OMG Ups Its Search Game With Google, Amazon, TikTok

Introduction

At CES, the focus has been on the evolving landscape of search, with Joanna O'Connell and her team conducting comprehensive research on the future of search. The shift in search behavior, particularly among Gen Z, is notable. Previously, Google was the dominant search engine, but research indicates that Gen Z is now starting their search journeys on TikTok. Additionally, platforms like Amazon play a crucial role in product discovery and purchasing. Even Smart TVs are becoming places where users search for shows and actors.

The change in search behavior can be attributed to both advancements in technology and shifting consumer habits. Consumers are increasingly using TikTok for product research and influencer content, while also interacting with Amazon for purchasing. This trend reflects a broader fragmentation in the search ecosystem, where discovery and purchases are happening across multiple platforms.

During CES, OMG made several key announcements on their partnership front. On Monday, they unveiled a new data feed with Google, which will provide previously unavailable insights into brand keyword and competitive keyword data. This innovation is designed to enhance search performance and inform audience targeting through AI-driven agents. The goal is to improve search in its current form while preparing for future developments.

The following day, OMG announced a partnership with Amazon, allowing them to access five years of consumer purchase history, compared to the previous limitation of one year. This significant enhancement will boost retail search performance and ad optimization on the platform.

On Wednesday, a partnership with TikTok was unveiled, building on extensive collaboration over the past 18 months. OMG will leverage TikTok's keywords, where many Gen Z users begin their search journeys, to inform influencer content strategies. This is a continuation of their efforts to optimize TikTok shops and influencer identification.

Additionally, a co-development with Roku was announced, which will enable the enrichment of first-party and Omni audiences using search data. This approach positions OMG uniquely within the competitive landscape, allowing them to provide valuable data insights that their competitors may not access.

Overall, these announcements are set to help clients gain a competitive advantage by offering unique insights and data that differentiate them from their competitors. With a renewed focus on search, OMG aims to drive increased ROI for clients in this evolving market.

Keywords

Gen Z, Search Behavior, TikTok, Amazon, Google Partnership, Data Feed, Influencer Content, Purchase History, Roku, Competitive Advantage.

FAQ

Q: What has changed in how Gen Z conducts searches?
A: Gen Z is increasingly starting their search journeys on platforms like TikTok instead of traditional search engines like Google.

Q: How is OMG enhancing its search capabilities?
A: OMG has partnered with Google to access new keyword data, which will improve planning and performance in search marketing.

Q: What improvements are being made in partnership with Amazon?
A: OMG now has access to five years of consumer purchase history from Amazon, enhancing their ability to optimize retail advertising strategies.

Q: What is the significance of the partnership with TikTok?
A: OMG is leveraging TikTok's search data and influencer content to better serve brands targeting Gen Z consumers.

Q: How will OMG and Roku's collaboration benefit clients?
A: The partnership will allow for the enrichment of audience data with search insights, providing clients with unique data for enhanced targeting and strategy development.