Research: Consumers like locally-targeted ad messaging
A recent study reveals that 68% of US internet users feel local messaging from national brands makes ads more relevant, and reflects investment in their communities. However, only 26% of marketers prioritize strengthening local advertising. Leveraging localized messaging—like featuring local sports teams or weather-specific content—can boost relevance, especially in retail media and out-of-home ads, creating more personalized and impactful consumer experiences. Read more from eMarketer.
Omnicom agrees to acquire IPG and take the AI fight to Big Tech
Omnicom’s $13 billion acquisition of Interpublic Group underscores the growing role of AI and data analytics in reshaping the advertising industry. This merger reflects a strategic push to enhance capabilities in AI-driven targeting and measurement, as advertisers seek more sophisticated ways to engage audiences. Read more from The Current.
Reddit begins testing AI-powered answers feature to win more search traffic
Reddit is testing an AI-powered “Reddit Answers” feature that uses content from existing posts to provide quick answers to user queries. This innovation could keep users on the platform longer, reducing reliance on external search engines and creating more opportunities for engagement. As Reddit enhances its functionality, there may be increased potential for reaching active, engaged audiences who discover content through search. Read more from CNBC.
Google shares its most-searched topics of 2024
Google’s “Year in Search 2024” report highlights major global trends, including high interest in events like the Copa América and the U.S. presidential election. Entertainment searches were led by Disney’s “Inside Out 2” and Netflix’s “Baby Reindeer,” reflecting strong consumer engagement. Other topics of note included home decor and interior design trends. Read more from Social Media Today.
Amazon breaks streaming records with Thursday Night Football ratings
Amazon Prime Video’s recent “Thursday Night Football” broadcast of the Lions/Packers game set a new NFL streaming record, averaging 17.29 million viewers, surpassing the previous high of 16.22 million viewers for the Week 4 Cowboys-Giants game. The growing success of streaming platforms like Prime Video highlights expanded opportunities for media buyers to reach engaged sports audiences. Read more from Front Office Sports.
