A Week of AI Upgrades, Smarter Measurement & Changing Attention Trends
AI Assistants Are Coming for Your Ad Ops
Google launches Ads Advisor + Analytics Advisor to streamline optimization.
What’s the News:
Google rolled out Ads Advisor and Analytics Advisor, two Gemini-powered assistants that deliver instant answers, optimization suggestions, and automate fixes inside Google Ads and GA4. The tools launch in December for English-language accounts.
Why It Matters:
Google isn’t replacing marketers—it’s accelerating them. These tools can dramatically reduce time spent diagnosing issues and manually optimizing accounts. But they’re not “set-and-forget.” Early adoption requires thoughtful oversight and testing to avoid misapplied automations or misaligned strategies.
Marketers Should:
Prioritize revenue—not last click—by evolving measurement frameworks now.
Use AI to test creative with purpose, guided by real audience insights.
Strengthen data pipelines to give AI cleaner, more structured signals.
Incrementality Testing Is No Longer Only for Big Budgets
Google slashes minimum spend requirements and speeds up results.
What’s the News:
Google dramatically expanded access to incrementality testing—lowering minimum budgets from ~$100K to ~$5K, improving methodology (up to 50% more conclusive results), and enabling faster reporting with configurable confidence levels.
Google now positions incrementality as part of a measurement stack alongside MMM and attribution.
Why It Matters:
Real causal lift measurement is finally accessible for most advertisers. Smaller budgets can now run valid holdout tests to quantify incremental lift, not just modeled attribution. Both user-based and geo-based lift tests create new pathways to measure what’s truly incremental.
Marketers Should:
Use these lower barriers to validate spend with real causal evidence.
Choose test types (user vs. geo) based on conversion setup and offline data needs.
Plan ahead—Google support is still required to run tests, so timelines matter.
Google’s AI Shopping Features Move Promos Up the Funnel
Promotions now influence research, not just conversion.
What’s the News:
Google launched several AI-powered shopping features in AI Mode—users can describe items they want, have Google call stores, and surface the best deals instantly.
Why It Matters:
Promotions have traditionally been conversion rate optimization lever, but Google is now inserting promo data early in the research journey. Outdated pricing or incomplete promo content could push users toward competitors before they ever reach your site.
Marketers Should:
Add promo-specific content and update product descriptions for AI visibility.
Ensure promo accuracy across feeds, product pages, and structured data.
Align SEO with AI-search behaviors so deals surface at the moment of discovery.
The Generational Video Split Is Getting Wider
Gen Z watches more social video; older audiences lean into streaming + CTV.
What’s the News:
New eMarketer data shows 35% of all consumers now spend more time watching video on social platforms than streaming. For Gen Z, that jumps to 58%. Meanwhile, Millennials, Gen X, and Boomers still spend more time with traditional TV and CTV than social video.
Why It Matters:
“TV” is no longer a universal channel. Video habits now vary sharply by generation, meaning media plans must reflect multi-platform behaviors—not a one-size-fits-all approach.
Marketers Should:
Build holistic video plans that cover both social and CTV.
Allocate budgets based on audience media consumption—not legacy assumptions.
Tailor creative formats to each environment to maximize relevance and attention.
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