Google Partners Blog: Media Planner

The Zero Moment of Truth: A New Marketing Strategy

Tuesday, June 28, 2011

Once upon a time, marketers believed that shoppers made up their mind about a product in about the time it takes to read this sentence.
The three to seven seconds a shopper considered a product on a store shelf, it was claimed, was a critical moment -- what P&G termed the “First Moment of Truth,” or FMOT ("eff-mot") -- the moment when all the advertising a consumer has seen for a brand will either pay off with a purchase, or not.
Since then, FMOT has become one of those ideas, like “tipping point” and “purple cow,” that we all know (at least by name). It’s one of three widely-accepted “moments of truth” for a product -- the other two being when the consumer sees an ad for the product (the stimulus) and when she uses it for the first time (the experience).
These concepts still hold true today; they may be even more relevant given the continued emergence of strong store brands. But thanks to the web, we’re seeing the rise of an additional class of critical brand interactions -- a new “MOT” -- the Zero Moment of Truth (ZMOT), which occurs after the consumer sees an ad for a product but before a purchase is made in store. Precisely, it occurs at the moment when a shopper goes online to research a product and decides whether to make a purchase.
Growth in everything from review queries and coupon redemption to mobile usage strongly indicate that this phenomenon is real. But what we wondered is, what does this phenomenon mean for marketers? To find out, we spent a lot of time talking to industry experts and leading-edge marketers, and conducting primary market research, to learn as much as we can about ZMOT ("zee-mot").
Now we’re excited to drive industry discussion and pass our findings to marketers in a new free ebook, Winning the Zero Moment of Truth.

We explore:

Typical ZMOT moments that happen every day across any industry
Why marketers should consider ZMOT as important as “the ad” and “the shelf”
Seven steps to winning at ZMOT, including exercises to identify relevant moments for your brand

If you’re interested in learning more about the consumer behavior that’s changing the way marketers think about branding and online commerce, you can download Google’s free marketing strategy ebook Winning the Zero Moment of Truth. We encourage you to join the conversation, and check out the enhanced video version of the book, at www.zeromomentoftruth.com (#zmot). We hope you enjoy our work, and that it can help you navigate your own moments of truth.
Posted by Jim Lecinski, Author and Chief ZMOT Evangelist, Google

Think Mobile Live Stream

Wednesday, June 22, 2011

Description: The rise of the mobile web represents one of the most dramatic consumer behavior transformations in history. Join the live stream to learn more:

Live stream June 29, 2011 at 2:00pm GMT
Via the Google Think Mobile YouTube Channel

Today’s smartphone users are searching, browsing, buying and “app-ing” more, and the pace of this growth is only increasing. What does this mean for today’s and tomorrow’s marketers?

Watch and find out as Rory Sutherland Vice-President of Ogilvy, Charles Dunstone, Founder and CEO of Carphone Warehouse and Ian Carrington, Mobile Advertising Sales Director Google discuss mobile’s global industry, the future of mobile, and why marketers need to reshape their strategies to reach the always-connected, “mobilized” consumer.

Posted by Google Mobile Team

'Word of Mouth’ study shows Google directly informs 146 million brand conversations a day

Tuesday, June 21, 2011

There are more than 2.4 million conversations about brands every day. More than half of consumers involved in these conversation say they’re likely to make a purchase based on what they talk about.
It turns out that while most people still talk about brands face to face, their conversations are informed by the Internet more than any other media source. And, when they’re online, users go to search sites more than any other. This is even more true after conversations, especially those sparked by TV. People follow up by searching for more information and prices more than any other online activity including social media.

We we partnered with Keller Fay to see what effect the Internet and search has on a word of mouth. We looked at how media and marketing channels provided content before, during and after consumer conversations by surveying 3,000 adults across 12 categories.

Google’s Think Auto Event - Live Stream - June 21st

Wednesday, June 15, 2011

As vehicle shoppers make a resounding return to the auto market, Think Auto will arm advertisers with new ideas & tools to help capture these shoppers. The ‘constantly connected’ lifestyle of today’s consumer affords greater opportunity to deliver relevant and engaging brand experiences. How do these new consumer behaviors apply to brand marketer's strategies today and in the future?
Tune in and find out as Google's Lorraine Twohill, VP of Global Marketing, introduces 5 concrete principles to drive both positive brand image and product usage.

Live streaming begins on June 21, 2011 at 12:35pm EST
Register here
Following us? Use #thinkauto2011 for this event

We'll reveal new insights on today's automotive shopper during the 'Path to Purchase' section uncovering new consumer behavior during the vehicle shopping process.

Guy Kawasaki, the final keynote speaker and author of 'Enchantment,' will be sure to excite the audience as he explores new thinking on influencing and igniting action, both through individual interactions or marketing at scale. Hope to see you there.

Posted by the Google Auto Team

Adding 30 million homes to Google's TV Ad network

Thursday, May 19, 2011

Google TV Blog TV Ads

What's new @ Google?

Wednesday, May 18, 2011

in the knowGoogle for AgenciesAgency Toolkit

Blog: As of this moment(!), this blog, formerly Agency Ads Solutions Blog, is your best source to learn more about webinars, major product updates, and industry information, to name a few topics. Sign up for the RSS feed or email alerts to the right of this post.

Newsletter: Join our Google Group to receive bi-weekly agency update emails that include top videos, product updates, and top blog posts. Or contact your Google team to have them send it directly.

Flip book: Check out the newest version here. It contains product updates from the previous quarter. Ask your Google representative for a PDF version.

@CreativeSandboxthink

Coffee break with clients - Ryan and Patrick bring Radio Shack off-season sales

Thursday, April 28, 2011

What was the primary campaign/product you were marketing for the client? What Google solutions did you use to meet Radio Shack's goals?

click to view larger image
How did the Google solution perform?Did any results surprise you?If you did not use this Google solution, how would things have been different?AdWords Help CenterInsights for Search

Posted by Agency Blog Team

Are You Mobile Ready?

Monday, April 18, 2011

Date: Time: Register:here

What’s stopping you? New IAB research findings from IAB Digital Video Conference

Monday, April 11, 2011

researchAdvertiser Perceptions IAB Digital Video here

Types of Digital Video Advertising Used Past 12 Months – Overall, the only type of DVA used by a majority of media purchasing professionals (57%) during the past 12 months is Pre-Roll, however the gap between agency respondents (66%) and marketers (36%) is vast. In-banner has been used by more than four in ten (46%), overall, while expandable banner with video (34%) and rich media overlay (34%) have each been used by just over a third of respondents.

Types of Digital Video Advertising Will Use in Next 12 Months – The landscape over the next 12 months will not look all that different from the past 12 months; the only type of DVA that respondents will reportedly be used by the majority of media purchasing professionals (58%) is Pre-Roll. The gap between agency respondents (64%) and marketers (42%) is still wide, but narrowing. In-banner (48%), expandable banner with video (40%), and rich media overlay (35%) will all be more widely used, while mobile video (35%) will see some serious growth.

The majority of respondents planned to increase digital advertising spend (on average, by about 22%) - Respondents noted increased reach, ROI, and higher engagement levels as their rationale.

The majority are likely to migrate a portion of their TV Ads budget to digital video - Overall, respondents noted track-ability, targeting, and efficient spend with less production costs as their rationale. Marketers skewed towards ROI as the reason for the shift, while agencies will shift TV ad dollars to online in an attempt to follow their target audience.

The DVA format of choice was a :15 pre-roll on a CPM basis - When forced to select a single favorite or preferred DVA type, not surprisingly, pre-roll, the most used as well as the most planned to use, is the most preferred (30%) holding a two-to-one advantage across the board with all respondent groups over the number two type, expandable banner with video (14%).

IAB Digital Video Committee

A new (old school) upgrade for display advertising

Thursday, March 31, 2011

Display Ad Builder

“Punch the Monkey” - using the latest interactive technology, you can invite users to punch on a monkey that moves randomly through the ad unit, to learn more about your product.

“Click here for smileys” - put a smile on your users’ faces - literally! Your brand can offer potential consumers the chance to click on smiley faces that they can insert into their “instant messaging” conversations (available for Internet Explorer and Netscape browsers only).

“LOLcat” - cash in on the craze by creating an ad unit containing a photo of a cute cat with a funny message. Great for brand association.

“Dancing .gif” - what’s funnier than some dance moves in your browser? This is a 180 x 150 unit containing a funky animated .gif image, under which you can include a tailored message.

“Congratulations, you’ve won” - using modern text to speech technology, you can speak directly to your users. This ad is a video format, set to auto-play, that yells out “Congratulations, you’ve won!” repeatedly to the user. If a user clicks to stop the video, they are redirected to your website.

“Pop ups galore” - Google prohibits pop-up ads - until now! This ad format causes the user’s browser to open multiple browser windows, each containing a different message about your brand. You can customize the number of windows you want to open - up to 20. Users will love it!

“Scratch off” - this is a supersized leaderboard banner ad which invites a user to hold their mouse button down and “scratch” across, to reveal an underlying message promoting your brand (such as “You are the 10,000th visitor to our site!”).

(view larger image)

(view larger image)

FortranRich media adsdynamic creative adssmart and sexy back

Posted by Agency Blog Team

Five ways to dial up your mobile shopper strategy

Wednesday, March 23, 2011

their post herePosted by Agency Blog Team

Enjoy the spotlight at Cannes Lions for a good cause

Wednesday, March 16, 2011

Good WorkGood WorkGood Work here

Mobile ads - best practices from Volvo

Thursday, March 10, 2011

Our friends at the Mobile Ads Blog just posted a new video case study on Volvo highlighting how to kick it with branding via mobile ads. Visit the mobile ads blog to learn more!

Posted by the Agency Ad Solutions Blog Team

Webinar Alert - Contextual targeting: performance at scale

Thursday, February 17, 2011

Contextual targeting strategies for specific marketing objectives

The Contextual Targeting Tool, build and optimize better-performing campaigns in minutes

Tips for boosting performance of contextually-targeted campaigns

blog postclick herePosted by Agency Ad Solutions Blog Team

Upcoming webinars - Remarketing strategies and reaching Hispanics

Wednesday, February 9, 2011

Remarketing on the Google Display Network: Optimizing & Maximizing your Current StrategiesTuesday, February 15th at 11amPST / 1pmCST / 2pmESTOptimizing & Maximizing your Current StrategiesRemarketing Optimization and Advanced Strategies

Maximization: Ensure you're reaching all of the users on your lists.

Optimization: Learn how to ensure you are getting the most effective ROI from your campaigns.

Case Studies/List Strategies: Hear how others in your industry are achieving great results from remarketing.

herehereConnecting with US Hispanics OnlineWednesday, February 16th at 10am PST / 12pmCST / 1pmEST

Highlights from Google's new primary research report: The 4 Truths about US Hispanics & Digital

Specific strategies you can implement immediate to target the US Hispanic audience online

herePosted by Agency Ad Solutions Blog Team

Think with Google: What We Learned in 2010

Wednesday, February 2, 2011

Sources: ¹Google & Compete Personals Study 2010. ²Google & Compete Automotive Buy Flow Study 2010.
Posted by Lauren Dale, Marketing Manager, Large Advertisers

Upcoming webinar - Contextual targeting: Strategies for performance at scale

Monday, January 31, 2011

Contextual targeting strategies for specific marketing objectives

The Contextual Targeting Tool, which helps you build and optimize better-performing campaigns in minutes, not hours

Best practices and tips for boosting performance of contextually-targeted campaigns

The Smart Shopper

Monday, December 20, 2010

[Cross-posted from the Google Retail Blog]The Smart Shopper: Constantly Connected

The Smart Shopper: Always Mobile

TV advertising -- take another look, you might like what you see

Thursday, December 16, 2010

link between TV and online behaviorIdentifying marketing objectivescall reportingtarget audienceGoogle’s TV Ads platform35M homes in the UStiming and seasonalitywww.google.com/tvads*Source: The Nielsen Company., Three Screen Report Q1’2010
*Google TV Ads will offer nearly 35M homes in 2011 with the integration of new cable partners DIRECTV and Verizon FiOs.Posted by Chris Henrotin and Neha Mandel, TV Ads Team

DoubleClick Ad Planner Makes Regional Campaigns Easier

Tuesday, November 30, 2010

DoubleClick Ad Planner just made it easier to plan media buys for regional ad campaigns through two important upgrades.First, the product has been localized to support 15 languages. In addition to American English, Ad Planner can now be displayed in British English, Russian, simplified Chinese, traditional Chinese, Japanese, Korean, Thai, French, German, Italian, Spanish, Dutch, Portuguese and Turkish.Second, the Ad Planner team has published lists of the top 100 sites in each of 22 regional markets. Named the “Ad Planner 100,” these lists provide a quick reference to identify the most popular sites by country. Check out the Ad Planner 100 lists for the countries you advertise within:

Australia
Belgium
Brazil
Canada
China
France
Germany
Hong Kong

Italy
Japan
Korea
Netherlands
Poland
Russia
Spain

Switzerland
Taiwan
Thailand
Turkey
United Kingdom
United States

[note: this post has been reprinted from the DoubleClick Blog]

Partners Blog