Fragmentation comes to search advertising as marketers grapple with shifting search behavior

The way people are looking for things online are changing and moving from search based on keywords on multiple conversational queries, largely for generative AI. And when Google’s dominance was attacked in court (also in court proceedings for its advertising technology), competitors can soon start circling and hopes to capture any prey of falling.

“Everyone wants in that game – [the platforms are] It will only continue to find ways to try this work, ”said the Executive Executive Marketing Performance Agency on the search landscape that spoke of the state of anonymity. “If they are not in it today, you would expect to have this type of advertising unit in the future.”

Last year it was expected that traditional search would accept most of the advertising, more than $ 90 billion, According to EMARKERTER. On the other hand, it was assumed that social society would accept more than $ 86 billion.

Traders are preparing for a decentralized and fragmented landscape of search advertising where dollars will have to be divided into multiple platforms. But there is still time; No more dollars are dollar into AI driven or social search.

Traders say the brands hesitate to spend until there is a guaranteed return on investment (especially when Google is still a monster) and not all new platforms have introduced search advertising units, driven by AI or otherwise.

Tiktok has become his own search giant when users turn to the platform to look for recipes for food, product reviews, and more, like Reddit. Since then, a video application with a short form has built inventory inventory inventory last fall. Especially his future remains unclear Due to the imminent ban of the tiktok. The confusion of AI made a similar step approximately at the same time. Reddit was firmly blind your own possible search advertising offersBut back in December has introduced Reddit answers, a new AI on Reddit, where users can ask questions and receive synthesized answers from other Reddit users. (Reddit refused to comment.)

This does not mean that there is no threat in finding dominance, at least not yet. Last year, the technical giant introduced advertisements in the AI ​​reports and the Google lens as part of its development of ad search. Especially the latest quarterly report on the parent company ALPHABET talks about how much checks Google has in the search space, and in the 3rd quarter of 2024 he pulled $ 49.4 billion.

This year, Google will be determined. As mentioned above, it is likely that the technical giant will pull out the decision to make Google selling its Chrome web browser and drawing a very long kiss for a good night.

Traders pay close attention to changes in ai-head and social searches and are already connecting a revised approach to advertising, Stasia Fulginiti, director of paid search and YouTube in Rain the Growth Agency.

The agency stated that clients are curious and earmarked by an estimate of 25% more expenses for experimental budgets year -on -year. (It did not provide the specific value of the dollar.) Clients have already diversified some expenses to be responsible for new Tiktok search functions, but no dollars have been set aside for confusion, Fulginiti added without providing accurate data or names.

Shifts in the way people seek people could affect the process of buying advertising for search, she said. “Our cost models will also move more of the performance -based price, such as the cost of clicking on a multiple cost of Query,” she said. As with AI of Mastexity, the CPM model is more in line with the brand’s advertising rather than a CPC -based model, which is connected to performance marketing.

While traditional search focuses on CPC for conversion and sale, AI -powered search engines can be based on CPM for brand awareness. An example of this is the offer of AI advertising, where ads appear as sponsored subsequent questions. Ai -powered search engines are sold on CPM ranging from $ 30 to $ 60 As Digiday says.

If Reddit introduces its own ad search platform, traders suspect that they are focusing on conversion rather than brand awareness as users often turn to specific reviews and product information and signal the intention to buy. According to Performance Marketing Agency, which spoke anonymously, Reddit approached the agency and was curious about search advertising budgets. “They are discussing the words of alpha and betas.” They are on the abyss that they want to monetize this function, ”said Exec, who added that it is not clear whether or when Reddit will be ready to run.

According to Phil Lewicki, associated media director of Dagger Agency Agency, he seeks to find out who will win the largest market share in the next iteration of advertising firm to find out who will win the largest market share.

Meanwhile, traders say that brands and advertisers are preparing for shifts by understanding searching based on versus keyword search, investing in owned channels to show ecologically and start experimenting to use new tools when they come to the scene .

“Looks like the market still not settled.” There are still a lot of horses in the race, but no one really gave up there in terms of the share of the voice or the share of daily active users on their platforms, ”Lewicki said.