Predictions 2024: Google

Rise is proud to have achieved the distinction of being a Google Premier Partner, solidifying our position among the top 3% of Google partners in the United States. This exclusive certification grants Rise unparalleled access to cutting-edge products, unique testing opportunities, and invitation-only events, bolstering our ability to drive success for the brands we support.

Mina Salami (Head of Strategic Partnerships, Rise) traveled to Google’s NYC office for a comprehensive discussion with Alex Ioch (Performance Product Lead, Google), shedding light on Google’s top advertising trends for 2024.

Eager to delve deeper into the conversation? Explore our quick recap below or watch the full interview below for a complete rundown!

Prediction #1: Predictive & Generative AI Usage Will Be a Norm

Ioch shared a staggering statistic, “In the last five years, Google’s large language models have improved by 5,000x, making them 50% better at understanding human language." This transformative progress has wielded considerable influence, particularly in the realm of paid search strategies like Broad Match and Smart Bidding. This dynamic duo collaborates to ensures optimal ads for each individual search at the right price for your business and marketing objective.

However, the evolution doesn't stop there. Google’s generative AI elevates the advertising game for brands across industries. Their innovative approach combines user-provided assets with AI-generated content sourced from landing pages and other outlets to dynamically craft compelling ad content for each unique search query.

Google AI Example: In response to a consumer query about dry, sensitive skin, Google AI generates ad headlines and copy options that  resonate more closely with the user's specific needs.

Rise has embraced the transformative AI landscape and adapted its approach to effortlessly incorporate AI, empowering Rise teams to work smarter, not harder.

Prediction #2: Technology Will Simplify Video Ad Creation

Video consumption has exploded and so has the viewership of YouTube, propelled by products such as YouTube Shorts, garnering over 50 billion daily views globally. In response to the growing video trend, Google has been dedicated to simplifying the creation of impactful ads, both static and video, for any Google Ads campaign.

Google’s AI-powered Visual Creative Solutions provide a range of creative capabilities tailored for agencies and brands, proving particularly beneficial for small and medium-sized businesses (SMBs). This suite of tools addresses content gaps to help brands reach specific audiences and achieve crucial business objectives, including:

• Effortless Video Creation: AI simplifies the creation process by automatically generating videos.
• Adaptive Video Flipping: Modify existing horizontal videos for compatibility with the Shorts feeds.
• Streamlined Video Trimming: Condense longer videos into concise 6-second ads.
• Automatic Voiceover Generation: Generate voiceovers automatically, add text animations and more.

Google AI's role in streamlining the creative process not only enhances efficiency but also complements human ingenuity, ultimately improving performance in a seamless manner. As an early adopter of these tools, Rise is poised to play a pivotal role in shaping media plans for 2024 campaigns. The expectation is clear: Video Ads are projected to experience increased viewership, coupled with a simplified creation process, reaffirming the importance of allocating budgets to this dynamic and evolving advertising format.

Prediction #3: Goodbye Third-Party Cookies

This is the moment we have all been waiting and hopefully planning for over the past few years. Chrome started disabling third-party cookies for 1% of users on January 4, 2024, to facilitate testing, and that number will ramp up to 100% of global users in the second half of the year. In response to this imminent change, the solution is to create a new audience targeting strategy that aligns with adjustments while prioritizing first-party data. 

The industry is set to change the way digital advertising is done in 2024 as third-party cookies are officially phased out. As this change has been anticipated for quite some time now, Rise encourages clients to diminish their reliance on user-level tracking across various sites and applications, and instead shift their focus on ensuring an accurate depiction of metrics and performance.

The Future is Now

Embark on your 2024 Google journey with a strategic focus on implementing predictive and generative AI, meeting the rising demand for video ads, and embracing the new normal of cookieless advertising. Mastering the art of leveraging powerful insights and data will not only future-proof your strategies but also optimize your budget for incremental growth.

Interested in learning more about what’s in store for 2024? View our entire 2024 Predictions Series, featuring expert advice from our partners, Risers, and our CEO.