A Viral Meme from Google I/O 2023:
Following the 2023 Google I/O, a viral meme summarized the event succinctly. You can watch the meme video here.
https://youtu.be/-P-ein58laA?si=6iTxbar6a5j2Qt9Z
To me, the 2023 Google I/O was a significant turning point. It felt like a declaration that all of Google's solutions would revolve around generative AI in the future.
The nameless AI from last year now has a name and returned at the 2024 Google I/O. If last year’s meme could be adapted for this year, "Gemini" would undoubtedly be the keyword.
As someone in the advertising industry, I closely observed the changes in Google Search introduced at the 2024 Google I/O. Here are the key updates:
- AI Overviews: Google has introduced AI Overviews based on the new Gemini model. This feature provides users with instant summarized answers to complex questions, along with links to diverse perspectives and in-depth information. AI Overviews will first be available in the U.S. and are expected to expand to over a billion users worldwide by the end of the year.
- Multi-Step Reasoning and Planning: Google Search can now handle complex queries better through multi-step reasoning. For example, when users look for yoga or Pilates studios, they receive comprehensive information, including location, reviews, and beginner benefits. Additionally, features for meal planning, travel planning, and more make search an integral part of various planning activities.
- Visual Search and AI-Organized Search Results: Google has introduced visual search capabilities, allowing users to upload videos or images for search. AI-organized search result pages provide a cohesive view of diverse perspectives and content types. For instance, when looking for a restaurant to celebrate an anniversary in Dallas, the AI can suggest options like venues with live music or historic charm, all organized on a single page. https://youtu.be/rd25N5dwuCY?si=ApK6D24md4gWhra7&t=789
- Circle to Search: This feature allows users to select text or images directly on their smartphone screen for an immediate search, eliminating the need to switch apps.
These changes are expected to significantly impact the search advertising ecosystem. Here's a summary of expert opinions post-Google I/O:
- Increased Ad Exposure and Click-Through Rates: AI Overviews providing more relevant information can increase the time users spend on search result pages, leading to higher ad exposure and click-through rates. Links included in AI Overviews may attract more clicks, benefiting advertisers.
- Personalized Ad Targeting: Enhanced search data analysis using AI will enable advertisers to achieve more precise targeting. By analyzing search patterns and content, advertisers can deliver more personalized ads, improving ad effectiveness.
- Changes in Ad Formats and Placement: The introduction of AI-organized search results and visual search may lead to changes in ad formats and placements. For example, there might be an increase in ads based on visual content, and ads could be more seamlessly integrated into AI-organized search results.
While these predictions are based on current trends, the future impact of evolving technology is uncertain. As a professional in the advertising and marketing industry, I aim to share these major changes and reasoned forecasts with industry peers.
I hope these advancements will not only enhance search as a powerful marketing tool but also further develop the search advertising ecosystem, providing new opportunities for advertisers.