Category: In the News

Pinterest is still a minor line item on most media plans, but agency execs say that could change fast if its ad platform keeps evolving.

Five ad buyers told Digiday their clients’ PInterest budgets remain small. None offered exact figures but the direction of travel is clear. Even with modest spend, momentum among buyers is building.

“For those where it [Pinterest] is part of the plan, we’ve seen investment levels range from 0.50% to 11% of their budgets over the past year or so,” said Andrew Richardson, senior vice president, advanced analytics and measurement at New Engen.

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Google’s AI Overviews feature marked its first birthday this week.

The feature shows users AI generated summaries at the top of their search queries, ahead of links to articles and websites. As the AI-generated summaries have become more common in search results, marketers have begun actively examining how their sites can appeal to both human users and AI crawlers, throwing established SEO strategies into question. They’re also keeping a close eye on the performance of their paid search investments.

Overviews has been credited with cratering search traffic to publisher and brand sites since it was launched in the U.S. on May 14 last year. Clickthrough rates for publisher Mail Online fell over 56% as a result of the Overviews appearing in search results, for example. Meanwhile, 80% of consumers resolve 40% of their searches without going further than the search results page, according to research published in December by consultancy Bain.

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