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Google Marketing Live 2025 > Effectievere marketingstrateeg?

May 23, 2025

Google Marketing Live 2025

Introduction

  • Speaker: Philipp Schindler
  • Event: 12th Google Marketing Live
  • Greetings: Welcome to attendees in Bay View, Dublin, and globally (140+ countries).
  • Tour Announcement: GML going on tour to 9 cities in APAC this summer.

Recap of Innovations

  • Project Astra & Gemini App: AI assistant features now widely available.
  • AI Innovations: Launch of Gemini 2.5 and Imagen 4 models.
  • NotebookLM: Viral AI research tool generating audio overviews.
  • Scientific Breakthroughs: DeepMind's AlphaFold won a Nobel Prize.
  • Quantum Computing: Google solved a problem in 5 minutes, a supercomputer would take 10 septillion years.

AI Infrastructure

  • AI Stack: From custom TPUs to data centers enhancing AI research capabilities.

Marketing and Consumer Trends

  • Consumer Behavior: Shift in how consumers use Search, streaming, scrolling, and shopping.
  • Search Trends: Gen Z are heavy search users; AI is enhancing search capabilities.

AI in Search and Advertising

  • AI Powered Discovery: Ads integrated into AI Overviews in Search.
  • Multimodal Understanding: Predictive AI in understanding consumer intent.
  • Agentic Action: Facilitating consumer purchase decisions.

Streaming & YouTube

  • YouTube Dominance: Most watched streaming service on TV.
  • YouTube Shorts: Growing user engagement with unique audiences not on other platforms.
  • Creators: Seen as trusted partners for brand collaborations.

Shopping and ROI

  • Google's Advantage: High return on ad spend with Google Search and YouTube.
  • New Campaign Models:
    • Performance Max: Unified campaign across all Google channels.
    • AI Max for Search: Enhanced search campaigns with AI features.
    • Demand Gen: Engages audiences across visual surfaces.

Creative and Content Tools

  • Generative AI for Creative: Asset Studio to generate and enhance creative assets.
  • Video and Images: AI-generated content and enhancements like outpainting.

Measurement and Data

  • Modern Measurement Plan: MMM, attribution, and incrementality experiments.
  • Data Management: New tools to integrate and optimize data sources.

Closing Remarks

  • Agentic Solutions: New AI-driven assistance tools for businesses.
  • Key Takeaways:
    • Real-time customer engagement with high ROI.
    • Enhanced search and YouTube capabilities.
    • Importance of AI-fueled creativity, measurement, and data.

Final Note

  • Innovation and Collaboration: Emphasis on the continuous evolution of marketing strategies powered by AI and collaboration with Google.

This event highlighted the impressive advancements in AI technology at Google, focusing on how these innovations are reshaping marketing strategies to be more integrated, predictive, and effective.

Full transcript