What's Happening?
Search advertising is evolving beyond traditional search engines, expanding its reach to social and video platforms. According to data from WARC Media and TikTok, search advertising now accounts for nearly a quarter of all media budgets, with global spend expected to reach $248.6 billion this year. The study highlights that US weekly searchers are increasingly using social and video platforms for search, particularly among Gen Z consumers. These platforms offer a cultural and community-driven layer to search, appealing to categories like beauty, fashion, and lifestyle.
Why It's Important?
The shift towards social and video platforms for search advertising reflects changing consumer behavior and preferences. For marketers, this presents an opportunity to engage with consumers in a more dynamic and culturally relevant manner. The expansion of search advertising to these platforms allows brands to reach consumers at earlier stages of discovery, enhancing their ability to inspire action and purchase behavior. The MAP framework suggests that brands should balance traditional and emerging platforms to optimize search strategies and capitalize on discovery opportunities.
What's Next?
Marketers and agencies will need to develop more agile and flexible search advertising strategies to align with diverse consumer search habits. The focus will be on integrating search across multiple platforms, leading with inspiration and experiential intents, and priming for purchase. As search behavior continues to evolve, marketers will need to rethink their approach to search, treating it as a doorway to a digital journey rather than just a destination for finding answers. The emphasis will be on connecting with consumers earlier, deeper, and more meaningfully.
