Partners Blog
What's new @ Google? Tips and tools for agencies
Build Your Digital Brand with Google+ Webinar
Wednesday, December 5, 2012
The Google+ platform provides a fresh canvas for building and strengthening your digital brand, tying into all the marketing you already do with Google. From launching a new product using Google+ pages to engaging with your community of enthusiasts over Hangouts, join our Learn with Google webinar this Thursday for a look at ways your company can build its brand using social.
Sign up
on our webinar page to attend: Building a Digital Brand with Google+ (Thurs, Dec 6, 10am PT / 1pm ET)
After the Hangout, we’ll host a live Q&A with members of the Google+ team to answer questions about building a brand with Google+. RSVP on the
Google+ Event
page and add your questions as comments on that page.
With more than 100 monthly million active Google+ users, the time is right to focus on building your digital brand presence via the platform. Google+ has seen a wealth of brands engaging with users in creative, interactive ways. In fact, brands created more than 1 million Google+ pages in just a few months. For instance:
H&M
-- The retail clothing company, with more than 2 million Google+ followers, uses tailored content, images and video to bring its fashions and lifestyle to life on the platform. They’ve also utilized Ripples to identify their trendsetters and saw a 22% clickthrough rate boost after implementing social extensions in AdWords.
Cadbury
-- The chocolate maker has reached a following of nearly 3 million users with a combination of creative posts, Hangouts on Air and even the launch of their Dairy Milk Bubbly bar. They’ve also installed the Google+ badge on the company’s web homepage, making it easy as chocolate to follow the brand.
Like the ideas here? Log on Thursday to learn more about how to create, capture and sustain demand for your brand using Google+. And if you’re going to miss this while you’re at
SMX Social
in Las Vegas next week, check back at the
webinars page
later for a recording of the webinar.
Posted by Becky Bowman, Senior AM
Helping Brands Light Up the Web
Tuesday, October 2, 2012
When creativity and technology work hand in hand, brands can build
amazing things online
...not only helping them connect with their customers in the right moment, but also funding digital content and creating dazzling ads that users love. I spoke yesterday at
Advertising Week
about how we can partner more closely with brands to win the moments that matter. And today, we’re adding a few new tools to the toolbox for brand marketers.
A large canvas, at scale
We’re introducing our lightbox ad format, the first of a new family of display ads that allow marketers to pay only when a user engages. The lightbox starts as a standard display ad, making it scalable, but after a two-second hover, expands to a super-sized canvas. In internal tests, we’ve seen that this smart hover feature eliminates nearly 100% of accidental expansions and increases engagement by 6-8X over standard click-to-expand ads. The result: users only engage with the ads they really want to see and brand marketers only pay for truly engaged views.
Engagement matters
We also have some new insights on how our existing engagement-driven formats on YouTube and the Google Display Network, such as the
TrueView family of video ads
, have effectively helped brands reach their audience online. We looked at the sales impact during and two weeks after 92 different ad campaigns, and found that on average every $1 invested in YouTube delivered a $1.70 return in sales--2.4x more efficient than the television spend for these campaigns. These ads also help achieve branding goals: we found, on average, that ads on YouTube and the Google Display Network drive a 36% increase in visits to your website and a 36% increase in searches for your brand online (Google Internal Data, 2012).
Google BrandLab brings brands to life on the web
Finally, while we believe magic moments can happen online, sometimes, nothing beats a face-to-face conversation. To help more brands harness the full potential of the web, we’ve recently created a physical space where we can collaborate with brands and agencies on winning all the moments that matter -- the Google BrandLab at our YouTube headquarters. We’ve already had a number of advertisers at BrandLab including Capital One, Coca-Cola, Nissan, and Toyota, and look forward to helping even more brands use Google technologies in creative and impactful ways.
We hope these new tools take their place in the brand-building toolbox alongside some of our other offerings like our platform for crowdsourced creativity, the
Creative Sandbox Gallery
;
brand-friendly metrics
, and
YouTube Original Channels
. We want to make the web work for brands in a big way, these are just a few early steps. Look for more to come on this front in the months to come.
Posted by Jim Lecinski, Vice President, Brand Solutions
Build Brands with YouTube and Google
Friday, May 4, 2012
YouTube is home to some of the most
creative
,
daring
and
talented
content producers in the world. There’s something for every person and passion, which translates to hours of viewing pleasure -- 3 billion hours a month, in fact -- all at the push of the play button.
The power of play isn’t just about compelling, on-demand entertainment, however. It’s also about precision, generating word-of-mouth, and business impact.
As of today, there’s a new way to leverage the power of play -- the updated
Advertise on YouTube Brand Channel
. Think of it as a single destination for all of YouTube’s brand building resources. On the “Build Your Brand” tab, you can check out featured channels, the latest market insights, and find inspiration for what’s possible on YouTube and the web.
Our most recent research videos can be found here as well, including highlights from our just-announced Generation V research project, a multidimensional study of Men 18-34 and Women 25-49. You can watch and listen to consumers discuss their changing media habits and how on-demand platforms like YouTube are becoming the preferred viewing model. Plus, discover what people in other demographics are watching by viewing the videos from the Google Presents YouTube Brandcast event - all of which are posted on the channel.
Popular YouTube partners like
DC Shoes
and
Blendtec
have joined us to highlight the power of play in building brands.
We invite you to subscribe, and come back to our channel weekly to check out new videos from partners like Tony Hawk’s
RIDE Channel
and the
Spangler Effect
as they demonstrate what play can mean for your business. And if you’re interested in staying up-to-date on all the latest YouTube news and advertiser trends, also be sure to subscribe to our YouTube for Marketers
Google+ page
.
Posted by David Mogensen, YouTube Product Marketing Manager, recently watched
TippEx Hunter and Bear’s 2012 birthday party
Real-Time Insights Finder: A How-to Video
Friday, January 20, 2012
We recently launched our
Real-Time Insight Finder
on the new
Think Insights
site -- centralizing access to all our insights tools across Google. We hope you’ve tried it out and are finding it useful.
Check out our new
video
to show how you can use Google's Real-Time Insight Finder to support your marketing planning process and take your trend spotting to the next level. Discover how this real-time data can be a window into the attitudes and perceptions of your consumers. Even better, see how it can help inform your next brand positioning, media strategy or just look smart in your next big meeting.
Posted by Justin Joy, Marketing Manager, Agency Marketing
A look at how display builds brands for marketers today
Thursday, September 29, 2011
Last week,
we shared
examples of how direct response marketers are driving strong results with display advertising. But you’ve heard it before -- beyond driving immediate clicks and conversions, display builds brands. And as digital budgets accelerate, we’re seeing that for an increasingly growing number of brands, display advertising has become an ever-important part of their strategy. In fact, in the recently conducted Advertiser Intelligence Reports study, by Advertiser Perceptions, advertisers are planning on spending more digital display dollars in the next 12 months for brand goals than direct response (1).
So this week, we’re turning our attention to pioneering brands who used display advertising as a critical component in their overall marketing mix to connect with their audience, engage them emotionally, and as a result, drive meaningful results. Let’s take a closer look.
Animal Planet
attracted 1.6MM viewers for the season premiere of River Monsters, putting it in the #1 spot among its target audience, by running an integrated video and rich media campaign across YouTube, AdMob, and the Google Display Network. (
read case study
)
Volvo
drove an 88% lift in purchase intent for its new S60 sedan by leveraging the YouTube homepage and masthead unit, interactive video ads on AdMob, and standard IAB ads on the Google Display Network. (
read case study
)
Sealy
reinvented its Posturepedic brand using YouTube promoted video ads and in-stream video ads, which drove 46% of its website traffic during the first week of the campaign. (
read case study
)
At OMMA Global this week, we shared a simple framework for brand building that we developed after analyzing the campaigns of our most successful brand advertisers. These “better practices” focus on three key areas: connecting with the right consumer at the right moment, delivering an engaging message, and measuring the metrics that matter.
Connecting with the right consumer at the right moment.
As consumers continue to access the internet more frequently throughout the day, from a
multitude of devices
, it’s increasingly important for brand marketers to create device-inclusive, rather than device-specific, campaigns. And by targeting a combination of
audience
and
contextual
signals, it’s now easier than ever to reach the right person, at the right time, on the right device through the
Google Display Network
or
DoubleClick AdExchange
.
Engaging them emotionally.
The best display ads don’t just leverage sight, sound, and motion, but also harness display’s interactive capabilities that drive deep engagement with a brand. Our research shows that
rich media ads
drive significantly better brand performance than standard Flash ads--1.7X for brand awareness, 2.7X in purchase intent, and 5X increase in brand favorability (2). We also see that newer ad formats, like
mobile display
and
in-stream video
, are even more effective at moving consumers down the brand funnel. Lastly, we’ve seen masthead ads on the YouTube homepage garner an 11% interaction rate and drive a 4X lift in engagement compared to standard ads (3).
Measuring more robustly.
Looking beyond simple clicks and conversions, brand marketers use
Campaign Insights
to measure increased awareness and interest through the lift in search queries and website visits. Paired with
Google Analytics
and
Multi-Channel Funnels
, advertisers can see a complete picture of the chain of online and offline media that drives brand engagement. And to close the loop, many of our brands match geo-targeted display campaigns to offline sales to measure the
true impact
of a display ad campaign.
More and more studies show that brand marketers who focus on these three levers see the the greatest return on their display ad investment. With display’s ability to connect more precisely with your target consumer, engage more emotionally with interactive messages, and measure robust metrics along all parts of the purchase funnel, it’s no wonder that display builds brands.
Watch this space.
google.com/watchthisspace
(1) Advertiser Intelligence Reports (AIR) study, Advertiser Perceptions, August 2011
(2) The Brand Value of Video and Rich Media Ads, DoubleClick, September 2011
(3) YouTube Homepage Impact Study, Compete, December 2010
Posted by Brian Zeug,
National Sales Director, Display and Video
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