Google recently made a big announcement on changes to the way brands can advertise with the search giant.
It’s being dubbed as the ‘Brand Activate’ advertising program and will integrate useful brand metrics into the online marketing tools that advertisers use to manage and evaluate their online ad campaigns.
Big brands currently spend over $190 billion per year on television advertisements, so this move by Google could be a very lucrative one by attracting these brands to re-allocate their budget from traditional advertising methods to more modern online advertising methods.
The first Brand Activate solutions to be rolled out for advertisers are:
Active View: measures if the ad was seen by the user, the percentage of the ad that was seen, and the duration of ad exposure. Google will only count the ad as “viewed” if the advertisement was “at least 50% viewable on the screen for at least one second.”
Active GRP metrics: similar to the Gross Rating Point metric used by the television industry. However, since the metrics are delivered in real-time, Active GRP will allow advertisers to quickly measure the effectiveness of a campaign and adjust accordingly.
Active View is expected to make its first appearance within the Google Display network in a few weeks time and will eventually be available within the Double-Click network. Active View data will be immediately actionable; meaning advertisers will be able to pay only for viewed impressions.
Here’s how Neal Mohan, Google’s VP of Display Advertising, explains the service:
The objective is [to] make it easier for more and more brand dollars to come online.
One of the biggest opportunities to crack the nut as it relates to brand advertising is in the area of measurement.
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.