I look forward to sharing several new innovations with you on Monday morning at Advertising Week’s Times Center Stage -- all of which are designed to help you close the loop between television and digital, online and offline, and mobile and desktop.
Close the loop between TV and digital with Brand Lift
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.1
Brand Lift for TV requires very little set-up – you don’t even need to provide your media schedule. As long as you’re running Brand Lift on both a TV campaign and a YouTube campaign, we’ll be able to report the incremental searches for your brand.
Close the loop between online ads and offline salesIn addition to the interaction between TV, YouTube and online search, there is now a real connection between online ads and offline visits to stores: 30% of smartphone users who visit a website or app on their phones buy something in a store within 24 hours.2
That’s why we’re introducing location extensions and store visits measurement for the Google Display Network -- to help marketers close the loop between online ads and offline sales. As consumers browse their favorite websites or interact with their favorite apps, you can reach them with ads that show your business address, Google Maps directions and photos. It’s a high-impact, immediate way to increase foot traffic to your store.
So how do marketers measure the impact of these online ads? Store visits for display measures the impact of your Display Network ads on actual visits to your store, hotel, auto dealership or restaurant. With the power of Google Maps technology, we have access to the exact dimensions of over 200 million stores globally to deliver 99% accuracy in reported visits.3 Only Google can deliver this level of precision and scale. [Learn more]
Close the loop across devicesThe final loop to close is the one across all the devices people use -- phones, tablets, laptops and everything in between. Today, we’re introducing cross-device remarketing for Google Display Network and DoubleClick Bid Manager to help you reach the same user across devices, apps, and sites. You can now tell a single story to your audience and decide how frequently they see your ad across devices.
All of these innovations will be rolling out over the course of the next few months.
It’s a privilege to build products that help brands close the loop for measurement, reach and engagement. We’re excited to share more details about these innovations with you throughout Advertising Week, and I look forward to your feedback as we continue this journey together.
Join the conversation at #GoogleAW2016.
1. Google Internal meta-analysis of 1188 U.S. studies, August 2015 - April 2016.
2. Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016, Representative sample of US smartphone users = 1000, Visited a Website or App = 721.
3. Store visits are calculated using conservative data thresholds with 99% certainty that reported visits are less than or equal to actual visits.