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Digital news to watch: Google is removing four attribution models for advertisers

Welcome back, we hope you had a great Easter weekend! It may be a short week but that doesn’t stop our team from sharing their top marketing stories. In this week’s digital news, Google plan to integrate AI into their search engine, Bombay Sapphire and Elvis director team up on AI art installation, Google is removing four attribution models and social media is leading the pack when it comes to search and shopping.

Google plan to integrate AI into search engine

Google have revealed their plans to integrate a conversational AI into its search engine, responding to competition from Bing and other search engines that are ahead of them with this. The integration of AI into search engines will likely have a big impact on the way users interact with search engines and their results as a whole, so SEOs will be required to shift to this.

Bombay Sapphire teams up with director Baz Luhrmann on AI art event

Gin distiller Bombay Sapphire have teamed up with Elvis and Moulin Rogue director Baz Luhrmann for “Saw This, Made This”, an art installation experience that combines user-generated art and paintings made by an AI-powered robot. This installation will ask consumers to share images of what they “saw” and then “made” into art via social media.

Ai-Da Robot, billed as the world’s first “ultra-realistic artist robot,” will paint live in the Eye to A.I. studio as part of the installation, which will be at London’s Design Museum (April 21-24) before moving to New York’s Chelsea Factory (May 11-13).

Google shifts quality focus to chatbot response rating

Google has prioritised rating chatbot prompt responses above rating the quality of search results, at least for some of its contract workers this year so far. This highlights the amount of resource Google is committing to chat AI developments at the minute, despite the core search engine remaining it’s core money maker. The quality raters are reviewing user prompts along with two possible AI generated responses to feedback on which is best.

Advertisers are still waiting on connected TV promised land…

Connected TV is continuing to gain pace when it comes to marketing spend but is it the marketing platform we all expected? With 49% of brand professionals not planning to spend any budget on connected TV, it sounds like it isn’t going to be an easy sell. As discussed in this article, problems with platform fragmentation, measurement and platform entry are still barriers to success. Suffering from the same problems as standard TV, impressions and eyeballs aren’t as easy to budget towards as the measured conversions of other digital channels. There’s still an uphill battle to get potential customers to look past these issues and something the industry will have to work on to improve.

Move over search engines, it’s all about social media

In a recent report by HubSpot, 82% of businesses believe that consumers will find brands using social media rather than traditional search engines. According to the report, 70% of brands are now selling products directly via social media, and nearly 80% buying advertising on the big four platforms (Facebook, Instagram, YouTube, and TikTok).

Social media isn’t just about buying, 74% of organisations in the survey believe that social media will become consumers’ preferred means of customer service this year. This trend appears to be driven by TikTok and a younger audience. The fastest growing social media channel is expected to be the front runner when it comes to advertising and buying on social media.

Google is removing four attribution models

Advertisers are set to lose 4 attribution models from Google Analytics in May.

  • First click
  • Linear
  • Time decay
  • Position-based

It’s a controversial decision as many users are using these models to make decisions on their budgets and understand channel performance. The rationale behind the removal from GA4 is that there are relatively few users who take advantage of these models with the majority using DDA (data-driven attribution) since it became the default. Either way, this keeps more people locked into the Google ecosystem with other platforms struggling to match DDA data.

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Tom Pickard  - Modo25
Tom Pickard
Tom Pickard  - Modo25
Tom Pickard
Head of Paid Search

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