INSIGHTS

Digital marketing industry roundup: June 2024

So many updates, so little time. New Google algorithm changes, new Meta AI advertiser features and much more. June was another packed month of big updates, we’ve curated the biggest, most impactful ones for you.

SEO

June 2024 spam update. Google releases another Spam Update since the last update in March of 2024.

TLDR: Google released another spam update and announced it would take a week to roll out. This update targets domains that violate Google’s spam policies and appears to be another effort to combat a new trend of domains pumping out AI-generated content that isn’t edited or highlighting experience, trust, or authority from a human/brand. These spam updates target websites that automatically generate content, buy or sell links to manipulate ranks, have thin & poor-quality content, or trick users with hidden redirects or deceptive techniques. A recent analysis from Search Engine Journal identified that AI spam sites rank for over +200,000 keywords with more than 14,900 keywords ranking in the top 10 positions.
Our POV: Being informed of this recent spam update can help highlight any recent dips in performance. Our clients at NPD should avoid any impact from this update to any main priority landing pages due to our team applying SEO best practices in all campaigns.
Moving forward: During our reporting period, we will review for any impact from this spam update. This may impact less important content with higher crawl depths and thin content that we can look to review and optimize to prioritize for crawlers if search volume exists for the topic.

Source: Search Engine Land

Google drops continuous scroll on desktop. Mobile search to follow in the coming months.

TLDR: Google Search will stop its continuous scroll user experience where Google loads more results as you scroll past the first page. Instead, you will see the classic pagination bar in the footer of the SERP. This is starting with desktop now, with mobile to follow in the coming months. Google said the change will help serve the search results faster on more searches, instead of automatically loading results that users haven’t explicitly requested. Google also noted that it found that loading more results didn’t lead to significantly higher satisfaction with Google Search.
Our POV: Where the effects will be seen the clearest are for URLs that will now be on page 2. A continuous scroll would allow those pages to be seen and then clicked on more than when the pagination bar existed. Clicks and impressions in GSC may shift and we will note this in reports, but in terms of strategy it doesn’t change how we approach SEO, as it is a SERP UX/UI change rather than an algorithm shift.
Moving forward: NPD will continue to monitor client performance post-change and will also note when this change comes to mobile.

Source: Search Engine Roundtable, Search Engine Land

Google dials back AI overviews. Study finds Google is reducing the frequency, but lengthening AI overviews in search results.

TLDR: In contrast to pre-rollout figures, 8% of the examined searches now trigger an AI Overview. This represents a 52% drop compared to January levels. Sensitive areas like healthcare, legal, and news had a low rate of showing AI summaries, less than 1%. AI overviews appear more in relationships, food, and technology niches.
Our POV: The reduction in AI Overviews means organic rankings are less likely to be pushed down so there is a reduced risk of traffic loss. Clients in niches like relationships, food, and technology have AI Overviews show more often than other niches and should be aware of how this will impact traffic.
Moving forward: We will continue to monitor the presence of AI Overviews on the SERP and can assume they will not go away. As such, we recommend continuing to create high value content that could be pulled into an AI Overview as AI snipped become longer.

Source: Search Engine Journal

Google officially moves to mobile-first indexing. Websites not accessible via mobile devices will not be indexed as of July 5, 2024.

TLDR: Mobile accessibility is a requirement for Google to index any website as of July 5, 2024. This does not relate to the extent of how mobile-friendly a website is. But simply, if a website does not load or render on a mobile device, it will not be indexed.
Our POV: Mobile-first indexing began in 2016 and we have known for years that mobile accessibility is necessary for websites to be properly crawled and indexed. Google is now taking the stance to no longer index websites that do not comply. Given the amount of traffic originating from mobile devices, it’s an understandable requirement that only mobile-accessible websites will be indexed.
Moving forward: We can see last time Google crawled your website, along with any issues via Google Search Console. If any crawl issues arise, NPD will alert you. However, unless significant changes are made to the structure or design of a website, this type of issue would not arise.

Source: Search Engine Land

Organic Social

TikTok adds image search for TikTok Shop. TikTok has expanded its test of image search functionality.

TLDR: Users can now tap the camera icon in the search bar of the “Shop” tab in the app, which then enables you to take a photo, or use an image in your camera roll, to find similar products.
Our POV: Image search is not a new concept (Google, Pinterest and Amazon all offer similar features on its platforms) – but TikTok adding this feature helps shift user behaviors around product discovery in the app.
Moving forward: The U.S. market is seeing more shopping interest using TikTok Shop. TikTok users spent an estimated $3.8 billion in the app throughout 2023 – a 15% YoY increase – and continuing to gain traction. We recommend ecommerce brands to take advantage of this feature.

Source: Social Media Today

Link previews are bigger on sponsored posts than organic. All organic posts get the smaller link preview image display.

TLDR: You might have noticed differences in how your organic link posts appear on LinkedIn now. The platform is now making link previews for organic posts smaller and sponsored or boosted link posts bigger.
Our POV: LinkedIn is reducing the size of link previews in organic posts to encourage native posting (via LinkedIn articles and direct updates), while also aiming to increase the use of sponsored updates – because when you pay to promote a post, it’ll get the full-width preview image. Although X took a similar approach last year and saw a positive response, users on LinkedIn are complaining about the new update.
Moving forward: The change effectively penalizes posting approach, by reducing the presence of user updates when they use links, which will ultimately degrade the broader LinkedIn experience.

Source: Social Media Today

Meta AI helps users’ social searches. Meta AI answers now include Google and Bing Search results.

TLDR: You can now enter searches in the search bar in the Facebook, Instagram, WhatsApp and Messenger apps. When Meta AI includes search results, those will appear as a tappable link beneath the answer, as Sources. Tapping on that link will bring you to the web, but keep you within the Meta app.
Our POV: With this new update, Meta new AI assistant, can help brands pop up as recommendations on social searches.
Moving forward: With nearly 40% of Gen Z using TikTok and Instagram for search over Google, we recommend brands create content on the platform that will hook consumers (such as before and after’s or how to’s) to support search results from Meta AI to support consumers throughout the buyer journey.

Source: Tech Crunch

Influencer Marketing

Threads creator incentive program. Move to pay threads creators based on performance signals confidence in platform growth.

TLDR: Meta, the parent company of Threads, is launching a bonus payment initiative for creators on the platform, rewarding engaging content with cash bonuses. This move aims to boost engagement and retention on Threads amidst competition from X.
Our POV: Meta’s decision presents an opportunity for our clients to leverage influencer partnerships on the platform. By collaborating with creators who consistently produce high-performing content, brands can tap into Threads’ growing user base and increase their reach.
Moving forward: As Meta continues to invest in Threads and incentivize content creation, brands should consider integrating Threads into their influencer marketing strategies. By identifying and partnering with creators who resonate with their target audience, brands can capitalize on the platform’s potential for driving meaningful engagement and brand awareness. Additionally, keeping an eye on emerging updates and features within Threads will be crucial for adapting marketing strategies to maximize impact.

Source: Business Insider

Fanvue miss AI influencer pageant. AI models compete in inaugural miss AI pageant, showcasing the future of virtual influence.

TLDR: The Miss AI pageant features AI-generated models competing online, highlighting a new era of digital influencers. Organized by FanVue, the competition promotes AI creativity and innovation, awarding winners with cash prizes and mentorship.
Our POV: The Miss AI pageant underscores the rising importance of AI influencers. These digital personalities offer unique opportunities for brands to engage audiences with innovative content, pushing the boundaries of traditional marketing.
Moving forward: We recommend exploring partnerships with AI influencers to create fresh, tech-savvy content. Integrating AI models into campaigns can position you at the forefront of digital innovation, appealing to modern, tech-conscious audiences.

Source: Tomorrow’s World Today

Digital PR

Cision’s 2024 state of the industry report. In this annual report, Cision asks journalists their opinion on industry trends.

TLDR: For the last fifteen years Cision has conducted an annual survey polling journalists on various subjects within the industry. This year they had over 3,000 contributing journalists worldwide that are both full time and freelance. This survey reveals enlightening information regarding these journalist’s opinions on topics like AI, social media, and their preferred interactions with PR professionals.
Our POV: This annual insight from journalists is invaluable. It breaks down major topics such as what content they are most likely pick up down smaller preferences like what number of follow up emails they prefer.
Moving forward: This data will be used to both inform and update best practices when it comes to interacting and building relationships with journalists.

Source: Cision

Journalist’s biggest struggles of 2024. Cision asks journalists what they see as their biggest industry wide challenges.

TLDR: This data survey is broken down into two main sections. Section one features the challenges and changes that journalists are observing in the field while section two informs how PR professionals can best assist journalists with these challenges. Last year journalists found that a lack of resources was their biggest challenge that they were facing. This is now only the third largest challenge; Journalists are now facing the rapid shift of audience behaviors surrounding media consumption and the fear that their reputation would be damaged by misinformation.
Our POV: By knowing what challenges journalists face, we can develop either date driven content or offer connections to thought leaders that can be utilized as baked in solutions to their problems in our outreach.
Moving forward: Given the fear of spreading misinformation, we focus on providing bylines or though leadership opportunities to take the burden of research off the journalist.

Source: Cision

The content journalists want. Cision ask Journalists what is their preferred content to receive from PR professionals.

TLDR: Journalists prefer detail heavy, research driven content that is brought to them either through press releases or personalized pitches via email. They also disclosed the preferred number of follow ups (one) and that they far prefer hand crafted emails catered to their niche. They are inundated by hundreds of irrelevant pitches a day, so anything irrelevant or obviously written by AI will quickly get deleted or marked as spam.
Our POV: Given their preference for data driven content with the opportunity for exclusive interview opportunities – this informs not only what content we produce, but what exclusive opportunities we can offer to journalists.
Moving forward: Pitches that contain data driven research should also come with opportunities for exclusive quotes from SMEs in addition to any visual assets like photography, graphs, or videos than can be packaged in a media kit.

Source: Cision

Content Marketing

Focus on your audience. Focusing on what your audience wants/needs will help your site succeed.

TLDR: Google’s Search Liaison Danny Sullivan highlights the importance of connecting with your audience through quality content as a means for growing your audience and improving your website’s success. He also notes the importance of determining if your site is resonating with people, which includes looking at email and social metrics, as well as direct visits.
Our POV: Creating quality content with a focus on your target audience’s needs and wants is not new, but it is important. Personas and targeted content strategies are extremely important for ensuring that the content you are putting forth for your readers hits what they’re looking for and convinces them to convert into loyal customers.
Moving forward: The Content team at NPD can help with creating or revising personas for clients who need them, as well as creating content with your target audience or persona in mind.

Source: Search Engine Land

Content mapping. Content mapping is a great way to ensure your content meets your customer needs.

TLDR: Content mapping aligns content with the specific needs of your target audience throughout their buyer’s journey. Content mapping consists of several steps, beginning with determining personas and progressing into creating content that aligns with your buyer’s journey. For example, TOFU (top of funnel) would be informational, MOFU (middle of funnel) would be benefits of your specific offering, and BOFU (bottom of funnel) would be product pages or testimonials.
Our POV: Persona and content mapping ensure we’re targeting the correct audience and addressing their wants, needs, and potential pain points. Content mapping allows us to create content to meet customers wherever they are at in the journey, whether that’s research, consideration or purchase.
Moving forward: Our team offers personas and content mapping to help determine the target audience, as well as various touchpoints to meet your customer on their buyer journey. This can be beneficial for content creation as well as internal knowledge.

Source: Search Engine Journal

Paid Search

Google ads launches AI brand recommendations. Advertisers now have access to “full funnel” optimization choices.

TLDR: Google introduces AI-powered Brand Recommendations in Google Ads, offering tailored optimization tips for awareness and consideration campaigns, enhancing advertisers’ brand marketing strategies.
Our POV: Awareness and consideration tactics apply to campaigns like Video campaigns, and can include recommendations pertaining elements like: bumper ads, ideal video aspect ratios, CPM/CPV bids, audience expansion, contextual targeting, “funnel up” to a brand campaign. This new feature is attempting to connect the dots from video engagement & upper funnel activity, to brand search campaign engagement. We know this type of relationship exists and it’s exciting to see that recommendations will be provided with that type of data in mind.
Moving forward: “Adopting brand recommendations are part of the best practice to maximize the chances of brand campaign success” Google states. These types of recommendations can really help fuel more upper funnel optimizations when direct conversion data is minimal.

Source: Search Engine Land

New search engine opportunity. Brave Search now offers ads on a managed service basis.

TLDR: Ads are sold on a cost-per-click basis with fixed rates negotiated before campaigns launch. Brave claims this service can help brands reach highly qualified audiences that are otherwise hard to reach.
A third of the top search advertisers in the US have tested or moved to Brave Search Ads.
Brave Search Ads are available in the U.S., Canada, the UK, France, and Germany.
Our POV: According to Brave, 89% of customers who started using Brave Search Ads have continued to advertise each month, implying that advertisers are finding value in the users using Brave’s search functionality. Diversifying spend across different engines can allow for improved efficiency KPI’s, especially as Google search becomes more competitive.
Moving forward: Test and learn, just like Yahoo and Microsoft ads, there is a benefit to being an early adopter and expanding budget over different inventory. Advertisers should feel encouraged to test new avenues of advertising as they become available.

Source: Search Engine Land

New automatic import action for Microsoft Ads. Import conversion goals from Google, automatically, to streamline workflows.

TLDR: Microsoft Advertising is rolling out a new feature allowing advertisers to import conversion goals from Google Ads. This aims to streamline workflows, helping marketers manage campaigns more efficiently across both platforms. While this might simplify conversion tracking, it could cause attribution issues due to the different tracking codes used by Google and Microsoft.
Our POV: This update reflects growing competition in the ad tech space, with Microsoft aiming to reduce friction for advertisers using both Google and Microsoft platforms. However, advertisers should carefully consider the implications for their conversion tracking setup.
Moving forward: Rollout has already started with certain customers & conversion goals will be imported by default with each import. We recommend setting up a UET tag with Google Tag Manager to ensure new goals can received conversion events.

Source: Search Engine Land

Paid Social

Meta: 3 new ad options. Early rumors and sneak peaks at Facebook and Instagram specific features.

TLDR: In June, Meta announced a series of updates specifically for Facebook and Instagram. On Instagram, the Meta team is testing unskippable videos ads and overlay ads on user stories. On Facebook, the team is testing paid messages on Messenger.
Our POV: Meta’s recent updates for Facebook and Instagram reflect its commitment to enhancing ad performance and user engagement. Instagram’s unskippable video ads and overlay ads on user stories aim to capture user attention more effectively. Meanwhile, Facebook’s paid messages on Messenger highlight Meta’s focus on leveraging AI to optimize ad delivery and engagement. These updates demonstrate Meta’s strategy to provide more robust tools for advertisers while also enhancing the user experience on its platforms.
Moving forward: On the organic side, Meta is also testing automated creative variations for Reels. Depending on these results, there may be more opportunities to A/B split test video ads that are specifically formatted for a Reels type of experience (vertical). Beyond this, we recommend that advertisers continue monitoring Meta Ads integration with Google Analytics 4, as this may impact tracking and measurement opportunities.

Source: Meta

Linkedin: premium video ads. Continue to build your brand and engage with LinkedIn’s 1 billion professionals.

TLDR: LinkedIn announced a new initiative called The Wire Program “that allows you to promote in-stream video ads alongside trusted publisher content” and provided updates for Accelerate, including “the ability to draft engaging creatives with Microsoft Designer and refine your targeting by allowing you to exclude companies and third-party lists”.
Our POV: According to eMarketer, more than 75% of US adults spend up two hours watching short-form digital video content each day. LinkedIn is making every effort to become more than a static feed and is challenging other social channels for attention via short-form videos.
Moving forward: AI remains a focal point for LinkedIn and all platforms. According to LinkedIn, advertisers using Accelerate have seen impression results: creating campaigns 15% more efficiently and driving a 52% lower cost per action than with Classic campaigns. As LinkedIn’s AI/ML features continue to improve, we expect to gain access to more automated campaign features that significantly streamflow advertisers’ workflows in the native platform.

Source: LinkedIn

Reddit: Convo ads update. Context and conversation are the keys to authentic brand building.

TLDR: Reddit is reintroducing conversational ads with “redesigned creative featuring larger, more premium media, advertisers can appear where users are researching or discussing the topics they care about.”
Our POV: These updates, announced at Cannes, aim to increase advertiser reach and relevance on Reddit’s fastest-growing ad surface, which apparently accounts for 47% of screen views. Enhanced brand safety controls will also be introduced. According to Reddit’s EVP Jim Squires, these changes present a significant opportunity for advertisers to connect with users seeking specific information.
Moving forward: Long-time Reddit advertiser Lenovo has already added conversation ads to their evergreen strategy on Reddit. “Lenovo’s Conversation Ads strategy continues to improve their CPA 30% year over year and has already helped them achieve their early 2024 campaign goals”. Moving forward, we expect other advertisers to test this ad format using a hybrid approach that combines both earned and paid media strategies.

Source: Reddit

Pinterest: New AI ad tools. Leveraging AI to produce creative, improve performance, and measure brand safety.

TLDR: Pinterest is enhancing its advertising with new AI tools. The Pinterest Ad Labs program lets brands test innovative features like personalized backgrounds and interactive collages; the Pinterest Performance+ suite improves campaign efficiency and performance using AI (showing early success); and Pinterest is also boosting brand safety with partners like Integral Ad Science and DoubleVerify, ensuring over 99% of ad impressions are safe.
Our POV: Pinterest’s new AI-driven features, including Pinterest Ad Labs and Performance+, enhance ad creativity and campaign performance. They are sending a clear message to advertisers by emphasizing their willingness to dive into the technical side, with AI updates, as well as showcasing their ability to finalize partnerships related to brand safety.
Moving forward: Moving forward, Pinterest’s commitment to AI innovation and brand safety positions it as a leading platform for effective and secure digital advertising. It is worth noting that Pinterest may become a viable agnostic option for brands outside of ecommerce.

Source: Pinterest

Programmatic

Google TV Advertising Network. Google TV network is now available via Google Ads and DV360 for U.S. campaigns.

TLDR: As connected TV ad spend continues to increase, Google is growing their CTV advertising offerings by launching a free ad-supported TV network called, Google TV networks (GTV). Google TV will offer targeted, in-stream video ads across 125+ channels built into Google TV and Android TV OS devices. Inventory includes live sports, shows and movies. Currently, advertisers can purchase non-skippable and 6-second bumper ads via Google Ads and DV360.
Our POV: With consumers spending more time on CTV devices and YouTube’s TV usage rising in the U.S. (jumping from 6% in March 2022 to nearly 10% in March 2024) it’s no surprise Google is looking to capitalize on CTV’s opportunity. Google has a great opportunity to increase their CTV revenue and already has 20 million monthly active users thanks to Chromecast, Sony, & TCL TV brands to name a few.
Moving Forward: If an advertiser currently buying YouTube and is looking for a way to increase reach, Google TV is a natural fit but be aware, CTV is a non-clickable environment, so it is best for driving awareness.

Source: Search Engine Land

Netflix to launch new ad tech. Netflix will roll out a proprietary ad tech platform by next year.

TLDR: Netflix’s ad-supported subscribers list has increased from 23 million globally in January 2024 to 40 million as of May 2024. With this growth and recent frustrations from advertisers due to lack of targeting and measurement, Netflix plans to launch their own ad tech platform in addition to new partnerships with programmatic platforms (TTD and DV360 via Magnite supply) and measurement vendors (iSpot and TVision).
Our POV: The news that Netflix is improving their targeting and measurement capabilities is music to many digital agencies and advertisers. Advertising on Netflix has been of interest to many clients since the opportunity launched back in 2022, but it’s been challenging for media buyers to recommend the platform due to the limitations and lack of transparency. Partnering with platforms like DV360 and TTD along with adding measurement vendors will likely increase the number of advertisers looking to run on Netflix.
Moving Forward: Even with Netflix’s global growth, their scale is still limited at 40 million ad supported users (YouTube on TV devices has 150 million US viewers). If deciding to test Netflix advertising once their ad tech launches in 2025, keep an eye on your campaign’s reach and frequency and ensure your brand isn’t bombarding the same people to often.

Source: AdExchanger

User Experience

Design with AI. Best-in-class creative tools using next-gen technology.

TLDR: Figma’s ongoing push into AI is focused on going from idea to product as efficiently as possible. Figma’s perspective on the role of AI is unique because their design team builds for other designers. It’s not enough to simply check the AI box, rather to go beyond the hype and anchor its AI toolset within real user needs.
Our POV: Figma’s Visual Search helps designers more easily find assets within their growing project database using a single reference. Search for anything from icons to entire design files with a screenshot, or even a simple sketch with the pencil tool, and Figma will pull in similar designs from team files you have access to
Moving forward: Figma is NPD’s web design software of choice due its user-friendly interface and dev-friendly capabilities, now with AI capabilities to make the early stages of the design process fast and efficient.

Source: Figma

Enhanced presentations. Over 3.5 million presentation decks were created in Figma last year alone.

TLDR: Work has changed drastically over the years, but presentation decks haven’t kept pace. Still, collaborating with non-designers or presenting to those unfamiliar with the tool often required tedious workarounds and hacked-together workflows.
Our POV: As a tradeoff for pixel-level control and advanced prototyping tools, designers have gone without basic slide functionalities like speaker notes and slide transitions. Figma Slides not only addresses those core features, but amplifies design functionality, making it easier for both designers and non-designers to co-create in the same space.
Moving forward: Whether it’s a product review for executives to green-light a new feature, a sales deck convincing a client to say yes, or a pitch deck for funding from a potential investor, Figma Slides enables designers to craft a story that gets people on board.

Source: Figma

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Digital marketing industry roundup: June 2024

SEO

Organic Social

Influencer Marketing

Digital PR

Content Marketing

Paid Search

Paid Social

Programmatic

User Experience

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GLOBAL

COMPANY

RESOURCES

LEGAL

Social

Partners

MINORITY OWNED