The DL: Some companies are experimenting with bringing virtual influencers into physical stores. Cindy, another virtual personality developed by Imaginuity, was introduced at 13 shopping centers in the U.S. to drive traffic across its stores and digital properties, the report noted. 

Brands like Dior, Calvin Klein, and BMW have used a virtual influencer, meaning a fictional avatar, named Lil Miquela, who is approaching 3 million Instagram followers. Brud, the firm that developed Lil Miquela, was last valued at $144.5 million before it was acquired by Dapper Labs in 2021, according to PitchBook’s report.  

Read More: Marketing Dive

The DL: Google's share of the US search advertising market will drop below 50% in 2024 for the first time since 2008. Key trends affecting paid search include a decline in ad impressions and user hesitancy to click ads, despite increased spending. Google still dominates global search volume with 91% of searches, but faces competition from retail and social media platforms like Amazon and TikTok. Retail media ads are also becoming more expensive, especially on Amazon, which is rapidly growing its search ad revenue and gaining market share at Google's expense. 

Read More: EMARKETER

The DL: TikTok has officially launched its search advertising platform, aiming to attract marketers with financial perks and strategic incentives. While marketers are intrigued, they remain cautious about the platform's effectiveness and its fit within their existing strategies. Overall, while TikTok's search ads offer potential benefits, marketers are still waiting for more concrete evidence of their effectiveness before making significant investments. 

Read More: DIGIDAY

The DL: Corona's YouTube Shorts campaign for the Sunsets Festival in Cape Town generated 1.3 million views and a 21.2% video completion rate, showcasing the power of short-form content in driving engagement. The strategy, developed with iProspect South Africa, leveraged YouTube Shorts, bumper ads, and TrueView ads to raise awareness and boost ticket sales. For marketers, this success highlights the growing potential of short-form video platforms like YouTube Shorts in reaching large audiences and influencing consumer behavior, particularly in competitive spaces like event promotion.

Read More: Social Media Today