Insights

Insights

47 insights
FeaturedAgency Enablement4 min read

How Wriggle Marketing Built a Microsoft Advertising Specialism Into Its B2B Practice

Wriggle Marketing has scaled Microsoft Advertising adoption across its B2B client base by treating the channel as a structural part of paid media strategy, not an afterthought. The agency case study points at what most B2B paid teams still miss: job function and company targeting that Google cannot match.

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How Wriggle Marketing Built a Microsoft Advertising Specialism Into Its B2B Practice
TikTok and Circana: 97 Geo Lift Studies Reveal What Actually Drives FMCG Sales in Europe
TikTokTikTok Strategy
6 min read

TikTok and Circana: 97 Geo Lift Studies Reveal What Actually Drives FMCG Sales in Europe

TikTok partnered with Circana on 97 geo lift studies across six European markets to isolate what campaign variables move in store FMCG sales. The results upend a few common assumptions about timing, format choice, and how long a campaign needs to run.

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Microsoft Advertising Opens 2026 Partner Award Nominations: What Agencies Should Submit For
MicrosoftAgency Enablement
3 min read

Microsoft Advertising Opens 2026 Partner Award Nominations: What Agencies Should Submit For

Microsoft Advertising has opened nominations for its 2026 Partner Awards across nine categories. For agencies and channel partners, the submission window through 15 July is a signal of where Microsoft is putting weight in the ecosystem, not just a recognition exercise.

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TikTok Salesforce Integration Spans Agentforce Sales, Marketing, Commerce, and Data 360
TikTokB2B Targeting
4 min read

TikTok Salesforce Integration Spans Agentforce Sales, Marketing, Commerce, and Data 360

TikTok's expanded Salesforce partnership now spans Agentforce Sales, Marketing, Commerce, and Data 360. For enterprise brands running Salesforce as the CRM backbone, TikTok activity now syncs as a first class data source.

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Microsoft Names the Shortlist Economy: What Agentic Commerce Means for Product Visibility
MicrosoftAI and Copilot
6 min read

Microsoft Names the Shortlist Economy: What Agentic Commerce Means for Product Visibility

AI agents are deciding which products consumers consider before any comparison happens. Microsoft Advertising's latest framing introduces the Shortlist Economy and shifts priority from upper funnel display to structured product data.

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Microsoft's Three Levers for Brand Control in AI Powered Search: See, Steer, Prove
MicrosoftAI and Copilot
6 min read

Microsoft's Three Levers for Brand Control in AI Powered Search: See, Steer, Prove

73 percent of marketers now prioritise content optimised for AI generated answers. Microsoft Advertising's latest framing reframes brand control as upstream input management across visibility, conversion signals, and measurement.

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Microsoft Advertising May 2026 Updates: New Import Center, Cross Account Portfolio Bidding, Data Driven Attribution
MicrosoftEcosystem Updates
4 min read

Microsoft Advertising May 2026 Updates: New Import Center, Cross Account Portfolio Bidding, Data Driven Attribution

Microsoft Advertising has shipped a centralised import hub for Google and Meta migrations, cross account portfolio bidding for Search and Shopping, and data driven attribution is rolling out to all advertisers by end of month.

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Microsoft Advertising Brings LinkedIn Profile Targeting to Connected TV
MicrosoftB2B Targeting
4 min read

Microsoft Advertising Brings LinkedIn Profile Targeting to Connected TV

Microsoft Advertising has extended LinkedIn profile targeting into connected TV campaigns. For B2B advertisers, it merges professional audience precision with the streaming inventory that has historically lacked it.

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TikTok Market Scope: First Party Analytics for Audience Strategy Across the Full Funnel
TikTokTikTok Strategy
7 min read

TikTok Market Scope: First Party Analytics for Audience Strategy Across the Full Funnel

TikTok Market Scope brings paid, organic, and branded data into a single analytics platform with brand perception, tentpole strategy, and dual purchase path tracking. The Circana data behind it shows consideration audiences driving 4.2x higher incremental sales than awareness audiences.

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TikTok One: AI Creator Search and Content Suite Built for Performance Production
TikTokTikTok Creative
5 min read

TikTok One: AI Creator Search and Content Suite Built for Performance Production

TikTok One consolidates creator discovery, collaboration, and Spark Ads activation into a single platform. North American clients running TikTok One creator content boosted with Spark Ads see 159 percent higher engagement at comparable CPM rates.

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TikTok Growth Max for Mini Series Delivers 3x Day Zero ROAS for Episodic Content
TikTokTikTok Commerce
4 min read

TikTok Growth Max for Mini Series Delivers 3x Day Zero ROAS for Episodic Content

TikTok Growth Max amplifies episodic Mini Series content with in app ads and premium episode unlocks. Test campaigns show 3x higher Day Zero ROAS with in app advertising and 1.5x with in app purchases versus standard campaigns.

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Rewarded Portals: How Microsoft's Candy Crush Ad Format Drives 2x Brand Lift
MicrosoftEcosystem Updates
3 min read

Rewarded Portals: How Microsoft's Candy Crush Ad Format Drives 2x Brand Lift

Microsoft has opened a new opt in ad surface in Candy Crush Saga. Early tests show more than double the brand lift on recall, consideration, and purchase intent when Rewarded Portals are layered into broader campaigns.

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Microsoft Advertising Adds Search Term and Landing Page Reporting to Performance Max
MicrosoftSearch and Shopping
4 min read

Microsoft Advertising Adds Search Term and Landing Page Reporting to Performance Max

Performance Max is becoming less of a black box. Microsoft Advertising now reports search terms, landing pages, and publisher conversions inside PMax, plus full auction insights are on the way.

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TikTok HubSpot Native Integration Closes the B2B Funnel Gap
TikTokB2B Targeting
4 min read

TikTok HubSpot Native Integration Closes the B2B Funnel Gap

TikTok has launched a native HubSpot integration covering CRM audience activation, conversion tracking, and unified reporting. For B2B teams, it removes the operational friction that kept TikTok off most considered purchase plans.

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Why AI Search Compresses the Customer Journey on Microsoft Advertising
MicrosoftAI and Copilot
5 min read

Why AI Search Compresses the Customer Journey on Microsoft Advertising

AI is shortening the path from discovery to decision, not removing the need for search. New Microsoft data shows multi word queries on AI Answers rose sharply year on year while single word queries dropped six percent.

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Three Eras of the Web: How Microsoft Advertising Is Building for the Agentic Future
MicrosoftAI and Copilot
7 min read

Three Eras of the Web: How Microsoft Advertising Is Building for the Agentic Future

Automated traffic is growing eight times faster than human traffic. Microsoft Advertising's response is a stack of tools that lets brands stay visible across the human web, the AI assisted web, and the emerging agentic web.

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Microsoft Advertising's AI Era Refresh: LinkedIn Seniority Targeting, Audience Generation, and AI Max for Search
MicrosoftEcosystem Updates
5 min read

Microsoft Advertising's AI Era Refresh: LinkedIn Seniority Targeting, Audience Generation, and AI Max for Search

Microsoft Advertising has shipped its biggest product refresh of the year. LinkedIn targeting now segments by ten levels of seniority, AI Max for Search is delivering 5 percent higher click through rates, and audience generation uses natural language to build cohorts.

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Microsoft Advertising April 2026 Updates: PMax Imports From Google, Landing Page Reporting, Seasonality on Portfolios
MicrosoftEcosystem Updates
5 min read

Microsoft Advertising April 2026 Updates: PMax Imports From Google, Landing Page Reporting, Seasonality on Portfolios

Performance Max campaigns with new customer acquisition goals can now import directly from Google Ads. Landing page reporting is live, seasonality adjustments work on portfolio bids, and campaign names get a 400 character limit.

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Why TikTok Ad Creative Burns Out Fast and How to Keep Pace
TikTokCreative Strategy
4 min read

Why TikTok Ad Creative Burns Out Fast and How to Keep Pace

TikTok creative fatigue sets in within days, not weeks. Brands that win treat creative production as a supply chain, not a campaign.

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Microsoft's AI Performance Dashboard Lets You Track Where Your Brand Appears in AI Answers
MicrosoftAI and Copilot
3 min read

Microsoft's AI Performance Dashboard Lets You Track Where Your Brand Appears in AI Answers

Half of consumers already use AI powered search. Microsoft's new AI Performance dashboard in Bing Webmaster Tools gives advertisers visibility into how and where their content gets cited in AI generated answers.

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FIFA World Cup 2026: How Microsoft Advertising Reaches Nearly 6 Billion Football Fans
MicrosoftRetail Planning
4 min read

FIFA World Cup 2026: How Microsoft Advertising Reaches Nearly 6 Billion Football Fans

The 2026 World Cup will draw nearly 6 billion viewers across 104 matches. Microsoft's ecosystem covers the full fan journey from trip planning through match day, and 78 percent of fans are already using AI tools to prepare.

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Microsoft Advertising March 2026 Updates: Performance Max Negative Keywords, Simplified Bidding, and Lodging Diagnostics
MicrosoftEcosystem Updates
3 min read

Microsoft Advertising March 2026 Updates: Performance Max Negative Keywords, Simplified Bidding, and Lodging Diagnostics

Performance Max gets self serve negative keywords with a 5,000 keyword limit. Microsoft also simplified its bid strategy options and launched health check diagnostics for Lodging campaigns.

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TikTok's Attribution Portfolio Closes the Last Click Reporting Gap
TikTokTikTok Strategy
6 min read

TikTok's Attribution Portfolio Closes the Last Click Reporting Gap

TikTok has launched a measurement portfolio that captures the full conversion journey across first touch and last touch attribution. The Google Analytics integration is the most significant piece, with advertisers reporting 54 percent more conversions in early tests.

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Ramadan 2026: What Microsoft Advertising Search Data Tells Us About Timing and Market Differences
MicrosoftRetail Planning
4 min read

Ramadan 2026: What Microsoft Advertising Search Data Tells Us About Timing and Market Differences

Beauty searches in Qatar spiked 146 percent during Ramadan. In Saudi Arabia, the same category grew just 11 percent. New data from Microsoft Advertising reveals why treating Ramadan as one regional campaign leaves serious performance on the table.

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AI Agents Are Replacing Clicks. What That Means for Microsoft Advertising Campaigns.
MicrosoftAI and Copilot
4 min read

AI Agents Are Replacing Clicks. What That Means for Microsoft Advertising Campaigns.

59 percent of consumers say they would use AI agents instead of websites for certain tasks. Microsoft owns much of the infrastructure where this shift is happening. What search advertisers should be preparing for now.

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Advanced Consent Mode on Microsoft Advertising: How to Maintain Measurement When Users Decline Cookies
MicrosoftEcosystem Updates
4 min read

Advanced Consent Mode on Microsoft Advertising: How to Maintain Measurement When Users Decline Cookies

Nearly half of consumers sometimes or rarely accept cookies. 77 percent use at least one privacy tool. Microsoft Advertising's Advanced Consent Mode fills the measurement gap without collecting additional data.

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Microsoft Advertising's New Performance Max Learning Path: What It Covers and Whether It Is Worth Your Time
MicrosoftEcosystem Updates
3 min read

Microsoft Advertising's New Performance Max Learning Path: What It Covers and Whether It Is Worth Your Time

Performance Max paired with search ads delivers 3x return on ad spend and 32 percent lower cost per acquisition. Microsoft now offers a structured learning path with certification. Here is what it includes.

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Microsoft Advertising Product Updates for February 2026: Ad Preview Hub, Performance Max Negative Keywords, and More
MicrosoftEcosystem Updates
3 min read

Microsoft Advertising Product Updates for February 2026: Ad Preview Hub, Performance Max Negative Keywords, and More

Three notable updates this month. A new ad preview hub for audience ads, self serve negative keywords for Performance Max in open beta, and customer acquisition goals now generally available globally.

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TikTok's New AI Ad Formats Target Entertainment Brands Where They Live
TikTokAd Formats
3 min read

TikTok's New AI Ad Formats Target Entertainment Brands Where They Live

TikTok launched two AI powered ad formats for entertainment marketers in Europe. For streaming services and ticketed events, they turn viewing behaviour into targeting signal.

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Microsoft Advertising Partner Program 2026: New Badges, Awards, and What They Signal for Agencies
MicrosoftEcosystem Updates
3 min read

Microsoft Advertising Partner Program 2026: New Badges, Awards, and What They Signal for Agencies

Microsoft Advertising has refreshed its partner tiers and celebrated its tenth year of partner awards across four global regions. For agencies building a Microsoft Advertising practice, the programme signals where the ecosystem is heading and what credentials matter.

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TikTok Symphony: What the AI Creative Suite Means for Performance Production
TikTokTikTok Creative
5 min read

TikTok Symphony: What the AI Creative Suite Means for Performance Production

TikTok Symphony now spans video generation, image to video, digital avatars in 30 languages, and dubbed translations. The shift it forces on production teams is bigger than the feature list suggests.

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TikTok's US Joint Venture Removes a Key Risk for Brands
TikTokRegulation and Policy
4 min read

TikTok's US Joint Venture Removes a Key Risk for Brands

The new TikTok USDS Joint Venture shifts majority ownership and data control to US based entities. For advertisers, it removes the shutdown risk that has hovered over media plans for nearly two years.

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TikTok Smart+ Hits 29 Percent CPA Improvement in Sales Campaigns
TikTokTikTok Strategy
6 min read

TikTok Smart+ Hits 29 Percent CPA Improvement in Sales Campaigns

TikTok's Smart+ portfolio now spans creative, audience, placement, and reporting automation. Sales tests show 29 percent lower CPA versus manual campaigns, with controls advertisers can toggle off when they need them.

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Instacart TikTok Ads Manager Integration: Retail Media Targeting for CPG Brands
TikTokTikTok Commerce
4 min read

Instacart TikTok Ads Manager Integration: Retail Media Targeting for CPG Brands

Instacart became the first retail media network with native TikTok Ads Manager integration in October 2025. CPG advertisers can target Instacart shoppers, build shoppable TikTok ads, and track closed loop grocery conversion across 180 million monthly US TikTok users.

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TikTok Travel Ads: How Smart+ AI Connects Discovery to Booking
TikTokTravel Trends
4 min read

TikTok Travel Ads: How Smart+ AI Connects Discovery to Booking

TikTok launched Travel Ads in September 2025 to capture trip planning moments. 66 percent of TikTok users name the app as their primary travel inspiration source, and users are 2.6x more likely to book after searching on the platform.

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TikTok Creator Search Insights: Finding Content Opportunities Where Users Actually Search
TikTokTikTok Strategy
7 min read

TikTok Creator Search Insights: Finding Content Opportunities Where Users Actually Search

73 percent of TikTok users search at least once daily. Creator Search Insights surfaces trending searches, content gaps, and audience specific search behaviour. For brands building TikTok strategies, the tool is the closest thing TikTok has shipped to a keyword research platform.

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TikTok Search Ads Deliver 2x Purchase Lift in Year One Performance Data
TikTokTikTok Strategy
4 min read

TikTok Search Ads Deliver 2x Purchase Lift in Year One Performance Data

TikTok Search Ads Campaign meta analysis shows 2x overall purchase lift when search ads are included. Enterprise advertisers see 2.2x lift, and enterprise retail delivers 1.9x purchase lift with stronger ROAS than non search campaigns.

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GMV Max: How TikTok Shop's Unified Automation Drives 20 Percent GMV Lift
TikTokTikTok Commerce
6 min read

GMV Max: How TikTok Shop's Unified Automation Drives 20 Percent GMV Lift

TikTok Shop merchants can now run paid ads, organic content, LIVE, affiliates, and commissions inside a single automated GMV Max campaign. Testing shows 20 percent GMV uplift versus separated campaigns.

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How to Turn Microsoft Advertising into a Meaningful Revenue Contributor
MicrosoftSearch and Shopping
7 min read

How to Turn Microsoft Advertising into a Meaningful Revenue Contributor

Most advertisers treat Microsoft Advertising as an afterthought. Here is a practical framework for turning it into a channel that consistently contributes 5 to 10 percent of total paid search revenue.

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Retail Peak Starts Earlier Than You Think. What SMB Advertisers Should Do in September.
MicrosoftRetail Planning
5 min read

Retail Peak Starts Earlier Than You Think. What SMB Advertisers Should Do in September.

EMEA retail activity begins building months before Black Friday. Advertisers who activate early benefit from lower CPCs and warmer audiences by the time competition intensifies.

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Why LinkedIn Profile Targeting Changes the B2B Search Playbook
MicrosoftB2B Targeting
6 min read

Why LinkedIn Profile Targeting Changes the B2B Search Playbook

No other search platform lets you combine keyword intent with professional audience data. Here is how to use LinkedIn targeting layers inside Microsoft Advertising to reach the right decision makers.

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What Travel Advertisers Can Learn from Last Minute Booking Behaviour
MicrosoftTravel Trends
5 min read

What Travel Advertisers Can Learn from Last Minute Booking Behaviour

Last minute hotel searches represent some of the highest intent moments in travel advertising. How to structure campaigns that capture this demand efficiently on Microsoft.

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Search, Shopping, and Audience. A Smarter Microsoft Mix for E-commerce.
MicrosoftSearch and Shopping
8 min read

Search, Shopping, and Audience. A Smarter Microsoft Mix for E-commerce.

Running Search alone on Microsoft Advertising leaves value on the table. A multi format approach combining Search, Shopping, and Audience campaigns drives deeper engagement and better returns.

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Where Microsoft Advertising Fits in a Modern Media Mix
MicrosoftBenchmarks
6 min read

Where Microsoft Advertising Fits in a Modern Media Mix

Your media mix is probably over concentrated. Here is how Microsoft Advertising creates structural diversification and captures demand your primary channels are missing.

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What Copilot Means for Search Advertising and Why Microsoft Has the Advantage
MicrosoftAI and Copilot
7 min read

What Copilot Means for Search Advertising and Why Microsoft Has the Advantage

AI is reshaping how people search. Microsoft's integration of Copilot across its ecosystem creates new advertising surfaces and opportunities that forward thinking advertisers should understand now.

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Building a Microsoft Advertising Offering Inside Your Agency. A Practical Guide.
MicrosoftAgency Enablement
9 min read

Building a Microsoft Advertising Offering Inside Your Agency. A Practical Guide.

Most agencies underserve Microsoft Advertising because they lack platform depth. Here is how to build a credible, profitable Microsoft practice without hiring a dedicated team.

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Beyond Bing. Understanding the Full Microsoft Advertising Ecosystem
MicrosoftEcosystem Updates
6 min read

Beyond Bing. Understanding the Full Microsoft Advertising Ecosystem

Microsoft Advertising reaches audiences across search, browser, content, email, gaming, and AI surfaces. Thinking beyond Bing is the first step to unlocking the platform's full potential.

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