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Digital News to Watch: How ageism is becoming a real problem in digital advertising

Welcome to the latest instalment in our series of weekly roundups, where we bring you the latest exciting developments in the world of digital marketing. This week, we look into how ageism in digital advertising is becoming a problem and much more…

Let’s dive into some of the latest and exciting updates and news from the marketing world…


Influencers avoiding climate content for fear of being branded greenwashers

84% of content creators on YouTube, TikTok and Instagram feel they need to refrain from posting sustainable content, according to research from Unilever. The research, which polled 232 global content creators across YouTube, TikTok and Instagram, found that a majority (84%) felt they needed to hold back on posting sustainable content for one reason or another. It makes for disheartening reading considering the power influencers hold in changing consumers’ green behaviours.


Google Ads enhanced conversions and first-party data

Google Ads enhanced conversions is a feature that allows advertisers to send first-party customer data to Google in a privacy-safe way. This data can then be used to improve the accuracy of conversion tracking and bidding.

Enhanced conversions can be used to track a variety of conversion actions, such as purchases, sign-ups, and app installs. To use enhanced conversions, advertisers need to add a conversion tracking code to their website and then enable the enhanced conversions feature in their Google Ads account.


Calling ‘bullshit’ on ageism in advertising

Only 4% of people in ads are over the age of 60, despite that demographic controlling 25% of consumer spending. But how can we implement more age-inclusive marketing campaigns?

Ageism in advertising is a real problem, and it’s costing businesses money. People over the age of 60 are a powerful consumer demographic, but they’re often underrepresented in advertising. This is a missed opportunity for businesses, as older adults are more likely to have disposable income and are more loyal to brands.


Google September 2023 Helpful Content Update – Changes to The Algorithm

Google have announced their latest update to the Helpful Content System is currently rolling out and expected to take two weeks to complete.

Changes include:

  • Removal of “written by people” from Google’s guidance – seemingly loosening their view on AI versus human content, as long as it is helpful to users.
  • Warning about third party sites – highlighting to site owners that an unrelated subdomain is likely to be included in their sitewide classification and should be blocked from being indexed if they do not wish for this to be the case.
  • Addition of “reviewed by an expert” to Google’s guidance – so site owners can still meat EEAT requirements if they don’t have a qualified expert to write the content, as long as they still make sure and prove it is accurate.
  • Warnings about faking content freshness – changing the dates but not updating page content will not make Google see this as fresh content.

Google also pointed site owners in the direction of their Helpful Content System documentation for tips on what to work on to recover if they see a drop which they think is because of a Helpful Content Update.


Google completely removes How-to rich results

Google has completely removed How-To rich results, from both mobile and desktop, in an effort to simplify search results pages.

There is no need to remove HowTo Schema from your site following this change – the schema is fine to be left in place but will no longer benefit your site by providing enhanced SERP listings anymore.


YouTube Announces AI-Powered Creative Guidance in Google Ads

Google Ads has introduced a new AI-powered feature called creative guidance, which helps advertisers optimize their video ads and video ad campaigns. The feature evaluates ads against specific creative best practices, such as having a prominent brand logo in the first 5 seconds and using a high-quality, human voice-over. Early adopters of AI-powered video ad campaigns have seen an increase in conversions.

In summary, creative guidance in Google Ads is an AI-powered feature that helps advertisers improve the performance of their video ad campaigns by providing suggestions based on specific creative best practices.


If you’re looking for some expert advice on how to keep your digital marketing strategies fresh and follow the trends in a rapidly moving market – get in touch with us. Our team of experts will be more than willing to discuss your requirements and offer their knowledge – just fire over an email to and we’ll get back to you.

Matt Fraser - Modo25
Matt Fraser
Matt Fraser - Modo25
Matt Fraser

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