Digital Marketing Insider (144): 4-15-24

Happy 4/15! We’re not going to let the IRS spoil our fun today.

So, instead of dwelling on tax code conundrums - we’re going to walk through 3 (really, super duper) bold predictions for 2025+

Just do us a favor, bookmark this and check it in a year 😉 

1.) Search subscriptions

Move over Netflix, here comes Google & Bing. Google has already started circulating the idea of charging for their new AI search results, SGE, as part of a subscription.

It stands to reason they might also consider charging a monthly fee to remove ads (like Disney, Netflix, etc. do now). It may even bundle into YouTube Premium and Google One storage into some kind of Google Premium subscription.

The impact?!

• MRR for Google

• Less ad space, and higher CPC/CPMs since inventory will drop (assuming people actually sign up)

• Higher emphasis on SEO to fully capture the attention of both the paid and non-paid audiences

2.) Creative, Targeting, Optimization

Ad platforms will significantly reduce remove the ability to apply manual targeting.

Similar to PMAX now, platforms like Google, Meta, and others will accept many variations of creative (static, video, UGC, text, etc.), and ask for a very specific optimization event.

The ‘who do we show these ads to’ part?

Outside of some super basics like “geography/language” - there will be no other levers to pull.

Platforms will use 100% algorithmic targeting to match your ads to your users.

3.) OOH/Traditional mediums make a strong comeback

(at least among younger generations)

It’s common knowledge now, that we spend too much time on our phones, TVs and devices.

As the mental health effects of that become more prevalent, and awareness in the benefits of avoiding such behavior begins to climb (think, when people learned cigarettes were actually - not so great for you), usage will drop.

Probably for younger generations first (as it did with smoking).

When that happens, marketers aiming to target that demo will have to go old school (er, what is old is new again).

Print, billboards, OOH, mail, [new category I don’t know of yet] to do what is currently done with display, preroll, etc.

See?! Wasn’t that fun?

*sets timer for 4/15/25 to see how right we are - talk to you then (and also on Wednesday)

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