Category: In the News

Georgina Bankier, vp, global platform partnerships, Eyeota, a Dun & Bradstreet company

In today’s fractured media environment, connected TV and retail media are dominating advertiser attention — and their budgets.

CTV ad spending is projected to reach $33.35 billion this year, while retail media’s 19.7% growth will be more than double the growth in overall digital ad spending (8.8%). At the same time, emerging opportunities in digital out-of-home and audio are gaining ground as marketers seek new ways to engage audiences during their daily lives.

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Rising demand among marketers for AI search expertise is driving more agencies to create specialist units intended to help clients navigate the tech and its impact on consumer habits.

In recent months media shops like Jellyfish, Wpromote and Kepler have each launched or expanded AI search services that offer clients a means of partially gauging how applications like ChatGPT and Gemini represent and understand their brands.

Among the advertisers attempting to measure the “share of model” (as opposed to their share of market) within large language models (LLMs) is consumer pharmaceutical firm Haleon. The company is currently testing how Meta’s Llama model represents its Advil and Emergen-C brands in user-generated search results.

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