Short reads for short attention spans

Google to bring ads to Gemini, as AI answers push search CPCs higher

Google has confirmed plans to introduce advertising into its Gemini AI experience in 2026, signalling a major shift in how ads will surface within AI-driven search and assistant environments. At the same time, analysis highlighted by Search Engine Land shows that AI-generated answers are already reducing organic click-through, increasing pressure on paid search and contributing to rising CPCs for brands trying to maintain visibility.

Why it matters:

• As AI answers replace traditional search results, brands may need to pay more to stay visible, pushing CPCs upward.
• Advertising is moving from “search results pages” to AI-mediated discovery, changing how intent is captured.
• This strengthens the case for investing in brand demand, not just harvesting it via performance search.

Further reading at Ad Week:

Google plans ads in Gemini

WARC warns over-optimisation is undermining long-term brand growth

New analysis from WARC and supporting evidence from search industry data shows that brands overly focused on short-term performance metrics are eroding long-term effectiveness. As platforms push AI-driven optimisation tools, the risk is that brand investment is sacrificed for immediate, measurable gains, often at the expense of future demand.

Why it matters:

• Reinforces the long-standing evidence that sustainable growth requires consistent brand investment.
• Over-optimisation can drive diminishing returns as performance channels become more competitive and expensive.
• A balanced media strategy, brand + performance, is increasingly critical in an AI-shaped ecosystem.

Further reading at WARC:

The CMO’s guide to brand-building in the performance era

YouTube tests image carousels within the Shorts feed

YouTube is trialling still-image carousel ads inside its Shorts feed, allowing advertisers to serve swipeable static images alongside traditional video units. The format aims to give brands more flexibility in creatives and potentially lower CPM entry points within Shorts.

Why it matters:

• Adds another creative format inside YouTube’s fast-growing short-video inventory, ideal for performance and awareness.
• Static carousels can reduce creative production bottlenecks and lower costs vs full video assets.
• For advertisers, it widens the palette: you can test storytelling via multiple images running sequentially in a single placement.

Further reading at Social Media Today:

YouTube Tests Still Image Carousels Within Shorts Feed