Google has been the King of Search since 1998 – but for how much longer can it retain the crown?

Social platforms like TikTok and Instagram have become popular discovery tools and large language models like ChatGPT can serve as search engines in their own right, leaving Google to fight a war on several fronts to maintain its supposed search "monopoly".

But with a looming TikTok ban in the US and Meta removing fact checkers across its platforms, advertisers have every right to feel a little behind all the ongoing changes across the search and social landscapes. To help make sense of it all, this episode of the Performance Marketing Unlocked podcast features Chris Pearce, Managing Director of Greenpark Digital (21:56), and veteran of search marketing.

Preceding that discussion however, is a chat PMW's Premium Content Editor Jyoti Rhambai (2:10), who opens the episode (and the new season of the show!) alongside host Joe to talk about the industry predictions they think will come to fruition in 2025, as well as some they aren't so sure of.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(2:10) Which 2025 adland predictions will come true?

(21:56) Greenpark's Chris Pearce talks the changing search ecosystem

(33:58) How should marketers be using search and social in 2025?

(47:17) PMW's famous 'Resell Me a Pen' challenge

~ Further reading ~

TikTok ban: US Supreme Court shows scepticism as creators move to other platforms

Why Google has never looked more fragile as an advertising channel

TikTok rivals Google with launch of its own search ads solution

‘AI is emerging from the hype cycle’: 21 marketers on automation and emerging channels

‘CMOs will pivot towards 1-to-few’: 7 experts on how AI will change marketing in 2025

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The year is almost over and you know what that means, it's time to look back on what was and throw out some hot takes for what's ahead.

On the final episode of the Performance Marketing Unlocked podcast season 3, the entire PMW editorial team (1:51) is in the studio to talk about 2024's biggest surprises, 2025's most exciting trends, and assess the myriad of opportunities and threats facing adland in the coming months.

It isn't all debate however, we also embrace the festive season by playing a little game that sheds some light on the team's favourite Christmas films.

See you in the new year for season 4!

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(1:51) The PMW team reviews 2024

(21:49) Hot takes for 2025

(46:42) Biggest opportunities and threats facing adland next year

(51:53) Festive fun!

~ Further reading ~

GARM to shut down following Musk's X antitrust lawsuit

‘Anyone else tearing their hair out too?’: Adland reacts to Google’s big cookie comeback

Dentsu forecasts global advertising market to grow 6.8% in 2024

TikTok faces US ban by the new year if it doesn’t sever ties with ByteDance

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Ongoing customer loyalty is widely agreed as being pivotal to any businesses long-term success, but how to best go about creating it is up for debate.

On this episode of the Performance Marketing Unlocked podcast, Guy Meyers (28:29), Senior Director of Customer Success (Global) at Recurly, argues why – despite loyalty ultimately being an upper funnel, brand-building play – data is the most valuable asset for generating it.

Preceding the discussion with Guy however, is a final Black Friday rundown from PMW's Premium Content Editor, Jyoti Rambhai. Alongside host Joe, Jyoti reviews all the important marketing trends to prepare you for the weekend ahead, with some breaking news interrupting the show.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(3:50) PMW discusses the upcoming Black Friday Cyber Monday Weekend

(19:31) Breaking news!

(26:56) 60 second news round-up

(28:29) Introducing Recurly's Guy Meyers

(41:50) Can loyalty be measured?

(53:57) PMW's famous 'resell me a pen' challenge

~ Further reading ~

Adland on the cusp of ‘record breaking’ Black Friday weekend

Essential tasks every marketer should tick off before Black Friday

Why data privacy is a balancing act: navigating personalisation and trust in the digital era

Performance marketing software market to double by 2032

Netflix revenue grew 17% as hit series Baby Reindeer and Bridgerton attract audiences

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Where will retail media be 12 months from now? Will the UK market finally be as "mature" as the US? Will AI have upended the channel? And will the term itself still be common place?

To answer these questions, PMW's Editor Robin Langford (25:00) joined host Joe at Retail Media Summit UK '24. Recorded on the ground at the event, Robin and Joe discuss the channel's top talking points and reveal their biggest takeaways from the day. Interwoven within the discussion are clips from interviews conducted at the Summit with channel experts from the likes of Co-op, WH Smith, Tesco, Boots, The Very Group, and more.

Also on this episode, the entire editorial team is in the studio (3:19) to reminisce about last week's PMW Awards 2024, each revealing a favourite winner and a personal highlight from the evening.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(3:19) The PMW team talk our 2024 awards

(25:00) Defining retail media

(37:27) What does the future of retail media look like?

(44:14) Retail media in the US vs the UK

~ Further reading ~

A moment at Retail Media Summit UK '24 with... Boots Media Group

Can retail media deliver a true halo effect this Christmas?

Performance Marketing World Awards: all 28 winners announced

View from the red carpet: photos from the PMW Awards 2024

PMW Awards 2024: The winner's circle in pictures

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What's Google's AI innovation strategy? And how is it responding to social media's impact on the search landscape?

On this episode of the Performance Marketing Unlocked podcast, Dyana Najdi (23:56), Managing Director for Google Advertising UKI – leading specialist teams who deliver AI-driven solutions for partners and customers – lifts the veil on how the tech giant strength-tests its AI output and explains why she's not worried about social media's growing search capabilities.

Prior to that discussion with Dyana, PMW's Premium Content Editor Jyoti Rambhai (2:59) joins host Joe to dissect the latest IPA Bellwether Report, with a keen eye on the upcoming Autumn Budget, US election, and more.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(2:59) PMW's Premium Content Editor Jyoti Rambhai discusses the latest IPA Bellwether Report

(23:56) Introducing Google's Dyana Najdi

(26:53) What's the current state of the search landscape?

(43:15) Is there an AI arms race?

(51:36) PMW's famous 'resell me a pen' challenge

~ Further reading ~

Google announces additional AI-powered PMax updates for peak season

Google shakes up Performance Max ad auctions ahead of peak shopping season

Over a third of consumers to reject third-party cookies in Chrome next year

IPA Bellwether: UK adpsend freezes for first time in over three years

‘When finances are constrained, that’s when the magic happens’: Adland unfazed by shock UK adspend freeze

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Will AI help put an end to the agency vs in-house vs in-house agency debate?

On this episode of the Performance Marketing Unlocked podcast, Lydia Hinchliff (16:18), Director of Strategy at performance marketing agency, Journey Further, argues why we shouldn't all throw caution to the wind and hop aboard the AI-train, believing instead that a human-driven, holistic approach to both breaking down marketing silos and building an agency/brand relationship is the best way forward.

Preceding Lydia however, is PMW's Editor Robin Langford (2:18), who gives a state of play report for adland as it heads into the famed 'Golden Quarter'. Joe quizzes Robin on the importance of seasonal shopping events, whether or not the opportunities outweigh the risks, who, if anyone, is the king of e-commerce, and more.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(2:18) PMW's Editor Robin Langford answers four key questions surrounding the need for brands to invest in the golden quarter

(16:18) Introducing Journey Further's Lydia Hinchliff

(18:19) Is performance moving up the funnel as much as we think?

(38:58) Can agencies compete with AI?

(49:51) PMW's famous 'resell me a pen' challenge

~ Further reading ~

Agency vs in-house vs in-house agency? The big question that’s divided marketers

‘A litmus test for buying intent’: Can Amazon Prime Day dispel peak shopping season jitters?

Nearly half of marketers believe AI will make their companies less dependent on agencies

Over nine in ten marketers have experienced selective reporting from agencies

Cannes Lions 2024: Creativity isn’t dying, but its ‘big idea’ gatekeepers are losing their grip

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What media platforms do marketers prefer to spend on? And using what channels? Perhaps more importantly, how do their preferences align with consumers?

On this episode of the Performance Marketing Unlocked podcast, Gonca Bubani (13:04), Global Thought Leadership Director of Media at Kantar, unpacks their latest Media Reactions report, reviewing the findings in an attempt to determine whether or not their really is freedom of choice in digital advertising.

Opening this episode however, is PMW's Premium Content Editor Jyoti Rhambai (2:05), fresh off her flight back to London from Boston. Alongside host Joe, Jyoti regales us with tales from her trip to HubSpot's Inbound Conference 2024, revealing the biggest marketing trends talked about at the event and hot takes from industry superstars including Ryan Reynolds and Serena Williams.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(2:05) A review of Hubspot's Inbound conference 2024 with Jyoti Rhambhai

(13:04) Introducing Kantar's Gonca Bubani

(24:12) Are marketers paying enough attention to consumers' advertising preferences?

(34:09) Is there really freedom of choice in advertising?

(44:28) PMW's famous 'resell me a pen' challenge

~ Further reading ~

Amazon, TikTok, Netflix and YouTube crowned advertising’s golden childs

X poised to suffer ‘biggest recorded pullback’ from advertisers ever

Is AI bridging the gap between performance and creative?

Hubspot launches host of AI-powered tools for marketers

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Creating an identity on social media is becoming increasingly important for brands, and leveraging popular trends like 'Brat Summer' and 'Demure' can be a quick-fire way of making headway in this respect. But it doesn't come without risk, particularly when investing in influencers and creators to send a brand's message out into the world.

On this episode of the Performance Marketing Unlocked podcast, Ellie Hooper (16:00), Head of Client at The Goat Agency, outlines exactly how performance marketers can ace their organisation's influencer and social media marketing, whether that be organic or paid.

Opening the episode, once again, is PMW's News Reporter Reem Makari (2:45), who has been working day and night to bring you up to speed with Google's latest antitrust trial against the US Department of Justice. Listen as Reem and Joe set the stakes, reveal the biggest takeaways from day one of the trial, and look to the future through some expert analysis.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

Brat summer turns ‘very demure’: how brands can leverage viral TikTok moments

The future of affiliate marketing: AI, influencers, and beyond

What’s really happening in affiliate and influencer marketing?

Everything you need to know ahead of Google’s antitrust trial

Google vs. the DOJ day one: what we know so far

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Is audio advertising a viable performance marketing channel? The millions of Brits listening to music and podcasts everyday tell us there is certainly an active audience ready to be leveraged, but UK adspend indicates that marketers aren't yet sold on the medium.

To convince them otherwise, this episode of the Performance Marketing Unlocked podcast features Ed Couchman (20:19), Head of Sales for the UK and Northern Europe at Spotify. With over 626 million monthly active users, Ed believes Spotify represents why audio advertising is quickly becoming performance marketing's most underutilised advertising channel.

Like any good salesman, Ed brought his pitch along with him. From the medium's success in the US to Spotify Ads Manager's litany of case studies, even the most sceptical performance marketer will be hard-pressed to ignore audio's potential.

Opening the episode however, is PMW's News Reporter Reem Makari (2:56). Reem joined PMW from a podcasting background and famously adores the practice, so she jumped at the chance to go head-to-head with host Joe for some verbal jousting on why audio ads should demand more marketing dollars than alternative performance channels.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

Everything I’ve learnt about performance marketing and why I’m choosing to ignore it

Budweiser Brazil is transforming songs that name-drop its brand into audio ads on Spotify

Why brands should be harnessing the power of fandom

Spotify’s ad marketplace expands to Asia and Latin America with AI

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Maintaining brand safety in advertising is becoming increasingly difficult. From ensuring ads are placed within appropriate contexts to preventing wasted adspend caused by overzealous and outdated exclusion lists, modern digital advertising can be a minefield for publishers, advertisers, marketers and brands alike. And following news that X's lawsuit against the World Federation of Advertisers (WFA) will see it close down the Global Alliance for Responsible Media (GARM), brand safety just got even harder to secure.

This episode of the Performance Marketing Unlocked podcast features PMW's Editor Robin Langford (2:29), who takes us on a whistle-stop tour of the latest stories from across our news desk, with brand safety a central theme throughout. Touching on Amazon's partnership with Pinterest and TikTok, whether or not Google will have to sell part of its adtech business, and much more.

Also in this episode, Fiona Salmon (11:21), Managing Director of Mantis, joins us to discuss how X's lawsuit against the WFA led to the discontinuation of GARM and what the industry can expect with regard to brand safety and suitability going forward. In conversation with host Joseph Arthur, Fiona discloses why she thinks short-terminism isn't going anywhere, how Mantis is trying to help publishers get the most from their ad placements and why AI is the best path forward.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

‘It seems a bully has won’: Ad industry reacts to GARM’s demise after Musk’s X lawsuit

GARM to shut down following Musk's X antitrust lawsuit

US court rules Google’s search business broke antitrust laws: What next?

Amazon expands in-app shopping partnership to include TikTok and Pinterest

WARC: Brand safety tops advertisers’ programmatic advertising concerns

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