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Search is more than just a channel

Search was a core focus at CES, and panel experts brought to the forefront the OMG Q4 insights piece, “The Future of Search”, which showcased the prominent shift happening in the search landscape; no longer is search just a channel, it has become a behavior.

The rise of generative AI functionality combined with the expansion of search capabilities within non-typical search channels (think social-search) has propelled this shift; with users adapting the ways they search. We are seeing a move from text-based prompts – a skill finely tuned since Google became synonymous with the channel – to users now simply asking for what they want and relying on the machine to do the rest.

Platform evolution

Generative AI, built from Large Language Models (LLMs), such as Open AI’s Chat GPT (seeing ~1 billion messages a day), and existing search giants like Google are scaling out their own generative AI in tandem – so not only do we have an enhanced version of traditional search, we now have new competitors in the mix too. With this comes greater fragmentation - and more monetisation opportunities - with platforms like Perplexity already building out their own ad products.

The wider availability of gen AI has impacted the way users search - with more than half of consumers are using full length questions when using Gen AI functions, and 40% using full length questions on traditional search engines.

Platforms are evolving at pace to keep up, combing more automation and AI into the way we initiate search (Google Lens, Voice search, image, text), the way we experience search (AI Overviews, CoPilot) and the way we use search to reach consumers across search (Performance Max, Demand Gen).

Social search

Recent years have seen a rise of short form, or “snackable” content on social media platforms that also offers a way for users to search and discover. OMG’s research showed nearly 80% of Gen Z and 2/3 of millennials are using social as a search function.

TikTok has been one of the platforms to emerge strongly from this trend, with ~3 billion searches happening each day on the app, and 25% of those happening in the first 30 seconds of app open. This behavioral progression guiding social format evolution too, seen recently with TikTok launching a "search ads campaign" type (US only for now).

The social search revolution discussed at CES highlighted how many - particularly under 35’s - are experiencing search through both passive (exposed content) and active (intentional search) behaviors.

Multi-modality

Multi modal experiences are present on a platform and consumer basis – the platform providing the mechanism and the consumer showcasing the intent with the different ways they search; actively (through the search bar, or image search) or passively (through a social tag, or “similar” product recommendation).

Movement between platforms (E.G. a user is exposed to a product on Facebook and transfers to Google for validation) highlights how search continues to be a great indicator of intent - and with 15% of queries being brand new every day the LLMs continue to learn and adapt exponentially from this mass of data and posing a strong opportunity to scale learnings into the way we plan and buy search.

Announced at CES were two core product offerings coming to Omni in 2025; Share of Voice Planning and Next Generation Search Agent, which will combine the power of AI to provide deeper insights for advertisers that form tangible action and value.

Ben has worked at OMG in both UK and Australia for the last decade, helping us to create bespoke products & tools that allow brands to leverage data to deliver more effective planning.

Ben has led the technical development of OMGs Multi-Screen Optimiser, working with every major AV & streaming platform in Australia, providing a wealth of unique knowledge on the modern AV market.

He helps clients navigate analytics about their category, their brand & the media landscape, empowering them to make informed, strategic decisions and achieve an evidence-based competitive advantage.

In Australia, helping brands navigate fan connection through culture and sport has never been more complicated. We are:

-Seeing that passion points are no longer linear. Audiences fandom and passion points growing and converging at pace.

-Navigating increasing fragmentation of these passions and their ecosystems

-Managing budgets against increasing broadcast rights fees

-Building strategies to connect with audiences who demonstrate increasingly dynamic consumption behaviours and higher expectations on authentic and relevant messaging

-The globe is shrinking and we need to be considering opportunities beyond our boundaries with fast growing global codes making impact

For brands to succeed against this backdrop we will need to ensure they have a strategy – not just a sponsorship.

There was a strong focus at CES on cultural strategy. Developing richer understanding of culture, sport and gaming and how rightsholders, broadcasters and brands are preparing to harness technology to further advance opportunities to connect authentically with customers, reshaping experiences in order to cut through and win hearts and minds.

Below are some key themes that we have identified likely to drive change and impact globally and locally and potentially help guide and build solutions to help us navigate some of the above challenges.

Data and AI providing deeper understanding of fan behaviours and increasing opportunities for personalised connections

-Access to ever increasingly rich data is driving advancements in how we can effectively build audience pools, tap into cultural/sport zeitgeists and dive deep into cultural and sporting identities.

oOmnicom has harnessed this data through the ‘Q Omni Intelligence’ tool. A tool that scans source material to identify trends in culture and sport.

• By using this tool the team are able to identify the top mega trends and the underlying macro trends that exist beneath them that are shaping consumer behaviour and market response.

oStreaming growth and introduction of new media channels eg: Amazon, Netflix is providing access to increasingly rich data improving cohort building capabilities

• This provides a promise of more relevant advertising to relevant audiences.
• Targeted comm’s strategies with audience based creative is proven to drive 30% more brand intent and 40% more purchase intent!
• AI making personalised ad experiences a fast improving reality.

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