Mackerel Media’s Search, Media & Digital Marketing Roundup – November 2025
November brought a number of updates across search, analytics and paid advertising, including new features Google Search Console, improvements to YouTube reporting and a report on advertising trends shaping 2026. Here’s our take on the latest developments in the media world.
AI Overviews: Amazing for Window Shopping!
New BrightEdge research shows that Google AI overviews are being used heavily during the product research phase before users switch back to traditional search when they are ready to buy. Across thousands of ecommerce keywords, AI overviews appeared most often for early-stage, informational queries, helping users to compare products, features and narrow down options. However, when users were ready to buy, they switched back to traditional search results. This report highlights the need to optimise product content by targeting informational, product related queries to capture users early in their purchase journey.
Google has started rolling out Waze ads to their Performance Max ad campaigns for local stores. This new update means that storefronts will now show up to users as a promoted pin within the Waze driving app, targeting users who are driving nearby. This new feature is currently being trialled in the US with hope that it will soon be available to users in Europe and the rest of the world.
Search Console Separates Brand Fans from Browsers
A new filter has been added to Search Console so that you can now separate branded and non-branded search queries. This filter makes it easier for businesses to see how many users are searching specifically for their brand name versus those looking for general related keywords. This filter is particularly useful as it allows you to quickly identify how much traffic to your domain is based on brand awareness compared to more generic discovery, making it easier to evaluate content performance and identify potential opportunities for growth.
YouTube Improves Clarity on Authentic Audience Engagement
YouTube has updated its analytics to separate organic and paid performance, giving creators a clearer view of how content performs without promoted ads views affecting the data. Channels can now filter views, watch time and engagement by traffic source, and YouTube has confirmed that ads do not influence organic reach. This update gives creators a more accurate view of true content performance and helps distinguish between engagement drops caused by content quality versus those caused by reaching new audiences through ads.
Humans Are Still Winning the Popularity Contest Against AI
While many marketers are using AI for content and ad creative, The Current reports that most users still prefer content that feels human and distinctive. This growing dependence on AI for speed and efficiency is leading to an influx of repetitive, low-quality content which often results in lower engagement, lack of trust in the product shown and ultimately damages how brands are perceived. Recent examples, such as Coca-Cola’s AI-generated holiday ads containing noticeable visual glitches, also show how easily automated content can undermine brand perception when not carefully managed. Whilst AI can support idea generation, it is important that brands maintain a strong creative style and tone, especially as social media feeds continue to become more saturated with more AI generated content.
Outside of search, Google has proposed making significant changes to its ad-tech tools as it tries to avoid an EU-mandated divestment following a multibillion-euro antitrust case. This new outline would give publishers more control over pricing and allow other ad-tech platforms to connect into Google ads setup, effectively reducing Google’s influence over how ad auctions run whilst creating a more competitive buying environment.
2026 Motto: Bigger Budgets, Bigger Brand Building, Bigger Dreams
Isba has reported that almost two-thirds of UK advertisers plan to spend more next year with a stronger focus on brand-building. According to their data, 37% of advertisers expect to increase their brand advertising investment, while only 14% plan on increasing their performance activity. Channels such as connected TV, digital video, paid social, influencers and retail media are expected to grow, while linear TV and print spending continues to decline. These trends show that advertisers are moving away from short-term performance spend and towards long-term, brand focused growth.
Does your brand suffer from a Salience Gap?
Finally, in a recent LinkedIn post, Mackerel Media Managing Director Nick Craig explores the ‘Salience Gap’ – why being known doesn’t always translate to being chosen – and highlighted the importance of ‘Unified Media’. Read the full post here.
