WEBVTT

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Google updates PMax, YouTube continues its streaming

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dominance, and new research suggests TikTok is more of an

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entertainment platform than a social media network,

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on this week's Marketing Minute.

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First up, Google's giving its Performance Max campaigns a

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performance boost with the integration of its powerful AI

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model, Gemini. Advertisers can now generate longer

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headlines and soon, have sitelinks automatically created,

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all powered by AI. This is great news for anyone wanting to

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streamline their ad creation process and potentially reach

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a wider audience with more relevant content. Next, new data

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from Nielsen confirms YouTube dominance in the streaming

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video landscape. It takes the top spot, followed closely by Netflix.

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The news also underscores the continued strength of

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free-to-watch platforms, especially with the rise of services like

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Tubi, Roku, and Pluto TV. Advertisers should be aware of

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this trend and ensure they're focused on finding audiences

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rather than buying inventory. Finally, a recent study

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reveals an interesting dynamic on TikTok. While over half

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of Americans claim to use the platform, the research shows

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that only 25% of users create a whopping 98% of the videos.

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That suggests the platform might be primarily

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used for passive entertainment by most users, while the

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smaller but highly active group drives content creation.

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Marketers looking to leverage Tiktok should be aware of

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audience dynamics and tailor their strategies accordingly.

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I hope this has given you some insights into what's

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trending in marketing this week. If you learned something,

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drop a like. If you found it valuable, share it with your

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network. For the Colling Media Marketing Minute,

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I'm Doug Campbell.