Hey, it's Kylie, your Content Manager here at Adspace. Before the holiday rush takes over, I wanted to quickly reflect on 2024’s biggest digital marketing shifts and what lies ahead. With global ad revenue set to break $1 trillion this year, the landscape is evolving faster than ever. Let’s break down what you need to watch in 2025 and how you can position your brand to capture that growth. 💰

In today’s email: 

1. The Secret Sauce: The Multi-Channel Search Survival Guide

2. Platform Benchmarks: Last Looks for 2024

3. Creative Insights: Stream Big or Stay Home

4. Industry News: Google’s Gemini 2.0

5. Brand Highlights: Why Fishwife is Making Waves

6. Tech Talk: The Clock is TikTok-ing Again…

THE SECRET SAUCE 🍲

The Multi-Channel Search Survival Guide

What’s the secret to owning the future of search? Spoiler: It’s not just SEO anymore. Search is changing fast, and the days of Google being your one-stop shop are long gone. These days, people are searching everywhere, on all kinds of platforms, in ways we didn’t even think were possible a few years ago.

From TikTok trends to Amazon's chokehold on product discovery to conversational AI taking over, search is now a multi-channel sport. If you’re not adjusting to these changes, you’re basically leaving money on the table (and no one has time for that).

Here’s the secret sauce on how to stay ahead of the game and make sure your brand is always top of mind, no matter where your customers are searching.

1. Social Media Search: The Gen Z Effect

For starters, Gen Z is flipping search on its head. Over 60% of Gen Zers use TikTok as a search engine, while platforms like YouTube and Instagram are also rising stars for search. Compare that to just a third of Gen X doing the same.

Social search feels more real. Instead of plain links, users get videos, images, and advice from creators they trust. Think less “corporate ad,” more “relatable tips and hacks.” Build partnerships with creators and focus on authentic, visually engaging content that resonates with specific niches.

2. Retail Media Platforms: Amazon’s Empire

When it comes to product searches, Amazon is still number one. More than 50% of online shoppers start their searches on Amazon, while only 39% turn to traditional search engines like Google. Other platforms like Target, Walmart, and even Costco are also claiming their share.

To stand out in retail search:

• Keep your storefronts and product pages optimized.

• Use tech to track search placements and optimize bids.

• Monitor inventory so you’re not investing in visibility for products you can’t sell.

3. Conversational AI: A Quiet Revolution

AI chatbots like ChatGPT and Google’s Gemini are stealing search volume, and it’s only going to grow. Gartner predicts search engine volume will drop by 25% by 2026 thanks to conversational AI.

Here’s how to get AI-ready:

• Optimize your site with clear, concise, structured content.

• Use schema markup to make your data easier for AI to pull.

• Answer common questions directly (and naturally!) so AI tools serve up your content.

4. Breaking Down Silos

Tracking search performance across platforms is tricky. Your SEO, PPC, and content teams need to collaborate to understand the big picture. Traditional Google metrics don’t translate perfectly to TikTok, Amazon, or ChatGPT, so you’ll need customized reporting to stack and track data from all sources.

Search is no longer just about typing something into Google. It’s happening everywhere. To win in 2025, you need to diversify your strategy, follow your audience to all the places they’re searching, and make content that actually connects.

PLATFORM BENCHMARKS 📈

Let’s Take a Look…

In the last Platform Benchmarks section of 2024 we are covering industry data from December 7th to the 14th compared to the previous week. In the upcoming editions of Ascend, we’ll be bringing you a broader look at how the platforms performed throughout the entire year. But for now, here’s a snapshot of where things stand as we head into 2025, with the numbers telling a story of rising costs and shrinking returns across the board.

Meta: Lower CPC, But ROAS Takes a Hit

Meta’s numbers show a 0.68% rise in CPA, indicating that customer acquisition has gotten slightly more expensive. However, CPC dropped by 10.49%, meaning advertisers are paying less per click. While this might sound like a win, the reality is a 7.01% decrease in ROAS, signaling that overall returns are down. CPM also fell by 12.97%, which means you’re getting more reach for less money, but the value is clearly not translating to higher returns. 

Google: Rising CPA, But Lower CPC

Google's CPA saw an 8.82% increase, signaling that customer acquisition is getting pricier. But it’s not all bad news. CPC also dropped by 14.77%, which could ease the cost of clicks. That said, ROAS fell by 3.70%, and CPM decreased by 13.38%, which means the returns are still not impressive.

TikTok: Rising CPA and Declining ROAS

TikTok’s performance shows a 3.39% rise in CPA, indicating it’s costing more to acquire customers. CPC also dropped by 9.74%, which is great for cost-per-click efficiency. However, ROAS took a dive, down by 9.99%, and CPM dropped by 7.51%, signaling that while clicks may be cheaper, the return on those clicks isn’t as strong as before. 

The Verdict: Rising Costs, Diminishing Returns

All three platforms have seen a decrease in CPM, but they’re facing challenges with rising CPAs and declining ROAS. Meta, Google, and TikTok are all experiencing a shift.  Brands will need to adjust their strategies and be prepared for a tighter return on ad spend in 2025. It looks like efficiency will be key moving forward. 👀

CREATIVE INSIGHTS 🧑‍🎨

Stream Big or Stay Home

The Rise of Video (Again): Why a Unified Strategy Matters

Now that we all have the attention span of a Cocomelon-obsessed toddler, we know one thing for sure: video is king. In 2024, video ad spending will account for more than 35% of all digital ad spending, outpacing every other format, according to eMarketer. But here’s the twist: not all video is created equal.

It's not enough to just toss any old clip out there. In order to win, you need to master the platform, format, and timing. If you want to ride the video wave, you better be smart about how you’re engaging your audience.

Linear TV is rapidly losing ground, especially among younger viewers. Gen Z overwhelmingly prefers social video to traditional TV, and platforms like YouTube, TikTok, and Instagram are their go-to sources. Meanwhile, Connected TV (CTV) viewership has nearly doubled in the last four years, with subscription platforms like Netflix, Hulu, and YouTube continuing to grow.

Where and How To Play

Your video strategy can’t live in the past. Dump the one-size-fits-all approach and think platform-specific.

1. Social Video: Social platforms like TikTok and Instagram dominate younger audiences, offering hyper-engaging, visual-first formats. To win, ditch the linear ad cutdowns and lean into native creative—think quick, authentic, platform-aligned content

2. Connected TV (CTV): With forced ad placements (15, 30, or 60 seconds), CTV gives brands the luxury of time to tell their story. Use this format for high-impact messaging that educates and engages.

3. YouTube: In this hybrid space, you need to grab attention fast. The first five seconds are critical for brand recognition, followed by concise messaging to drive conversions.

Measuring Success in the New World of Video

Forget old-school measurement tools like TRPs and GRPs—they can’t keep up with today’s fragmented media landscape. Instead, focus on modern metrics:

• Short-term impact: Measure click-through rates (CTR), view-through rates (VTR), and immediate actions.

• Long-term effects: Look at brand lift studies, purchase intent, and overall sales lift.

• Unified data dashboards: Tools like Growify can help you track cross-platform performance and understand the cumulative impact of your video strategy.

The Creative Bottom Line

In 2025, if you're not prioritizing video, you're already behind. You need to figure out where your audience is and create content that actually fits the platform. It’s not about choosing one format, but mastering them all. If you’re sticking to just one platform, you’re missing out. Remember, your strategy should go wherever your audience does.

INDUSTRY NEWS 📰

Google’s Gemini 2.0

The AI That Works Smarter, Not Harder

Okay, one last AI update before the year ends, but I promise it’s worth it! Google just unveiled some major advancements that could reshape the future of AI and the way we all work, play, and market in 2025. 

Gemini 2.0: The Next Era of AI

Google's latest AI model, Gemini 2.0, introduces powerful "agentic" capabilities. This means it can reason, plan, and take action under human supervision. Building on the multimodal foundations of Gemini 1.0 (which processes text, images, video, audio, and code), Gemini 2.0 adds native image and audio outputs, enhanced reasoning, and the ability to use tools like Google Search and third-party apps.

Key Innovations

• Deep Research: A new feature for compiling in-depth reports on complex topics, now available in Gemini Advanced.

• Enhanced Search: Gemini 2.0's advanced reasoning will power AI-driven Search to handle multi-step queries, coding, and math problems starting early next year.

• Interactive Development: Developers can access Gemini 2.0 Flash, offering real-time audio and video-streaming input, through Google AI Studio and Vertex AI.

Prototypes in Action

• Project Astra: Testing the future of universal AI assistants with memory, multilingual dialogue, and enhanced tool use like Maps and Lens.

• Project Mariner: An experimental Chrome extension for automating tasks in your browser.

• Jules: An AI-powered assistant for developers that integrates with GitHub workflows.

• Gaming & Robotics: AI agents are aiding gamers with real-time strategy tips and experimenting with spatial reasoning in robotics.

What This Means for Marketing

With conversational AI on the rise and customer experiences becoming more hyper-personalized than ever, it’s clear: the future of marketing isn’t just about ads, it’s about dialogue. This AI is going to be your new best friend (whether you like it or not).

By 2025, you’ll be using tools like Gemini 2.0’s Deep Research and Project Astra to analyze data and get real insights. AI assistants will become key players in search and shopping. Brands that don’t adapt to this new AI-driven world will get left behind.

With 2025 creeping up, you can’t afford to stay stuck in the digital stone age. Conversational AI is poised to take over, and I’ll be here to make sure you know exactly what’s coming next.

Check out Google’s article to learn more.

BRAND HIGHLIGHTS 🚗

Why Fishwife is Making Waves

Hook, Line, and Sinker: The Fishwife Story

Are we all on Canned Fish Tok? Just me? I have no clue how my TikTok FYP ended up there, and I’m not mad. Canned octopus in chili oil? Sardines with hot pepper? Never crossed my mind before, but now it’s all I crave. Canned fish is now at the top of my Christmas list. So, in my final brand highlight of the year, I’m spotlighting the undisputed queen of the tinned fish renaissance: Fishwife.

The Biggest Catch in the Tinned Fish Market

Fishwife has redefined what it means to be a successful DTC brand by combining quirky illustrated art, honest branding, and a sustainable mission to hook customers from first glance. With bold packaging, ethical sourcing, and a knack for creating cultural moments, this Los Angeles-based startup has emerged as the darling of the U.S. tinned fish industry.

From Utility to Elegance

In a category long dominated by bland corporate giants, Fishwife broke through by elevating tinned fish from a functional pantry staple to a high-quality delicacy. The company emphasizes sustainability and traceability. 

Fishwife sources fish from small, responsible fisheries and aquaculture farms in Spain, Washington State, and British Columbia. Crowd-favorite products like smoked Atlantic salmon, wild-caught smoked albacore tuna, and rainbow trout showcase Fishwife’s commitment to premium quality and environmental stewardship.

The results speak volumes. Fishwife’s ability to blend ethics with exceptional product quality has struck a chord with a new wave of eco-conscious consumers.

Hooking Audiences with Art-Forward Branding

Fishwife’s most immediate draw is its eye-catching, colorful packaging featuring intricate illustrations by artist Danny Miller. The designs capture the brand’s satirical, witty personality while standing out in the sterile grocery aisle. Combined with its bold name—a playful nod to a 16th-century term for outspoken women—Fishwife’s branding feels both rebellious and endearing.

As founder Becca Millstein puts it, “We approach packaging by just creating the most beautiful work of art we can.”

This focus on art isn’t just superficial; it’s a core marketing strategy. Fishwife collaborates with artists to build a niche, passionate community, sharing artwork inspired by the brand across social media. The company has even launched popular merchandise lines, including viral slogans like “Hot Girls Eat Tinned Fish”, which have taken off on Instagram and TikTok.

Why It Works: Storytelling Meets Community Building

Fishwife’s success goes beyond visuals. It’s about authentic storytelling that connects with its audience. Becca Millstein’s journey began with falling in love with tinned fish during a trip to Spain. During quarantine, she recognized its untapped potential in the U.S., giving the brand a personal and relatable story.

This storytelling extends into community engagement. By creating partnerships with artists and influencers and creating limited-edition merchandise drops, Fishwife has turned its fans into advocates. Its most successful merch campaigns often sell out quickly, blending commerce with cultural cachet.

The Numbers Back It Up

• $24 billion: The U.S. canned seafood industry’s total sales in 2023, with Fishwife poised to take a leading share.

• 60,000+ social media followers: A testament to Fishwife’s resonant branding and community engagement.

• Viral moments: Fishwife’s quirky slogan and art-forward strategy have driven organic growth on platforms like TikTok and Instagram.

By prioritizing authenticity, artistry, and sustainability, Fishwife has turned a niche product into a mainstream must-have. By marrying ethical practices with bold creative vision, Fishwife has made the catch of the day and a shining example for other DTC brands.

TECH TALK 🤖

The Clock is TikTok-ing Again…

We haven’t talked much about TikTok’s future lately, but we really need to because it’s getting real. With over 170 million U.S. users, TikTok’s fate is now tied to a ticking clock. After losing a legal battle, the platform faces a potential ban by January 2025.

The end of TikTok’s dominance would shake up ad strategies and force businesses to rethink how they reach younger audiences and engage with their communities. It’s time to pay attention because this could be a game-changer in the new year.

How Did We Get Here?

The road to a ban started with security concerns during the Trump administration and culminated in bipartisan action. In April 2024, President Biden signed a law forcing ByteDance, TikTok’s parent company, to sell the platform or risk a U.S. ban. A recent appeals court ruling upheld the law, citing national security concerns about potential Chinese government influence.

What’s Next?

TikTok has limited options:

• Appeal to the Supreme Court: Arguing the ban violates First Amendment rights.

• Sell the Platform: Finding a buyer that satisfies both U.S. and Chinese regulators could be a nightmare.

• Shutdown: If neither path succeeds, TikTok could disappear from U.S. app stores.

Why It Matters

TikTok is a $5.96 billion advertising powerhouse with unmatched engagement rates.TikTok’s algorithm is a godsend for small businesses and creators, offering affordable reach. But if it’s banned, advertisers will be stuck with platforms like Instagram Reels and YouTube Shorts. Yes, they’re options, but they’re nowhere near TikTok’s cultural influence or ad efficiency.

The Numbers Speak

• 58% of teens (13-17) use TikTok daily.

• 40% of young adults (18-24) rely on TikTok or Instagram for search over Google.

• TikTok’s CPM ($1.95) is significantly cheaper than Meta’s ($4.89).

• 58.2% of TikTok users find shopping inspiration on the app.

The Marketing Fallout

Losing TikTok would create a seismic gap in advertising, especially for brands targeting Gen Z and Millennials. Small businesses would lose a key affordable channel, while marketers would face higher costs and reduced efficiency on alternative platforms. 

In 2025, brands will likely have to rethink their digital strategies and focus more on platforms like Instagram, YouTube Shorts, and Snapchat. This shift will require more experimentation and adaptation as marketers scramble to fill the void left by TikTok's absence.

Marketers and creators should start diversifying now, preparing to rebuild their strategies for a TikTok-less 2025. This saga reflects broader tensions in global tech governance, and its outcome could reshape the future of digital marketing. We’ll be keeping a close eye on these developments and will keep you posted in the New Year.

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