Bonded Bitesize – Your Midweek Roundup

Snapchat has released new research comparing the effectiveness of skippable and non-skippable ad formats, offering valuable insights for marketers looking to optimise campaign performance. Based on a study of 4,800 users, the findings show that both ad types can quickly build recall – but non-skippable ads perform slightly better overall. That said, Snap users prefer having the option to skip, and combining both formats leads to stronger brand preference and interest. The platform recommends an integrated approach: branding should appear within the first two seconds, regardless of format. While non-skippables may boost recall, relevance and sentiment remain crucial. 

The report makes for an interesting read, check it out here. 

Google and Microsoft Bing have introduced short video clips within their AI-powered search answers – Google’s AI Overviews and Bing’s Copilot Answers. These video clips, pulled from both YouTube Shorts and TikTok, provide quick, clickable video content directly in the search results, enhancing how users consume information through visual snippets. Bing’s inclusion of Shorts in Copilot Answers was first spotted via user screenshots and hasn’t yet been widely replicated; the move aligns with growing trends to integrate video content into search experiences. This update offers users more dynamic, engaging ways to explore answers beyond text, potentially improving understanding and interaction. Brands and marketers should monitor how video content in AI responses evolves, as it opens new opportunities for visibility and user engagement.

LinkedIn has unveiled new video ad formats – including First Impression Ads and enhanced CTV options – aimed at helping brands boost visibility and engagement. First Impression Ads are a new takeover-style format that ensures your video is the first ad a user sees when they log into LinkedIn, ideal for driving awareness during high-impact campaigns. The platform is also introducing Reserved Ads for other formats like Thought Leader and Document Ads, securing prime ad placement in the feed. LinkedIn’s Connected TV (CTV) offering is expanding too – with Paramount joining NBCUniversal as a premium partner under its “CTV Select” package. With video increasingly driving B2B engagement, these tools give marketers more ways to cut through the noise.

Google is trialling a new AI experience, ‘Portraits’, that lets users interact with digital versions of real-world experts. Launched via Google Labs, the first test features author Kim Scott, whose AI avatar provides coaching on leadership and communication based on her work. Unlike generic AI chatbots, Portraits are built using the creator’s actual content, voice, and guidance – aiming to replicate their advice authentically. Google claims the tool gives users personalised, conversational access to an expert’s knowledge, powered by Gemini AI.

Despite the rising use of AI tools, traditional search engines remain the primary way users navigate the web, according to new Q1 2025 data from Datos and SparkToro. In the U.S., just 0.55% of desktop searches were made through AI tools like ChatGPT, compared to 10.55% through traditional search. The UK and EU show a similar gap. While the volume of searches continues to grow, user behaviour is shifting – organic clicks are down slightly, and zero-click searches are up, now accounting for over a quarter of searches in both regions. More users are also staying within Google’s ecosystem, especially via YouTube, which is now the top search destination. 

Read the full ‘State of Search Q1 2025‘ report.

TikTok has rolled out new ad features to help advertisers target audiences more effectively and strengthen creator partnerships. Highlights include the Market Scope analytics tool, which segments users by buying stages (Awareness, Consideration, Conversion) for sharper targeting. Brand Consideration Ads let marketers reach high-intent mid-funnel audiences based on these insights. TikTok One now offers better creator insights through the Insight Spotlight and a Content Suite for turning user-generated content into ads. The AI-powered Search Center simplifies search ad buying with improved keyword and creative tools. Commerce tools like Symphony and Smart+ are integrated for automated campaign creation, offering greater control and personalised product recommendations.

Learn more about all the new features unveiled at ‘TikTok World’ here.

Google is rolling out video ads across Search, Image Search, and Shopping results in the U.S. and Canada, marking a major shift in how brands can engage early-stage shoppers. Integrated within Performance Max campaigns, these video ads appear in traditionally text- and image-focused areas to boost product discovery and brand consideration. Designed to reach users in the “browsy” phase of the buying journey, the format allows businesses to showcase immersive video content alongside product details, encouraging deeper engagement. While still in testing, this update signals Google’s move to make search results more interactive and video-driven, following similar trends from TikTok, Amazon, and Pinterest. Brands should prepare to optimize video content for search-specific moments as this feature expands.

Channel 4 has introduced The Plug, a new equity-focused networking group aimed at supporting ethnically diverse professionals in the creative, digital media, and television industries. Co-founded by Sigourney Quartey and Andrew Ukiwa, The Plug offers mentoring, networking events, and masterclasses with industry leaders to promote long-term equity. The initiative aligns with Channel 4’s broader Equity by Design strategy and seeks to create a space where diverse talent is not only welcomed but actively empowered to thrive. Channel 4’s leadership emphasises the importance of championing underrepresented voices to enrich content and foster an inclusive industry culture.

Snapchat has expanded its platform with a new watchOS app for Apple Watch, marking its first step into the wearables market. Previously, Apple Watch users could only view Snapchat messages, but the new app allows them to respond using the watch keyboard, Scribble, Dictation, and emojis. While users cannot send or view photos and videos on the watch, the app facilitates quick, convenient messaging – like notifying friends when you arrive somewhere or replying during a commute. This move broadens Snapchat’s reach beyond smartphones, tablets, and the web. Interestingly, this launch contrasts with CEO Evan Spiegel’s earlier skepticism about Snapchat on small screens. Unlike some competitors who have abandoned Apple Watch apps, Snapchat is embracing the device to enhance user connectivity.

Google has launched version 20 of the Google Ads API, bringing several updates to help advertisers streamline campaign management and improve reporting. Notably, users can now apply campaign-level negative keywords to Performance Max campaigns – a long-requested feature that offers greater control over targeting. Demand Gen campaigns also see significant improvements, with more granular ad network segmentation (now broken down by YouTube, Maps, Discover, and Gmail) and new support for platform-comparable conversions. Additionally, allowlisted accounts can benefit from deeper YouTube Select insights, advanced reach forecasting using first-party lists, and enhanced audience analysis features. To access these updates, advertisers will need to upgrade their client libraries and code.