HansMediaBuyer.com — Daily Digest — August 18, 2025
Media Buyer Brief – Aug 18, 2025: PMax Controls, CTV Growth, TikTok Surge
1. Google Ads Platform Update
Performance Max just got sharper:
- Cross-campaign negative keyword lists now live. Better brand safety, less overlap.
- Search themes per asset group doubled to 50.
- Expanded demographic targeting: age, device, and beta gender settings added.
- New reports: new-customer conversions, diagnostics, final-URL visibility.
- Channel performance and AI image suggestions now available for creatives.
Sources: Google Ads Help, Granular Marketing, Roar Digital, Reddit, Wurl
2. U.S. Media Buying Trend
- $169B total U.S. local ad spend for 2025 — down 2.4%
- Digital channels now dominate: $90.4B, or 53.7% share
- CTV/OTT grows +29.3% YoY
- Digital video ad spend: $72.4B, up 14%
- Amazon Prime Video is closing in on YouTube, may lead U.S. CTV ad revenue by 2027
Sources: BIA Advisory, IAB, Marketing Dive, Mountain Research, TV Tech
3. Quick Strategy Tip
Use PMax’s new tools:
- Set up cross-campaign negatives to avoid overlap and protect branded terms.
- Broaden search themes for top-funnel growth.
- Allocate test budgets toward CTV, especially where Prime Video and digital video are booming.
4. Philippines Market Insight
- Mobile screen time hits 5h 21m daily per user.
- TikTok ad reach up 27%, now reaching over 53% of the population.
- Social commerce and influencer-led content dominate.
Sources: Nyxsys Philippines, Meltwater, etavrian.com, ROAR Digital
5. Data Snapshot
- PMax Upgrades: cross-campaign negatives, 50 search themes, targeting/diagnostics enhanced
- U.S. Ad Spend: $169B total, $90.4B digital, CTV +29.3%
- Digital Video: $72.4B forecast, 58% of all TV/video spend
- CTV Leaders: Prime Video to surpass YouTube by 2027
- PH Trends: 5h21m/day mobile use, TikTok reach up 27%
About HansLacida.com
Daily insights on Google Ads, media buying, and digital trends. Clear, actionable updates for advertisers who want results.
About Hans Lacida
Google Ads strategist with 10+ years managing high-budget accounts across the U.S., Australia, and New Zealand. Delivered up to 20x ROAS and scaled campaigns past $300K monthly. Founder of Zeldigital and KaizenStrategy Solutions.
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