Scout: How AI Will Change SEM, Advertising During Pride Month, and More

Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don't have to. Here’s what to read from the week of 5/5/23 – 5/11/23 to stay ahead of the curve:

Artificial Intelligence and the Future of Search Engine Marketing [:09]

If the last few months are any indication, it’s clear that artificial intelligence will play a big role in shaping the SEM landscape. What do marketers need to know to thrive in an era of generative AI? No need to ask ChatGPT—one of our top search experts lays it all out here.

Pride Month 2023—How Brands Can Respond to the Assault on LGBTQ+ Rights [:03]

There are more than 470 bills targeting LGBTQ+ rights across the country. For advertisers, that means that it’s more critical than ever that Pride month campaigns be backed by advocacy and action. This opinion piece explores how brands can do it right.

Why media buyers are asking more questions about the sustainability impact of their ad campaigns [:05]

Pressure is mounting for publishers to start paying more attention to the size of their carbon footprint—and to begin decreasing it altogether. Though carbon emissions are not yet “sealing deals,” more and more agencies and brands are intentionally setting standards for how much carbon they allow their campaigns to generate.

Podcasters Impact Consumers’ Purchasing Decisions More than Influencers, Study Finds [:03]

Are podcast hosts the new influencers? A new study would suggest so,  revealing that among listeners, 75% view podcast hosts as the most influential figures shaping their beliefs and decisions. For brands, this deep trust and receptiveness to podcast ads create a perfect opportunity to tune in.

April sees employment growth in advertising and PR sectors [:01]

Despite the headlines around the tech-related job market, employment is up at ad agencies, PR agencies, media buying, and other advertising-related organizations. Also on the rise: in-housing, with 82% of Association of National Advertisers (ANA) respondents using in-house agencies.

Test Your Digital Advertising Knowledge!

Show off your marketing chops with our question of the week. This week’s hot topic: digital out-of-home (DOOH) advertising.

Which of the following is not true about DOOH advertising?

1. It has its roots in traditional (i.e., non-digital) billboards, which have been used in the US since the 1800s.
2. DOOH ad spend is increasing at a more rapid rate than that of traditional OOH.
3. Programmatic DOOH ad spend is projected to grow by 24% in 2023.
4. By 2025, US DOOH ad spend is forecast to surpass $1 billion.

Get the answer, plus a deep dive into how marketers can embrace it within their campaigns, right here.

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