Google improving tools to measure ad impact

Posted on October 6, 2014

 

Internet giant Google has highlighted positive early results in its latest drive to attract brand advertisers, with one of the company’s ad specialists calling its new measurement tools industry ‘game changers’.

Adverts appearing on the Google-owned streaming site YouTube have so far failed to meet the high expectations of financial experts – in spite of the platform’s increasing visitor traffic – but the California-based enterprise is now seeking to prove to brands that their advertising money is being well spent.

Although Google’s display and video advertising products VP, Neal Mohan, spoke in praise of the company’s new tools for allowing brands to measure the effectiveness of their promotional campaigns, a handful of industry analysts have said they are flawed.

Google earns an estimated $50bn (£31bn) every year through ads, but the majority of the takings have come from ‘direct response’ advertisers, which use Google’s search adverts to generate an immediate response, such as a sale, from the consumer.

Now, Google is attempting to boost ‘brand advertising’ – a marketing route that focuses instead on increasing awareness and impacting positively on public perceptions. Some analysts, however, believe that this approach is better suited to television than online platforms.

To show advertisers that it can help to grow their brands, Google has been developing a host of measurement facilities with many of its more popular products, potentially giving internet marketing specialists the chance to expand on their services.

With YouTube, for instance, Google has created DoubleClick, which allows advertisers to buy video ads and displays on various third-party websites. Another, called Brand Lift, claims to show users the impact that a campaign has so far had on brand interest and ad recall.

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