While the SEO industry is now hyper aware that the way people search for information is rapidly evolving, there is a vacuum of guidance and actionable frameworks for moving organizations forward. With Google’s release of MUM and continued focus on machine learning the continued switch of multi-modal search means much more of ashift than zero-click evolution. As users are no longer confined to typing queries into search engines or clicking links marketers will now need to evolve from curating media formats (text, images, voice, and video) to creating captivating digital experiences.
As a result, media buying strategies must adapt as well to aiding users in the new era of search behavior. Technology permeates every industry and users will continue to grow expectations of companies and their abilities to provide a seamless, personalized experiences across multiple channels and formats.
Exploring the convergence of media buying and multi-modal search post 2025 is crucial for all brands. We will cover why it matters for marketers, and actionable strategies to future-proof your campaigns in this rapidly changing landscape.
What Is Multi-Modal Search?
Multi-modal search refers to the ability of users to combine different formats—such as text, images, voice, and video—within a single search query to get more relevant and contextual results. Powered by artificial intelligence (AI) and advances in natural language processing (NLP), multi-modal search delivers a richer and more interactive search experience.
Examples of multi-modal search in action include:
- Text + Image Searches: Google Lens allows users to take a photo of an object and add descriptive text to refine their search results.
- Voice Search + Context: Voice assistants like Alexa, Siri, and Google Assistant can interpret spoken queries and use context (like location) to deliver precise answers.
- Video Search with Keywords: Platforms like YouTube allow users to combine keywords and voice commands to jump to specific parts of a video.
This shift from traditional search to multi-modal search means that marketers must rethink how they approach media buying and campaign optimization.
How Multi-Modal Search Is Already Disrupting Media Buying
Traditional media buying strategies and work agreements for producers in the gig economy have been deeply rooted in serving niches and fulfilling channel-specific campaigns for various audiences. While this model is still effective, search experience evolution introduces new complexities and opportunities that marketers must navigate quickly. Personalized user journeys and meeting complex challenges of influencing generative AI landscape are incredibly hard.
The Rise of Cross-Channel User Journeys
Multi-modal search doesn’t occur in isolation—it spans multiple touchpoints and channels. For example:
- A user may start with a voice search to get recommendations for a product.
- Then, they may visually search using Google Lens to compare options.
- Finally, they might turn to video platforms like YouTube to see product reviews before making a purchase.
For media buyers, this means campaigns must be integrated across channels and optimized for each format—from display ads to voice search bidding strategies.
Targeting Based on Intent Across Modalities
With multi-modal search, user intent is distributed across different search modalities, making it critical for media buyers to understand how intent shifts across these formats:
- Visual Search Intent: Users searching with images may be looking for specific products or visual inspiration.
- Voice Search Intent: Voice queries tend to be conversational and local, such as “Where can I find the nearest coffee shop?”
- Video Search Intent: Video searches often indicate deeper research, like tutorials or product reviews.
To succeed, media buyers must create campaigns that align with these unique intents and ensure that ad creatives match the modality being used.
Higher Demand for Contextually Relevant Ads
Multi-modal search is hyper-contextual. It uses AI to consider the who, what, when, and where of a search query. For example:
- An image search for “blue running shoes” might surface ads for shoes available nearby.
- A voice query like “What’s the best pizza restaurant near me?” requires ads tailored to local intent.
Media buyers must now invest in context-aware targeting, ensuring their ads are not only relevant to the user’s search but also responsive to their specific channel and context.
Strategies for Media Buying in the Multi-Modal Search Era
As multi-modal search gains widespread adoption through device integration, here are key strategies to help media buyers adapt:
1. Optimize for Visual Search
Visual search is becoming a key driver of discovery. Platforms like Pinterest, Google Lens, and Instagram are shaping how users search for products and inspiration.
What you can do:
- Use High-Quality Visual Content: Invest in rich, high-resolution images that are optimized with metadata (e.g., alt text and descriptions) for visual search engines.
- Run Visual Search Ads: Platforms like Google Shopping now allow image-based product discovery. Leverage these ad formats to reach users who are searching visually.
2. Leverage Voice Search in both Organic and Paid Campaigns
Voice search is expected to represent 50% of all searches by 2025, with the rise of smart speakers and mobile voice assistants.
What you can do:
- Invest in Conversational Keywords: Voice queries are often long-tail and conversational (e.g., “What’s the best electric bike under $500?”). Tailor your paid campaigns to match these query types.
- Focus on Local SEO and Ads: Many voice searches have local intent, so use location extensions and geo-targeted campaigns to capture voice traffic.
3. Integrate Best in Class Video For Search into Your Media Mix
Video is a major component of multi-modal search, especially on platforms like YouTube, TikTok, and Instagram Reels.
What you can do:
- Create Searchable Video Content: Include keywords in video titles, descriptions, and tags to increase discoverability.
- Run In-Video Ads: Use YouTube Ads and in-video placements to reach users searching for tutorials or product reviews.
- Leverage Shoppable Videos: Platforms like TikTok and Instagram are integrating shopping features directly into videos, allowing users to make purchases seamlessly.
4. Invest in AI and Machine Learning for Media Buying
Multi-modal search thrives on AI, and so should your media buying strategy.
What you can do:
- Use AI-driven bid strategies to optimize ad placements across modalities in real time.
- Leverage dynamic ad creatives that automatically adjust based on the user’s search behavior (e.g., showing a carousel ad for image search or a local store ad for voice search).
- Monitor multi-touch attribution to understand how different modalities contribute to conversions.
5. Evaluate Strategies For First-Party Data
In a world of increasing privacy regulations and declining third-party cookie tracking, first-party data is a crucial asset for media buyers.
What you can do:
- Use first-party data to build detailed user profiles that inform your cross-modal campaigns.
- Combine first-party data with retargeting strategies to reach users across multiple touchpoints and modalities.
The Benefits of Aligning Media Buying with Multi-Modal Search
Adapting to multi-modal search is no longer optional—it’s essential for staying competitive. Media buyers who embrace this shift can unlock several benefits:
- Higher Engagement: Tailored ads that align with the user’s modality (e.g., visual, voice, or video) drive better engagement and click-through rates.
- Stronger ROI: Multi-modal campaigns create cohesive, cross-channel experiences, increasing the likelihood of conversions.
- Future-Proofing: As multi-modal search continues to grow, early adopters will gain a significant advantage over competitors still stuck in traditional, siloed media strategies.
Media Buying in a Multi-Modal Future
The rise of multi-modal search is transforming how users discover, engage with, and purchase products. For media buyers, this shift represents both a challenge and an opportunity. By optimizing campaigns for visual, voice, and video search, leveraging AI, and integrating cross-channel strategies, media buyers can stay ahead of the curve.
The future of media buying isn’t about simply placing ads—it’s about creating seamless, contextual, and personalized experiences that meet users wherever they are in their search journey.
Stay Informed With Tek Enterprise
Ready to future-proof your media buying strategy? Evolve your approach with Tek Enterprise—your partner in navigating the complexities of multi-modal search and delivering high-performing campaigns across every format. Reach out today to redefine your strategy and stay ahead in the evolving digital landscape!
