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Instagram’s on Google. TV’s Built for Performance. And AI Still Needs You at the Wheel.

Instagram’s on Google. TV’s Built for Performance. And AI Still Needs You at the Wheel.

Attention is getting harder to earn — and platforms are shifting under our feet. Instagram’s content is now searchable on Google, paid media is getting more expensive, and the 2025 TV upfronts are pushing streaming deeper into the brand strategy mix.

Here’s what matters this week – let’s dive in.

📱 Your Instagram posts are now showing up on Google

As of July 10, public content from Instagram business and creator accounts is now indexed by Google. That means your Reels, carousels, photos, captions, and even alt text can show up in organic search results — and not just inside the Instagram app. Instagram surfaced this as a push to break out of its “walled garden” and expand discoverability beyond its app.

So, what should marketers do next? Take advantage of the visibility!

  • Start writing captions like headlines — lead with search intent.
  • Add rich, keyword-driven alt text to every image.
  • Treat IG posts like content assets, not just social blurbs

It’s no longer “just a post.” You can now track performance via Google Search Console, measure keyword rankings, and align Instagram strategy with your broader content and SEO goals.

🔗 Read more here

🔍 4 search trends to monitor during 2H 2025

Paid search is getting more expensive, more automated, and more regulated — but savvy marketers can still win.

  1. CPCs are rising, but so is opportunity:Rising ad costs mean performance marketers must get smarter with bidding strategies and ROI optimization.
  2. AI is driving, but you’re still the GPS:Automation is essential, but human strategy and creative direction remain your competitive edge.
  3. Privacy is reshaping targeting:First-party data is now critical as cookies fade and regulations tighten.
  4. Control is fading:Less visibility into targeting and reporting means marketers must double down on creative testing and measurement.

🔗 Full story here

📱 Key takeaways from the 2025 TV Upfronts

TV is evolving into a multi-dimensional marketing platform—as ad-supported streaming surges, live events dominate, ecosystems expand, and ad-tech gets smarter.

  1. Ad-Supported streaming is mainstream:Ad-tier plans are no longer niche: Netflix, Disney+, Amazon, Peacock, Paramount+ and Max all report strong growth in ad-plan sign-ups—over 40% of new subs in some cases. Streaming has plateaued in subscription uptake (~5.7 platforms per household), so ad tiers are the growth driver. This surge offers you broadcast-scale reach with precise digital targeting—best of both worlds.
  2. Content quality Is non-negotiable:Platforms showed strength with premium upcoming programming—Marvel, originals, celebrity-hosted content, and franchise extensions. 36% of consumers still prioritize original content when subscribing. Your ads need to align with high-quality environments. Strategic creative placement here boosts brand perception.
  3. Advanced ad tech sets the pace:Innovations like interactive and shoppable ads, AR/VR previews, AI-driven ad insertion, and real-time personalization took center stage. Use these formats to deepen engagement—make your campaigns immersive and trackable.
  4. Ecosystems are the new competitive edge:Amazon positioned itself as an integrated commerce-and-entertainment hub—from Prime Video and Twitch to Music and AR commerce. Apple, YouTube, and others are tightening their ecosystems too. These ecosystems offer multiple touchpoints across the funnel—benefiting brands looking to activate comprehensive consumer journeys.
  5. Live Events = Advertising Gold:Sports (NFL, NBA, Olympics), exclusive concerts, and live broadcasts are universal. Streaming platforms are grabbing live rights to capitalize on appointment viewing. Live moments generate scale, urgency, and can’t-miss attention—ideal for high-impact campaigns.

🔗 Full story here

That’s Cool!

How can you not be romantic about baseball? Major League Baseball is receiving a lot of praise for their tribute of Hank Aaron during the All-Star Game last week. The on-field tribute featured a hologram showing the legendary slugger’s then-record-breaking 715th home run in 1974, passing Babe Ruth for the most career home runs.

Take a look here.

🚨 New Podcast Alert!

In this episode, host Katie Flynn chats with Chief Media Officer Bob Burch to discuss trending topics in media. They cover the rise of snackable ad news content from creators like “Breaking & Entering,” Bose’s experimental pullback on branded paid search, and how Josh Allen’s authentic presence boosts brand campaigns like Natrol.

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