviour. The guide also includes an engagement timeline, usage stats, and advice on how to use X’s ad formats and Amplify program to boost campaign performance. While X may not be the obvious first stop for school-focused campaigns, the platform’s data highlights potential touchpoints for marketers looking to reach audiences during this peak shopping moment.

View X’s ‘Own the Back to School Season’ infographic here. 

Samsung Ads is bringing GameBreaks to the UK, an interactive ad format first launched in the US and Canada. Available on Samsung smart TVs, GameBreaks appear in the first slot of premium ad breaks and invite viewers to play remote-controlled games – starting with The Six, a six-question trivia quiz followed by an ad. Brands can co-brand and customise the games with relevant themes or questions (e.g. geography for travel brands). If viewers don’t interact, the game autoplays. Samsung claims GameBreaks boost unaided brand recall by 53% – making ads more engaging, interactive, and memorable.