Digital Digest

Marketing Intelligence Weekly

Weekly updates on the digital marketing news you need to know, including data reform, AI, cookie deprecation and platform updates.

Email open rates continue to climb
Cookies Marketing by numbers

Email open rates continue to climb

  • Email open rates have climbed significantly since 2020 according to Emarketer’s Industry KPIs data provided by Klaviyo.
  • Email open rates have hovered around 40% for all tracked advertising sectors in Q4 2023.
  • Our take: Email marketing is a valuable tool that advertisers across sectors should harness to strike stronger connections with consumers and make up for upcoming signal loss.
  • Read more. Or contact us for a full report.
Apple introduces Apple Intelligence AI
AI in digital Data privacy

Apple introduces Apple Intelligence AI

  • Apple has introduced Apple Intelligence “the personal intelligence system that puts powerful generative models at the core of iPhone, iPad, and Mac”.
  • Apple Intelligence is integrated into iOS 18, iPadOS 18, and macOS Sequoia.
  • Apple is setting a new standard for privacy in AI with Private Cloud Compute.
  • Tim Cook, Apple’s CEO said: “Our unique approach combines generative AI with a user’s personal context to deliver truly helpful intelligence. And it can access that information in a completely private and secure way to help users do the things that matter most to them. This is AI as only Apple can deliver it, and we can’t wait for users to experience what it can do.”
  • Read more.
Google Search Console adds merchant listings to images report
Platforms

Google Search Console adds merchant listings to images report

  • The Google Search Console performance report has added merchant listings to the images report.
  • You can now see how well your merchant listings perform in the images tab in Google Search.
  • Read more.
Google enables new markup for return policies
Platforms

Google enables new markup for return policies

  • Google has added markup at an organisational level for your return policies.
  • This means you can now simply add markup for your return policies across your entire product suite, rather than having to input markup for each individual product.
  • Adding an organisation-level return policy can help reduce the size of your Product structured data markup and make it easier to manage your return policy markup in one place.
  • Read more.
Native integration between Meta and GA4
Data privacy Platforms

Native integration between Meta and GA4

  • A new native integration between Meta and Google Analytics 4 is in beta for select accounts.
  • This integration with Meta streamlines data management and improves performance analysis of ads inside GA4.
  • Users can connect their GA4 accounts to Meta within minutes, bypassing traditional UTMs integration processes.
  • Advertisers can define which traffic sources Meta can access, ensuring robust data governance.
  • Read more.
New video ads and AI enhancements in LinkedIn
AI in digital Platforms

New video ads and AI enhancements in LinkedIn

  • LinkedIn’s new Wire program enables in-stream video ads alongside publisher content.
  • Advertisers can run self-serve in-stream ads ahead of publisher videos in LinkedIn's feed, which measures 99% brand safe, according to the company’s analysis.
  • LinkedIn is also expanding Accelerate, enabling advertisers to draft ad creative with Microsoft Designer AI.
  • Calendly found Accelerate to deliver 3x greater lead conversions than typical campaigns.
  • Read more.
Two-thirds of US searches on social before purchasing
AI in digital Marketing by numbers Platforms

Two-thirds of US searches on social before purchasing

  • A Social Search Trends 2024 report by eMarketer has found that two-thirds of US social media users search on social platforms before making a purchase online.
  • The report found younger generations have embraced social searching, with advertisers finding in some cases TikTok content outperforming traditional search.
  • The report unspurprisingly found that combining paid and organic tactics is the best approach to maximise discoverability.
  • The report also said that AI chatbots are the next frontier. “Meta AI’s prominent position across Meta’s platforms will galvanize consumer adoption of the tech, further entrenching social search and, eventually, providing another surface for ads.”
  • Read more. Or contact us for more information.
Brave launches search ads
Platforms

Brave launches search ads

  • Brave, the independent search browser, has launched search ads.
  • Eligible brands in the US, Canada, UK, France and Germany can now run CPC-based ad campaigns across Brave Search.
  • Brands can get up to 14 days of complimentary advertising.
  • Read more.
AI Overviews drop in visibility
AI in digital Platforms

AI Overviews drop in visibility

  • After receiving heavy criticism since their mid-May public launch, AI Overviews in Google Search have dropped in visibility across search results.
  • Since I/O, the average percentage of queries where AI Overviews appear has dropped from 27 percent to just 11 percent.
  • Despite the reduction, healthcare-related queries are a large percentage of AI results, raising concerns about both accuracy and reliability across Google.
  • Read more.
Online ad expenditure increased 9.3%
Marketing by numbers

Online ad expenditure increased 9.3%

  • The IAB Australia Online Advertising Expenditure Report has found that online advertising expenditure has increased 9.3% YoY.
  • Total ad spend for the quarter (ended March) reached $3.746bn.
  • Compared to the previous year, Search and directories grew 9.3%, while General display advertising grew 14.8%.
  • Travel and Finance remained in the top five general display industry categories despite decreasing share YoY.
  • Read more. Or contact us for more information.
APAC divided on AI
AI in digital Marketing by numbers

APAC divided on AI

  • According to In Marketing We Trust client, Ipsos, the APAC is divided on whether to be excited or nervous about AI.
  • The global report, interviewed people across 32 countries, including in APAC, found that 62% of people in Asia were excited about using AI.
  • The greatest interest was in China, followed by Indonesia, Thailand and South Korea.
  • On the opposite end, 64% of Australian’s said they were nervous about AI, with just 39% saying they were excited about the technology.
  • Read more.
Google confirms leaked documents are authentic
Platforms

Google confirms leaked documents are authentic

  • Google has acknowledged that the recently leaked documents revealing data it collects and potentially uses in search ranking algorithms are authentic.
  • Google has cautioned jumping to conclusions based on the leaked documents alone.
  • Takeaways:
  • Domain Authority -The documentation reveals a feature called "siteAuthority," indicating Google does measure sitewide authority.
  • Clicks for Rankings - Contrary to Google's public denials, systems like NavBoost use click data to influence rankings.
  • Documentation mentions a "hostAge" attribute used to sandbox new sites, contradicting Google's denial of a sandbox.
  • Despite denials, the documentation shows that Chrome data is used in ranking algorithms.
  • Google's ranking system is a series of microservices rather than a single algorithm. - Key systems include Trawler (crawling), Alexandria (indexing), Mustang (ranking), and SuperRoot (query processing).
  • These are re-ranking functions that adjust SERPs before they are presented to users. - Like, NavBoost, QualityBoost, and RealTimeBoost.
  • Panda uses a scoring modifier based on user behaviour and external links, applied at many levels (domain, subdomain, subdirectory).
  • Google explicitly stores author information, indicating the importance of authorship in rankings.
  • Various demotions are applied, including anchor mismatch, SERP dissatisfaction, and exact match domains.
  • Links remain important, with metrics like sourceType indicating the value of links based on where a page is indexed.
  • Google measures the originality of short content and counts tokens, reinforcing the importance of placing key content early.
  • The author speculates whether the Helpful Content Update relates to Baby Panda and what NSR (Neural Semantic Retrieval) might mean.
  • The author advises creating great content, promoting it well, and continuing to experiment and test SEO strategies.
  • Dates are important - should be consistent across structured data, page titles, XML sitemaps. Conflicting dates will likely impact performance.
  • Video sites are treated differently - If more than 50% of pages on the site have video on them, the site is considered video-focused.
  • YMYL is specifically scored.
  • Google has a specific flag that indicates if the site is a “small personal site.” It is unclear how it's used.
  • Read more.

Get the Digital Digest delivered 
to your inbox every week