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Digital News to Watch: The Impact of AI on the Future of Storytelling

Welcome to the latest instalment in our series of weekly roundups, where we bring you the latest news, updates, and exciting developments in the world of digital marketing. This week, we look into how Google is shifting from Google Discovery to Demand Gen Campaigns, the current controversy surrounding MFA sites, the impact of AI on the future of storytelling and much more.

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

Move over Google Discovery Ads, get ready for Demand Gen campaigns 

Google is shifting from Google Discovery Ads to Demand Generation (Demand Gen) campaigns. Discovery Ads were designed to increase brand awareness, while Demand Gen campaigns are focused on generating leads and conversions. Demand Gen campaigns use Google’s intent signals and targeting capabilities to reach users who are more likely to be interested in your products or services. This can lead to more effective engagement and a higher likelihood of conversions.

The shift to Demand Gen campaigns reflects the changing advertising landscape, which is increasingly focused on performance-driven strategies. Demand Gen campaigns offer a more targeted approach to reach users with high purchase intent. As a result, advertisers can expect to see improved conversion rates and return on investment (ROI) from these campaigns.

If you are currently running Google Discovery Ads, we recommend that you start planning your transition to Demand Gen campaigns.

Google updates flight search results to help find cheaper fares

Google has updated its flight search results to help users find cheaper fares. The new features include:

  • Price drop alerts: Google will now send you alerts when the price of a flight you’re interested in drops. This way, you can book your flight at the best possible price.
  • Price guarantee badge: Google is also introducing a price guarantee badge. This badge will appear next to flights that are guaranteed not to decrease in price after you book them.
  • Cheapest times to book: Google will now show you the cheapest times to book flights. This information is based on historical pricing data, so you can be confident that you’re getting the best possible deal.

The MFA uproar puts curation of programmatic advertising in the spotlight

The controversy surrounding made-for-advertising (MFA) sites continued this week as Group M announced plans to remove them from its inclusion lists. MFA sites are designed solely to host branded content and ads, raising concerns about editorial integrity and credibility.

This debate has highlighted the importance of proper curation in programmatic advertising. Curation is the process of selecting and organizing content to create a specific experience for users. In the context of programmatic advertising, curation can be used to ensure that ads are placed on relevant and high-quality websites. This helps to maintain user trust and prevent misinformation.

Advertisers are faced with the challenge of balancing customization and authenticity in programmatic advertising. On the one hand, they want to create personalised ad experiences that resonate with users. On the other hand, they need to ensure that their ads are placed on websites that uphold high standards of editorial integrity.

The MFA debate underscores the need for transparency and ethical considerations in selecting platforms for programmatic advertising. Advertisers should work with partners who are committed to providing a positive user experience and a responsible approach to advertising.

Why taking the AI road could ultimately pay off for OOH creative

As agencies and clients navigate the ever-changing landscape of artificial intelligence (AI), it is important to weigh the pros and cons of using AI for marketing. AI has the potential to revolutionize the way we create and deliver marketing campaigns, but it is still a relatively new technology and there are some risks involved.

One of the biggest benefits of AI is that it can help us to create more personalized and relevant marketing messages. AI can analyse vast amounts of data about our customers to understand their interests, demographics, and purchase intent. This information can then be used to create targeted ads that are more likely to be seen and clicked on.

AI can also help us to automate many of the tasks involved in marketing, such as creating and scheduling social media posts, managing ad campaigns, and analysing data. This can free up our time to focus on more creative and strategic tasks.

AI’s impact on the future of storytelling

In today’s digital-first world, where people are constantly bombarded with information, it is more challenging than ever for marketers and creators to capture and retain attention. AI is emerging as a powerful tool that can help to reshape the marketing landscape and transform the way stories are crafted and delivered.

By analysing vast amounts of data, AI can help marketers to understand the interests and needs of their target audiences. This information can then be used to create more personalized and relevant stories that are more likely to capture and hold attention.

AI can also be used to automate many of the tasks involved in storytelling, such as generating creative ideas, writing copy, and editing videos. This can free up time for marketers and creators to focus on more strategic and creative aspects of their work.

The fusion of AI and storytelling is creating a new era of personalised, real-time, and socially driven marketing. AI-powered tools can help brands to connect with their audiences in more meaningful ways, by delivering the right message at the right time and place. 

Google launches August 2023 Core Update

Google has started rolling out its August 2023 core update, which was announced on August 22nd and is expected to take up to two weeks to complete. As with all core updates, Google aims to improve the quality of search results by rewarding websites that provide high-quality, relevant, and helpful content to users.

This update does not target specific websites or pages, but rather, it looks at the overall quality of a website’s content and its overall user experience. Websites that have been working to improve the quality of their content and their user experience are more likely to see positive results from this update.

If you’re looking for some expert advice on how to keep your digital marketing strategies fresh, from PPC and SEO best practice to affiliate marketing – 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.

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