Video is now core to B2B marketing. This report shows how trust-building through creators, as well as increased AI use, are supporting video’s rise—and how to link performance to pipeline despite rising costs and resource gaps.

Last week’s announcements by Google to expand its AI search experiences came with big changes for advertisers. Google will offer more ads in AI Overviews and is also testing ads in its fully chat-based AI Mode.

More than a quarter (26%) of marketers worldwide use YouTube for influencer marketing strategies, according to a September 2024 report by the Influencer Marketing Hub. Another 25% uses the platform for organic content marketing.

Generative AI search engine Perplexity said it will launch ads in Q4, but the platform will need to win over advertisers and convince them their search ad spend will go further than it does on Google.

Reddit was the fifth highest-visibility domain in Google’s organic search results in July 2024, up from No. 68 in July 2023, according to Sistrix. And since going public in March 2024, the company has introduced new ad products and search improvements.

Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.

Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.

On today's podcast episode, we discuss the takeaway from Snap cutting staff, what to make of its current user total, and whether Snapchat+ can prove that there's a market for paid social features. Tune in to the discussion with our director of Briefings Jeremy Goldman and analyst Minda Smiley.

The best ad practices for Facebook, Snapchat, or even Instagram Reels won’t convert to TikTok, which has its own ad creation tools, bidding process, and attribution metrics. We’ve analyzed TikTok’s new Web Auction Best Practices Guide and pulled out the most important advice for advertisers.

Whether you’re an established brand like Wendy’s or a young D2C building an audience, understanding the right mix between organic and paid social is key, especially as the line between the two blurs. “I think paid is planned paid, and organic has opportunistic pay that could go along with it,” said Jimmy Bennett, vice president and global head of brand engagements and partnerships at Wendy’s.

In a video- and image-centric world, SEO is still the key to allocating marketing budgets, and Google has already done much of the research for you. “Every time Google shows a search result, they are displaying billions of dollars in R&D to understand the customer,” said Wil Reynolds, VP of Innovation at Seer Interactive, speaking at the Paid Search Association annual conference. “Billions that I don't have.”

US consumers spent $2.17 billion on social media apps in 2022, nearly half a billion more than the year before, according to data.ai. Worldwide, social app spend hit $7.28 billion last year, up from $6.32 billion in 2021.

Though the ad industry has had a notoriously difficult year, search advertising is well positioned to grow in the years to come. On the consumer side, however, search behaviors are shifting, which could spell danger for those who don’t innovate.

In Q2 2016, Spotify was primarily an ad-supported platform among 25- to 54-year-olds in the US.

The neobank’s addition of several new features to its paid accounts could help it attract and retain premium customers.

Mobile apps are eating the world, and marketers need to get on board. This report provides an overview of paid and organic app user acquisition strategies, as well as some problems related to attribution and ad fraud.