Advertisers who are going the digital way can now explore more options to advertise on multi-media digital platforms. Global internet giant, Google has taken a number of innovative steps to encourage digital advertising, the most recent being AdWords for video advertising. Last week, the company also introduced fresh brand metrics called Brand Activate Solution at Ad Age Digital Conference.
Google has now announced that it will give away $50 million in free Google AdWords advertising to help more than 500,000 businesses get into video advertising space. It is a step to attract advertisers to online video advertising.
Google has announced a number of new products, resources and tools to facilitate video advertising solutions. The interesting aspect of this initiative is its model, which is analogous to Google search advertising. As per the new model of video advertising, advertisers will pay when someone chooses to watch their ads. Advertisers can create and manage video campaigns from the same platform as search and display ads.
Baljeet Singh, Group Product Manager, YouTube revealed that if an advertiser is new to AdWords, he can receive a $75 credit when he signs up. For instance, with $75 a video campaign can reach more than 1,500 customers on YouTube for one month.
Google claims that video ads increase brand recall. Citing Google Campaign Insights 2011, company’s official blog mentioned that on an average, YouTube video ads drive a 20 per cent increase in traffic to websites and a five percent increase in searches for business.
The new ad method will be based on Google’s search model. Advertisers can promote videos through keywords in YouTube results. AdWords for video enables direct connection with existing YouTube accounts for video campaigns.
In another replication of the search model, advertisers will have to pay only when viewers choose to watch ads. “Your ad budget is focused on viewers interested in your video. By displaying a call-to-action overlay on your video, you can talk about a sale or specific offer to your viewers, share more information about your business, or drive traffic to your website,” stated Singh in the blog.
But how keen are advertisers to indulge in contextual advertising on online video platforms? Anurag Gupta, MD, DGM India explained, “In a macro perspective, Google is the largest player in the online space. So, if Google launches a new program like this, it is likely to get integrated in the advertising system. But whether it will be a good monetisation tool, remains to be seen.”
Unny Radhakrishnan, National Director – Digital, Maxus Global agreed, “This initiative is very interesting as advertisers are now giving more importance to online video advertising. Today advertisers in India are comfortable with television, which has led to the growth of advertising on TV. With YouTube and other video advertising mediums, there is a fair chance for online video advertising as well.”
Google’s new advertising formula: Fresh measurement metrics
Recently, Neal Mohan, Vice President, Display Advertising at Google, explained that better metrics for success of online advertising is feasible and Google is working in association with agencies to achieve it.
The Brand Activate initiative will attempt to measure the online success of a brand campaign. The company, in its official blog, stated, “We’ll also be making this metric a universal currency, ultimately offering it within DoubleClick to advertisers, as well as our publisher partners.”
In a nutshell, Google will rollout a technology which will count online viewed impression. Once this becomes a reality, advertisers will have to pay only for the online impressions registered.
“Internet in India is in its nascent stages. It is nowhere close to television or print. As the medium evolves, new better measurement techniques will also evolve,” explained Gupta.
For the record, more than 800 million unique users visit YouTube each month, and 60 hours of videos are uploaded every minute. India is one the largest markets for YouTube with close to 25 million users. The number of users has doubled in the last one year. Mobile YouTube is growing at 300 per cent year-on-year. Google’s display advertising business is growing by 100 per cent and search advertising is growing at a rate of 60 per cent year-on-year.
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