Digital Connect May 29, 2025
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Welcome to DCW Media’s May 29th edition of Digital Connect, our bi-weekly coverage of platform updates and vertical trends. We’re looking at AI taking a starring role in ad platforms, true incremental CTV reach, and the rise of trade schools.
Platform Updates:
LinkedIn is the latest ad platform to integrate powerful new AI features. LinkedIn's 'Accelerate Campaigns' predict high-intent audiences based on user signals, generate and test ad copy, and automate bidding. LinkedIn remains the premier platform for B2B advertisers due to its first-person professional targeting and in-feed contextual benefits. As AI tools grow more sophisticated, the efficiency and potential of digital channels will continue to rise. DCW is well-positioned to navigate these tools for clients while providing insights, strategy, experience, and cross-channel integrations that only a (human) ad agency can.
Speaking of AI...Google has announced that advertisers using broad match search keywords, Performance Max, and Shopping campaigns will now be eligible to appear in the AI overview sections overtaking search result pages. This provides a big opportunity to establish authority in a very high visibility placement. However, questions remain on how these results will be bid on, and how Google will ensure brand safety. DCW has over a decade of experience tracking and adjusting to the constantly changing Google landscape. It's more important now more than ever for advertisers to partner with veteran agencies who take advantage of new opportunities while keeping an eye on potential pitfalls.
DCW can specifically target cord cutters and 'cord nevers' with highly targeted CTV ads that ensure no overlap with cable TV households. Our partnership with JamLoop CTV enables purely incremental reach and no overlaps, creating campaigns that reach households that are not already viewing a client's ads on their linear television. Thinking about adding CTV to your admix? Reach out to DCW today!
Vertical Trends:
Trade school enrollment is up 5% since 2020 as more and more students are electing to go after more immediately marketable skills. This shift is especially important given lagging college enrollment during the same period. The most robust sectors include healthcare, beauty& wellness, and culinary arts. It should be noted that there has also been a corresponding increase in trade school searches and other related digital engagement as a result. DCW has years of education recruitment experience, with an unmatched knowledge of the high school/returning student audience while running hundreds of education campaigns that drove efficient ROI.
Healthcare organizations are turning more and more to digital media to fill nursing and technology roles. Preferred platforms include programmatic, LinkedIn, and TikTok. DCW is well-versed in all three and has a lot of experience with recruitment campaigns. Let’s build a custom strategy for your healthcare hiring needs.
