Tag Archives: TV

Making the web work for major brands

In the 1950s, major brand marketers, like movie studios and consumer goods companies, embraced television, helping spark a multi-billion dollar industry—and the beginning of TV’s golden age.

One reason these brands invested in TV was the emergence of new measurement tools, like TV ratings and market research, that helped show which ads were reaching the right audiences and having a positive impact.

Measurability is already at the heart of digital advertising—every second, businesses rely on insights from products like Google Analytics and Google AdWords to help them grow.

But major brands are interested in things like “brand recall” (such as whether consumers remember the name of your cereal), and “brand favorability” (whether they think positively about it), rather than just clicks and online sales. The metrics that the online advertising industry uses today aren’t always equipped to tell that fuller story. Many brands scramble together metrics like clicks, ad impressions, and numerous tools and measurement solutions, trying to make sense of them and—some time later—acting upon the insights they can glean.

The lack of these actionable, truly useful metrics is a key reason that many major brands have been cautious in embracing digital advertising over the past decade, even as high-quality content and millions of users have moved online.

We think that a new generation of measurement solutions will help brands quantify the benefits of investing online and will help to fund the next generation of great online content and services.

Today at the Ad Age Digital Conference we’re introducing the Brand Activate initiative, a new effort to re-imagine online measurement for brand marketers and—crucially—to help brands turn measurement into action, immediately. We’re working with the industry and supporting the IAB’s Making Measurement Make Sense (3MS) coalition on this project.

We believe that the industry’s significant investment in these areas can substantially grow the online advertising pie, help major brands invest for growth, and fund new digital content and services.

Read all the details about this initiative, and the first solutions (Active GRP and Active View) on our Agency blog.

Playbook for tackling the Super Bowl with Google

While thousands of lucky fans will brave the crowds at the Lucas Oil Stadium in Indianapolis, Ind. to fill the coveted seats at this Sunday’s Super Bowl, many more in the U.S. will enjoy the game from home—in front of the TV, with mobile phones and tablets at the ready.

As the New York Giants and New England Patriots prepare for kickoff, here are several ways to make the most of the big game with Google—wherever you’re watching. You can explore the full list in our Game Day with Google playbook, a new page on Inside Search that we’ve filled with tips on how to use Google to enjoy the game.

Get the inside scoop
Visit the Giants and Patriots Google+ pages for behind-the-scenes coverage and details on a chance for you to join the Giants pre-game hangout on Thursday for a face-to-face chat with the players. Be sure to leave a comment on their post for a chance to participate.

On Monday, Feb 6 at noon ET, stop by the NBC Sports Google+ page for a Hangout On Air with CNBC sports business reporter Darren Rovell. He’ll chat about the previous day’s game and review the best commercials with fans that drop in. Leave a comment on this NBC Sports post to throw your name in the hat to be one of the lucky participants who will chat with Rovell On Air.

Plan your party
Super Bowl party rivalry is already in full swing with Indiana leading the pack in Google searches for [super bowl party], ahead of both New York and Massachusetts. Despite New York being the home state of the buffalo wing, searches for [chicken wings] are nearly 50 percent higher in Massachusetts.

If you’re looking for a dip recipes, [hummus] reigns supreme, followed by guacamole, queso and bean dip. Use Google Recipe search to find a recipe with the ingredients to make everyone happy. Or, swing by ChefHangout on Google+ to join a cooking class on favorite Super Bowl party foods.

Talking babies or barking dogs? You decide.
It wouldn’t be the Super Bowl without the commercials. We’ve already seen a flurry of pre-game teasers pop up on YouTube and Google+, but which commercial will reign supreme? Our fifth annual YouTube Ad Blitz in partnership with NBC Sports enables you to replay and vote on your favorite commercials online from a laptop, mobile phone or tablet. Tune in to the YouTube Ad Blitz channel or NBCSports.com to watch and rate the commercials.

Watch the Madonna premiere on YouTube
If the halftime show interests you more than counting yards gained and lost, get an early taste of the show with Madonna’s music video premiere for “Give Me All Your Luvin” featuring Nicki Minaj and M.I.A on her official youtube.com/Madonna channel this Friday and on the YouTube Ad Blitz channel pre-game on Sunday. You can pre-order her deluxe album right there in the video description. And make sure to tune in to Madonna’s Google+ profile all week long for her latest news.

May the best team win!

Keeping up with the 2012 U.S. election with Google.com/Elections

From the nineteenth century’s pamphlets to the twentieth century’s TV ad revolution, our elections have always been shaped by how we communicate and consume information. There’s no question that the Internet is set to deliver more political information, opinion and news than any other medium throughout the 2012 U.S. elections. The web offers candidate and issue info to voters; networking and fundraising platforms for campaigns; and research and productivity tools for journalists.

Today, just in time for the Iowa Caucuses, we’re launching google.com/elections, an election hub where citizens can study, watch, discuss, learn about, participate in and perhaps even make an impact on the digital campaign trail as it blazes forward to Tuesday, November 6, 2012.

The site enables voters, journalists and campaigns to quickly sort through election info by popularity, race or issues. People can also check out the Trends Dashboard to take the web’s real-time political pulse by comparing candidates’ YouTube video views, search traffic and Google News mentions. Campaign staffers, advocates and everyday citizens can utilize our tools and features to reach, engage and inspire voters.

There are a lot of miles to cover and coffee to be consumed before Election Day. We hope you’ll make Google.com/elections one of your regular online stops along the way.

(Cross-posted from the Politics & Elections Blog)

Google+ Pages: connect with all the things you care about

In life we connect with all kinds of people, places and things. There’s friends and family, of course, but there’s also the sports teams we root for, the coffee shops we’re loyal to, and the TV shows we can’t stop watching (to name a few).

So far Google+ has focused on connecting people with other people. But we want to make sure you can build relationships with all the things you care about—from local businesses to global brands—so today we’re rolling out Google+ Pages worldwide.

People + pages, better together
Google+ has always been a place for real-life sharing, and Google+ Pages is no exception. After all: behind every page (or storefront, or four-door sedan) is a passionate group of individuals, and we think you should able to connect with them too.

For you and me, this means we can now hang out live with the local bike shop, or discuss our wardrobe with a favorite clothing line, or follow a band on tour. Google+ pages give life to everything we find in the real world. And by adding them to circles, we can create lasting bonds with the pages (and people) that matter most.

For businesses and brands, Google+ pages help you connect with the customers and fans who love you. Not only can they recommend you with a +1, or add you to a circle to listen long-term. They can actually spend time with your team, face-to-face-to-face. All you need to do is start sharing, and you’ll soon find the super fans and loyal customers that want to say hello.

A number of pages are already available (see below), but any organization will soon be able to join the community at plus.google.com/pages/create.

* You can join Kermit and Ms. Piggy for a live Hangout on the Muppets’ Google+ page today at 4:30pm PT!

Direct Connect from Google search
People search on Google billions of times a day, and very often, they’re looking for businesses and brands. Today’s launch of Google+ Pages can help people transform their queries into meaningful connections, so we’re rolling out two ways to add pages to circles from Google search. The first is by including Google+ pages in search results, and the second is a new feature called Direct Connect.

Maybe you’re watching a movie trailer, or you just heard that your favorite band is coming to town. In both cases you want to connect with them right now, and Direct Connect makes it easy—even automatic. Just go to Google and search for [+], followed by the page you’re interested in (like +Angry Birds). We’ll take you to their Google+ page, and if you want, we’ll add them to your circles.

Direct Connect works for a limited number of pages today (like +Google, +Pepsi, and +Toyota), but many more are coming. In the meantime, organizations can learn more about Direct Connect in our Help Center.

With Google+, we strive to bring the nuance and richness of real-life sharing to software. Today’s initial launch of Google+ Pages brings us a little bit closer, but we’ve still got lots of improvements planned, and miles to go before we sleep. So stay tuned.