Bonded Bitesize – Your Midweek Roundup

TikTok launches search ads campaign

TikTok has introduced Search Ads Campaigns, allowing advertisers to target users through keyword-based ads in search results, directly challenging Google’s search ad dominance. Brands can optimise for Traffic and Web Conversion objectives, reaching high-intent users. Early adopters like Glossier and Mejuri have seen improved conversions and efficiency. TikTok’s ad formats, including video and image carousels, offer creative control and real-time optimization, competing with Google Ads. With younger users increasingly searching on TikTok, the platform provides advertisers a new way to diversify search ad spending beyond Google.

YouTube expands brand suitability reporting to tackle misinformation

YouTube has expanded its partnership with third-party measurement company Zefr to address the growing threat of misinformation. Zefr will use its AI-powered solution to report on brand safety and suitability, including misinformation, across YouTube’s formats like In-Stream and Shorts. This covers multiple campaign types, such as Video Action and Performance Max. Zefr will apply industry-standard definitions to detect misinformation, which includes misleading content on topics like elections and manipulated or misattributed footage. With rising AI-generated content and upcoming elections, ensuring brand safety around misinformation is critical for advertisers. Zefr’s partnership with YouTube follows similar efforts with TikTok to monitor content around ads.

Read more about the partnership here. 

X releases transparency report to win back advertiser trust

X has released its first Global Transparency Report since Elon Musk’s takeover, revealing a large increase in content violation reports—224 million in early 2024—but minimal enforcement, with only 5.3 million suspensions. This reflects Musk’s relaxed stance on free speech, reducing action on hate speech and misinformation. Despite growing concerns from governments and advertisers, only a fraction of harmful content is addressed. With major elections approaching, X faces pressure to improve moderation, but experts see the report as a PR move with little transparency. Rebuilding trust with advertisers remains a key challenge for the platform.

Reddit AI-powered tools for ad creation

Reddit introduced new Ads Manager features, including an ads inspiration library, AI copywriter, and image auto-cropper, aimed at helping advertisers, especially small businesses, create more effective ads for Reddit’s unique community. The ads inspiration library showcases top-performing ads, the AI copywriter (in beta) generates Reddit-specific ad copy, and the image auto-cropper adjusts images to Reddit’s display ratios. According to the platform, ads using ‘Redditisms’ perform better, with lower costs and increased ad awareness. These tools are part of Reddit’s strategy to simplify ad creation and appeal to small businesses, positioning itself competitively in the social media advertising space.

Google Ads adds video enhancement for performance max

Google Ads is introducing a Video Enhancement feature for Performance Max (PMax) campaigns, aiming to boost video ad performance through automated adjustments. Advertisers are automatically opted into this feature by default. While the feature is designed to optimise video creatives, some advertisers are cautious, expressing concerns about Google’s use of terms like “enhance” and “optimise” and the potential loss of control over campaign outcomes. As Google adds more AI-driven tools, advertisers should closely monitor their campaign performance and adjust settings to retain control over their ad content.

Instagram’s new privacy protections for minors in U.S. could hamper app’s ads business

Instagram has introduced new default restrictions for users under 18, aiming to enhance safety and privacy amidst growing pressure from lawmakers and parents. Changes include making teen accounts private by default, limiting night-time notifications, and increasing parental oversight. While these updates may address concerns about child safety, they could negatively affect Instagram’s ad revenue by reducing teen engagement and limiting targeted advertising. Experts are divided: some see the changes as necessary, while others view them as a PR move to avoid legal penalties. Instagram acknowledges the potential revenue impact but hopes the changes will maintain trust and regulatory approval. The long-term effects on ad spend remain unclear.

ITV launches AI-generated ad service to make TV advertising more ‘accessible’ for SMEs

ITV is launching two AI-generated TV ads for small businesses as part of its initiative to make TV advertising more accessible for SMEs. The ads, created for Sheepbridge Interiors and Travel House, mark the first time both companies have advertised on TV. Using AI tools for image and video creation alongside ITV’s professional production team, these ads offer high-quality content at a reduced cost, addressing the traditional barrier of high production expenses. This service aims to democratise TV advertising for small businesses, with the potential to drive significant growth.

Google begins recognising Content Creators within EEAT

Google is increasingly recognising content creators as authoritative figures within specific fields, as seen in Knowledge Panel subtitles like ‘Content Creator (Travel)’ or ‘Content Creator (Medicine)’. This development highlights the importance of Expertise, Authoritativeness, Trustworthiness, and Experience (E-E-A-T) in SEO, emphasising the need for SEO professionals to optimise content creators’ online presence alongside traditional SEO efforts. Google connects person entities with their content, giving them more visibility in search results and AI-driven systems. To stay competitive, SEO experts should build strong relationships between content creators and reference pages, establish credibility, and expand the creator’s digital footprint.

Snapchat influencers are more likely to drive purchase results, report finds

Snapchat continues to be a powerful platform for shopping discovery, as highlighted in a new eMarketer report. The survey revealed that 85.6% of Snapchat users made purchases after seeing influencer content, outperforming TikTok, X, and Instagram. Surprisingly, YouTube ranked lower despite the influence of creators like MrBeast and Logan Paul. The report noted that Snapchat’s intimate environment fosters trust, making it effective for connecting consumers with influencers. Additionally, 82% of Gen Z shoppers reported buying products based on creator content, compared to just 18.8% of baby boomers. Facebook had the lowest rate of creator-driven purchases, emphasising Snapchat’s unique role in influencing shopping behaviour. Brands targeting younger audiences may benefit from partnering with Snapchat influencers to enhance their campaign effectiveness.

ITV launches ITV kerching

ITV has launched ITV Kerching, a free browser extension that helps online shoppers find and apply discount codes effortlessly across various retailers. Research shows 87% of ITVX viewers shop online monthly, with 79% using discount codes; ITV Kerching addresses barriers to code usage, particularly the difficulty of finding them. The initiative will be promoted through ITV’s channels, with ITV investing up to £8.5 million in Kindred, the tech company powering ITV Kerching. This partnership aims to enhance consumer savings and create revenue opportunities for advertisers.

Find out more about ITV Kerching here.