[Marketing Week] Bob Koigi: From Google to TikTok: The new era of search is here

Search is undergoing a radical change. No longer confined to Google’s blank search bar, it has exploded across social and video platforms, reshaping how consumers discover, research, and buy.

According to WARC Media, search advertising now commands 22% of global media budgets, set to hit $265.5bn by 2026. But the real story isn’t just growth—it’s where and how search is happening.

New research from WARC and TikTok reveals a seismic shift: 48% of Gen Z now search more on social/video platforms than three years ago, compared to just 19% using AI-assisted search. Even more striking: 86% of Gen Z searches weekly on TikTok, nearly matching traditional search engines and far outpacing AI platforms.

These numbers matter because they redefine what search means for marketers. Where once search was the final touchpoint before purchase, it now marks the beginning of a more immersive, multifaceted brand interaction.

Campaigns of the week

Sprite is taking its Obey Your Thirst campaign from the hardwood to the gridiron in 2025 with new creative featuring Jalen Hurts, Super Bowl LIX MVP quarterback of the Philadelphia Eagles.

Škoda, one of the main partners of the Tour de France, and FCB London are turning penis graffiti into an OOH platform to promote the Tour de France Femmes avec Zwift. Every year, hundreds of penises are graffitied onto the race route during the men’s Tour de France.

Spotify has unveiled 'Read Like You Listen' – a new campaign that encourages fans to experience audiobooks with the same passion, energy and obsession as they do music. Through a mix of videos and striking creative visuals, Spotify shows how easily fans can press play on a thrilling new '14-hour banger'.

Agencies and accounts

Dentsu has announced a significant expansion of its longstanding partnership with BMW Group, securing the integrated media business for BMW, MINI, and BMW Motorrad across 23 markets in Europe . The new contract is set to begin on 1 January 2026.

West Cary Group, a marketing, advertising and technology firm headquartered in Richmond, Virginia, has been selected as the agency of record for ABNB Federal Credit Union.

C&C Group plc, the UK drinks company, has appointed ARK Agency as lead creative and strategic agency for Menabrea, the premium Italian Alpine lager. ARK Agency has been appointed to support the next stage of expansion for the brand in the UK.

Financial reporting

This week, more companies and agencies continued to report their financial performance.

Serviceplan Group has closed the 2024/2025 fiscal year with another record result, achieving revenue of €866 million. Despite a challenging economic environment, the largest independent agency group in Europe delivered exceptional performance.

On the other hand, Global communications group Havas posted a second consecutive quarter of organic growth acceleration, with net revenue rising by 2.6% on an organic basis in Q2 2025, up from 2.1% in the first quarter.

Partnerships and acquistions

Publicis Health, the world’s most connected and data-powered health communications network, has announced its intent to acquire p-value Group, a premier full-service medical communications group serving top-tier life sciences clients.

Criteo, the global platform connecting the commerce ecosystem, has announced a new partnership with WPP Media to scale commerce intelligence to Connected TV (CTV).

VideoAmp, an advertising technology company, has announced a multi-year agreement with Warner Bros. Discovery, Inc. to expand their longstanding relationship and continue delivering currency optionality to the advertising marketplace.

Other major news of the week

Disney+ and Swimply, the pioneering pool-sharing platform connecting pool owners with swimmers seeking private, real-life local experiences, have announced the launch of the Disney+ Dive-in Theater, a first-of-its-kind, exclusive summer collaboration that reimagines poolside movie nights as fully immersive cinematic experiences.

The global influencer marketing platform market was valued at $ 17.0 billion in 2024 and is expected to reach $ 216.3 billion by 2033. This is according to a report by Astute Analytica.

Bob Koigi is the editor-in-chief of Marketing Report.One

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