GWI

Google World Cup Campaign Targets Shifting Search Behavior

Google is running a World Cup brand campaign aimed at reminding consumers of Google Search’s expanded AI capabilities after the integration of its Gemini large language model into features such as AI Mode and Overviews. The campaign features Spain’s Lamine Yamal, former U.S. goalkeeper Tim Howard and the voice of Zlatan Ibrahimovic, and runs across linear TV, YouTube and paid social. Google marketing leaders say the push is intended to shift long-standing search habits and teach users they can ask complex, conversational queries on Google. The move comes as alternative AI chat tools (ChatGPT, Perplexity, Claude) and social platforms are increasingly used for everyday research, and amid data showing Google’s market share has fluctuated around the 90% mark since late 2024. GWI and Statcounter data cited in the article provide early metrics on AI-overview usage and search-share trends.

Givsly Launches AI Synthetic-Audience Values Targeting Tool

Givsly has launched an AI-powered audience discovery and activation tool that uses synthetic audiences to drive values-based targeting. The platform models audiences from shared values, inferred motivations and behavioral signals to augment traditional demographic targeting, and is claimed to be the first advertising solution to apply synthetic audiences to media activation at scale. Built at the US zip-code level, it profiles communities across more than 150 values and cultural signals and allows brands and agencies to layer their own data. The capability debuted in Cannes and is being tested with agency and brand partners. Givsly cites joint research with GWI showing 86% of consumers say shared values matter when choosing brands, underscoring the tool’s focus on values-driven media relevance.

WPP Media Tests Charity-Based Synthetic Audiences

WPP Media has partnered with data startup Givsly to test synthetic audiences built in part from charity donation data for programmatic media buys in the U.S. Givsly’s system — built using the Claude LLM and layered with national census, election results and nonprofit donation signals — generates audience segments that WPP enriched with its own first- and second-party data. Early PMP tests across four beauty and fashion campaigns (running on CTV and online video) produced a reported 2% lift in video completion rates. WPP says the approach helps target audiences by social values as well as demographics. Forrester and other industry observers cautioned that results depend on the quality of input data and matching capabilities (InfoSum was named as a matching capability referenced). WPP plans to roll the solution out to U.S. clients following initial tests.