Digital Digest 02.08.2024
SearchGPT: OpenAI's New AI-Powered Approach to Search Engines
OpenAI announced on July 25, 2024, SearchGPT, its long-awaited search product. SearchGPT is an AI-powered search engine that would have real-time access to information across the internet that is designed to provide organized and meaningful search results offering an improved and more intuitive search experience that goes beyond conventional methods.
The process of finding accurate information online can often be intensive, requiring multiple searches. By merging real-time web data with advanced conversational AI, SearchGPT aims to streamline this process, making it faster and easier to obtain the information users need.
SearchGPT presents a significant challenge to Google by offering a new approach to search functionality that leverages AI to organize and present results more effectively. As a prototype, it provides summarized results with direct links to sources, aiming to simplify and clarify information retrieval for users. This approach contrasts with Google's ad-focused model, which can result in more cluttered search results. OpenAI plans to integrate SearchGPT's features into its ChatGPT platform, combining the strengths of both tools to enhance user experience.
This emphasis on direct source referencing is supported by OpenAI’s partnerships with major news organizations, ensuring proper credit and control over how content is displayed. Currently, SearchGPT is in the prototype phase, allowing OpenAI to refine the service and address any issues before its full launch.
Despite its innovative features, SearchGPT's initial lack of advertising means that OpenAI will need to explore alternative monetization strategies to cover the operational costs of the platform.
Looking ahead, OpenAI will continue to enhance its services, particularly in delivering local information (For example, providing information about restaurants, public transport, or local landmarks within a city) and commerce (activities related to buying and selling goods). They also plan to gather valuable feedback from users and publishers to refine the prototype and integrate the best aspects into ChatGPT.
For brands aiming to rank well on SearchGPT, we recommend starting with simple SEO steps. Start by optimizing for relevant keywords—use specific terms throughout your content strategically, to improve relevance and visibility. Focus on creating high-quality content that is informative and engaging, ensuring it addresses user questions thoroughly. Develop solution-based content that offers clear, actionable answers, as SearchGPT prioritizes practical information. Finally, adapt your SEO strategies regularly to align with SearchGPT's evolving algorithms.
This adaptation is crucial as shifts in search traffic are likely with SearchGPT’s introduction, potentially impacting visibility and traffic for brands that do not align their content with its new criteria.
SearchGPT is currently in a limited testing phase and isn’t available in Ireland yet. However, with the increasing interest in digital news in Ireland, SearchGPT could be well-received when it becomes more widely accessible. As it progresses beyond the prototype stage, it’s likely to reach a broader audience soon.
Source:
TikTok Set to Launch In-App Shopping in Spain and Ireland
TikTok is preparing to introduce its in-app shopping platform, TikTok Shop, in Spain and Ireland by October. This move marks the resumption of a previously delayed expansion of the company’s fastest-growing business in Europe.
ByteDance, TikTok's parent company, has informed partners to gear up for the debut of TikTok Shop in these two countries. The initial rollout will be smaller than initially planned, but there are preparations to extend the platform to other European countries next year. The company has recruited around 40 workers in Spain, making it one of TikTok's largest e-commerce teams in Europe, and is actively hiring Spanish speakers for roles in logistics, compliance, and strategy in Madrid and London.
The scaled-back launch may reflect TikTok’s strategy to expand cautiously in Europe to avoid attracting regulatory scrutiny. The European Union’s General Court has recently enforced stricter regulations on large tech firms, including TikTok, due to concerns over potentially harmful features for children.
Initially, TikTok planned to launch its Shop feature in Spain, Germany, Italy, France, and Ireland earlier this year but delayed the rollout to concentrate on the U.S. market. The U.S. remains TikTok’s most significant market, with 170 million monthly users. The company aims to increase its merchandise volume in the U.S. significantly, targeting up to $17.5 billion this year.
TikTok Shop leverages its engaging video content and popular influencers to drive impulse buying, setting it apart from competitors like Instagram and YouTube. This unique approach combines entertainment with e-commerce, providing a direct challenge to major players like Amazon.
Leading TikTok Shop globally is Bob Kang, who previously developed Douyin’s e-commerce business, while Kevin Chen, former head of ByteDance’s Toutiao news app, oversees operations in Europe. Despite the competition from established e-commerce platforms like Shein and Temu, TikTok Shop’s integration of social media and shopping offers a compelling new avenue for consumer engagement and commerce.
TikTok's move into in-app shopping in Europe signifies a strategic effort to expand its e-commerce footprint, leveraging its massive user base and innovative content-driven approach to capture market share from traditional e-commerce giants.
Sources:
Irish Examiner
Fortune
Digital Advertising Trends to Watch in 2025
As we approach 2025, the digital advertising landscape is undergoing significant transformations driven by technological advancements, changing consumer behaviours, and new regulatory frameworks. Here, we explore some of the top trends shaping the future of digital advertising moving into 2025, providing insights into what brands and marketers can expect in the coming year.
1. The Rise of Programmatic CTV and OTT Advertising
Programmatic advertising on Connected TV (CTV*) and Over-The-Top (OTT) platforms is gaining traction as more viewers shift from traditional TV to streaming services. Automated ad buying on these platforms allows for precise audience targeting. Core have been investing in this since 2019 and became the first Irish agency to run ads on Netflix, Disney+ & Amazon Prime. (*Our CTV offering is not open Market)
2. Increased Focus on First-Party Data
With the decline of third-party cookies, 1st party data collected directly by client* from customer interactions is becoming crucial for personalized marketing. This data helps brands tailor their messaging based on reliable insights. In addition, using local publisher 1st Party Data will be increasing more important given the audience they can build within Core we are actively engaging with Publisher to build out the audiences we require. (*For us to use 1st party Data, we need to sign additional contracts with the client for GDPR compliance)
3. The Growth of Programmatic Audio Advertising
As audio content consumption rises, programmatic audio advertising on platforms like podcasts and streaming services is becoming more popular. This allows for targeted, non-intrusive ads that resonate with listeners. According to IAB Ireland over a third of digital audio users or 1.1M are listening daily that up 3% vs 2022. Core will be running tests with this in Q4.
4. Enhanced Data Privacy and Compliance Measures
Stricter data privacy laws, such as GDPR and CCPA, require companies to prioritize transparent data collection and give users control over their data. Compliance builds consumer trust and avoids penalties.
5. The Re-emergence of Contextual Targeting
Contextual targeting displays ads based on the content of the webpage or app, rather than tracking user behaviour. This method respects privacy while delivering relevant ads aligned with the surrounding content.
6. Greater Emphasis on Ad Quality and User Experience
With consumers becoming more selective, the focus is on creating high-quality, engaging ads that enhance user experience. This includes ensuring relevance, creativity, and non-intrusive placement. Attention Metrics is a big buzz – Core has been actively testing with Attention partners to help increase our offering to clients. In addition, local publishers actively looking to improve user experience in reducing the amount of ad clutter on pages.
Conclusion
The digital advertising landscape is set for dynamic changes by 2025, driven by technological advancements, evolving consumer expectations, and regulatory developments. By staying ahead of these trends, Core can effectively navigate this evolving environment, delivering personalized, engaging, and compliant advertising experiences. Embracing these trends will not only enhance campaign effectiveness but also build stronger connections with audiences in an increasingly digital world.
Source:
https://itmunch.com/programmatic-advertising-trends-to-watch-in-2025/
