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New Google metrics 'close the loop' for advertisers

06-October-2016
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New Google metrics 'close the loop' for advertisers

At the recently concluded Advertising Week New York, Google announced a slew of new updates, all of which seem to be aimed at plugging the gap between advertising across different mediums, especially offline and online mediums.

Attribution has become important for marketers as they increasingly undertake cross media marketing campaigns. In such scenarios, ensuring a fair estimation of the contribution of each medium tends to become convoluted. It is a situation that many marketers find themselves in, especially when it comes to offline and online mediums. Google, itself, has been criticized by some commentators as being overly partial to the final medium in the acquisition process.

With the new announcements, which Google said will begin to roll out over the next few months, Google is also attempting to match Facebook in terms of log-in data from clients by reducing dependency on just cookies and mobile Ids, which might not give the most accurate information all the time.

Among the announcements was an extension of the BrandLift program to further close the loop between TV and mobile. BrandLift, as defined by Google, measures the direct impact of YouTube ads are having on perceptions and behaviour throughout the consumer journey.  This includes lifts in brand awareness, ad recall, consideration, favorability, purchase intent, and brand interest.

“Today, we’re extending the capabilities of Brand Lift to TV campaigns to show marketers how TV ads increase Google and YouTube searches for your brand compared to YouTube campaigns. From early tests, we've seen that YouTube generates almost 2x searches per impression than TV generates,” wrote Brad Bender, VP of Display and Video Advertising at Google, on the Official Google Blog.

Google is also adding location extensions and store visits measurement for the Google Display Network (GDN). This move comes as Google says that there exists “a real connection” between online ads and offline visits. According to the company, 30 per cent of smartphone users who visit a website or app on their phones buy something in a store within 24 hours.

Google has also announced the launch of cross device remarketing for GDN and DoubleClick Bid Manager. This will enable marketers to address audiences with a common communication across devices and decide how frequently they see ads across devices.

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