Partners Blog
What's new @ Google? Tips and tools for agencies
Google and Forrester Present New Research on the Value of Combining Audience with Contextual Targeting
Tuesday, September 18, 2012
In the past 10 years the number and variety of new technologies in display advertising have more than doubled, effectively creating new - and better - ways to buy display across the web. With this influx of new display targeting technologies available to advertisers (contextual, remarketing, demographics, interest categories to name a few), our clients often wonder which targeting method performs better: audience or contextual advertising? We've
said in the past
that the combination of audience and contextual buying work better together, and now we have some new insight into how advertisers are thinking about these tools.
We worked with Forrester Consulting and surveyed 150 interactive marketers to evaluate their perceptions on the effectiveness of combining audience & contextual targeting with respect to display buying. The findings from the new whitepaper,
Display Media Buyers Value Audience in Context
, were presented during a special joint Learn With Google webinar featuring Forrester’s Joanna O’Connell and Google’s Woojin Kim. Register
here
to view the recording.
Key findings from the research include:
50% of respondents use a full range of targeting types including:
Remarketing, Demographic, Behavioral and Contextual
Contextual and behavioral targeting dominate:
Used by the vast majority - 82% in the case of contextual, 71% in the case for behavioral
94% of marketers combine contextual & audience buying
for higher performance and greater accuracy
Audience targeting has become the norm in display buying:
The majority of marketers surveyed are bullish on audience targeting, and few see it as overhyped.
Most marketers plan on maintaining increasing spend on combined audience & contextual targeting.
Interested in learning more? Download the whitepaper on
Think Insights with Google
.
Posted by Katie Hamilton, Product Marketing Manager Google Display Network
Get Inspired with Think Quarterly’s Creativity Issue!
Monday, April 2, 2012
As the internet comes of age, technology is catching up with our wildest imaginations. We can realize ideas that simply weren’t possible a mere five years ago. And you don’t need to be a technologist or have “Creative” in your title; millions of people around the world are making, remixing, and sharing content everyday.
Case in point: There are over 800 exabytes of digital information in the world – words, videos, photos, music. To put that in context, a volume of the complete works of Shakespeare is about five megabytes. It would take one billion book-filled pickup trucks to make just
one
exabyte. This is our creative output; the sheer volume is equally inspiring and overwhelming.
Where to begin? Right
here
. The Creativity issue of
Think Quarterly
, launching today, documents this far-reaching transformation, cutting through the noise to focus on what it all means.
In “
The Curious Case of Creativity
,” Google VP of Global Marketing Lorraine Twohill sees creativity through an engineer’s eyes — as a way to solve problems, big and small. Interviews with the founders of two award-winning global agencies,
Sir John Hegarty of BBH
and
Ajaz Ahmed of AKQA
, discuss what creativity means in a digital context and how you can encourage it, even at a big company. Creative minds from Mullen, Wieden and Kennedy, Barbarian Group, AKQA, and Anomaly pick their
most envy-inducing digital campaigns
. And “
Lean Communications
” looks at how technology is forcing the traditional creative process to get faster, smarter, and more efficient.
We also explore how the web is inspiring entirely new forms of creativity — YouTube remixes, 3D models, data art and infographics — that are reshaping how we see the world. (And if you want to see how the web shapes your brand in particular, try our new
“Brand Impressions” tool
on
Think Quarterly
and Think Insights.)
Take some time to
check it out
and let us know what you think on
+Think With Google
.
Posted by Allison Mooney, Think Quarterly Editor
New Google research: Reaching your audience effectively with YouTube TrueView Ads
Thursday, February 16, 2012
We're excited to share a new study that gives great insights on how to make your ads compelling enough so that people want to watch, not skip them. We’ve recently conducted a survey of more than 1,600 Americans aged 18-45 and learned some interesting insights for
TrueView Video Ads
, the family of YouTube ad formats that give viewers choice and control over which advertisers' messages they want to see and when.
Some of the most surprising results from our study include:
● 8 of 10 viewers preferred TrueView to standard in-stream ads
● 9 of 10 viewers thought TrueView created a better viewing environment
● 8 of 10 viewers thought the skip button was very clear
● Only 1 viewer in 10 always skips ads
Other results give insight into how advertisers can make their TrueView ads even more effective so that viewers watch, not skip, their ads. Based on the research, here are some of the best ways to make your TrueView ads stickier:
Make great ads that people want to watch and spark their curiosity.
Viewers have the option to skip a TrueView in-stream ad after five seconds, so piquing their interest quickly is important. By far the most popular survey response from people who chose to watch an ad was this one: “I was curious to see what the ad was for.” Attention-grabbing openers and humor also keep people watching.
Include branding in those first seconds.
TrueView advertisers pay only when people actually watch their ads. They’re buying real value, not paying per impression. So, insert your logo or brand name in the first five seconds—which cost you nothing if the viewer doesn’t keep watching. Enjoy those free impressions!
Include new, different information in your TrueView ad if it’s been airing on TV.
In our study, we found that seeing ads on TV affected whether viewers later skipped those same ads on YouTube. To keep them engaged across multiple screens, be sure to provide new product information in the ad messaging and make it personally relevant to the viewer with TrueView.
To read the full details about the study and learn more tips about creating better TrueView ads, visit
Think Insights
.
Posted by Christina Park, Product Marketing Manager, Think with Google
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