The trends in ads, programmatic and AI (according to Google)

Our Head of Paid Media, Dale Olorenshaw paid a visit to Google HQ to hear their views on what’s trending and reported back:

Ad copy trends:
The ad copy that’s resonating best with audiences features content themes such as:

1. Value – Something valuable to the user. 
2. Wellbeing – Something that will make the users life better.
3. Conversation Starters – Something that causes the user to think.

This brings us back to the need for a Brand x Performance approach where sales messaging alone simply won’t cut it. You need to build on the foundations of brand personality & presence.

Programmatic trends:

1. Sell-side curation is on the rise – Select bundles of ad inventory based on SERP pool data. This approach yields a 25-40% greater reach and benefits from the quality control of pre-determined placements.
2. AI powered brand safety – More advanced keyword and contextual targeting ensures ad placement in safe spaces (avoiding potential brand misalignment with unsuitable ad spaces).
3. DOOH vs OOH – OOH ad spend has remained static since c. 2013.
   DOOH grew by 15% last year and is predicted to grow by another 15% in 2025.
   Just over 50% of DOOH is now purchased programmatically. 

IAB State of Data Report trends amongst agencies, brands and publishers (529 surveyed): 

1. 70% have yet to fully integrate AI across media planning, activation and analysis.
2. 7/10 say they have managed to create efficiencies within their day to day manual work.
3. Top AI uses:

• Audience segmentation (51%)
• Campaign performance analysis (38%)
• Automated data collection (37%)
• Challenges and reasons for holding back:

Top reasons for AI adoption reticence include:

• Concerns around potential data security risks (62%)
• Complexity of set-up (62%)
• Lack of knowledge (61%)

If you’d benefit from some help with your ad copy, programmatic purchasing or AI insights, please give us a shout, we’d love to help.