Tuesday, December 1, 2015 | 6:00 AM
- #TheYouTubeAd You Wish You Were In
- #TheYouTubeAd That Gets You Going
- #TheYouTubeAd That’s Your Guilty Pleasure
- #TheYouTubeAd That Gives You Feels
- #TheYouTubeAd That Restores Your Faith in Humanity
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Tuesday, December 1, 2015 | 6:00 AM
Friday, November 20, 2015 | 8:30 AM
|Posted by Becky Chappell
Product Marketing Manager, Google Web Designer
Thursday, November 19, 2015 | 5:00 AM
Good. Fast. Cheap.
Old advertising wisdom says pick two. In today's world, BBDO says pick three.
The mounting pressure of new channels, an ocean of media, and sophisticated and fickle consumers tuning out everything that doesn't interest them means that brands need all three.
Can agencies be agile and excellent at the same time? The only way to find out, as Andrew Robertson, President and CEO of BBDO Worldwide put it, is to have the “confidence to think a little less and to create and experiment a bit more.”
So what happens when you put 10 creative teams into YouTube Spaces around the world and give them 48 hours to shoot, edit and produce videos that deliver on a global brief? And what happens when you test those films on YouTube to see how they perform in the wild?
YouTube + BBDO + TWIXⓇ partnered on the Global Video Create-A-Thon -- a first-of-its-kind, hands-on experience to see what happens when you give 10 teams in four locations limited budgets and 48 hours to create work that resonates globally. Working with Mars and its iconic TWIX global brand, BBDO creatives from around the world were challenged to help TWIX translate its successful “Left TWIX/Right TWIX” fictional rivalry strategy into powerful storytelling that crosses borders. We sought to explore a new way to make content, faster and for less money, without sacrificing quality in today's fast-moving, mobile first landscape.
Tuesday, November 10, 2015 | 2:59 PM
Tuesday, November 3, 2015 | 8:10 AM
If you can’t measure it, how do you know it worked? With this simple principle in mind, we’ve been investing in a broad set of measurement solutions for brands through a combination of product innovation with our own solutions like Brand Lift and Active View and partnerships with leading third parties like comScore and Nielsen on GRPs.
Viewability has long been a focus for us. Built on the foundation of our Active View technology, we launched the ability to buy only viewable impressions on the Google Display Network back in December 2013 and recently completed moving over the last advertiser campaigns from CPMs to viewable CPMs. We’ve worked to ensure viewability rates on YouTube are amongst the industry’s highest. And Active View now works seamlessly across video, display, mobile web and mobile apps (on YouTube and for publishers using DoubleClick for Publishers), and has been adopted by over 80% of advertisers using the DoubleClick platform.
With the MRC-defined industry standard as a base-line for viewability, we are also helping advertisers and agencies go beyond transacting on the industry standard to also measure individual viewability objectives. In order to support this we have begun launching supplementary metrics in Active View, like the ability to see average viewable time and soon when an ad is 100% in view for any length in time. These are the first few in a lineup of supplementary metrics that will provide advertisers with additional data points relevant to their specific campaigns and needs.
Announcing 3rd party viewability reporting on YouTube - bringing you more choice
Today, we're continuing our approach of driving product innovation and supporting choice by announcing that we're broadening the options for advertisers measuring viewability on YouTube. Along with Active View, advertisers will also be able to choose from third party vendors.
Moat, Integral AdScience, comScore and DoubleVerify are a select set of third party vendors that have been approved to report ad viewability on YouTube, beginning with Moat in early 2016. Through these partnerships, we’ll continue to expand measurement options for marketers on YouTube, while maintaining the highest levels of security and privacy for users, advertisers and creators.
“Independent 3rd party verification is extremely important to ensuring that our clients’ media is running as effectively and efficiently as possible. As a long-time partner, IPG Mediabrands is pleased to see Google continue its work to move the industry forward on viewability by allowing independent verification of YouTube, and applaud this recent decision.”
Mitchell Weinstein, SVP Ad Operations, IPG Mediabrands
"Having partners like Google address these challenges helps to push the entire industry forward. This move will generate better industry-wide standards across viewability and third party verification practices and continues the momentum in the right direction."Stay tuned for continued investments in the viewability space, including ongoing product innovation updates to Active View as well as additional partnerships. Together with our partners, our goal is to help our clients measure every moment that matters.
Keith Weed, Chief Marketing and Communications Officer, Unilever
Thursday, September 24, 2015 | 7:30 AM
Mobile has changed the marketing world. Today we're launching an executive guide that shows how brands like Sephora, Virgin America, Walgreens and Home Depot are conquering that new world. It's called Micro-Moments: Your Guide to Winning the Shift to Mobile.
Smartphones have given marketers billions of new daily moments to connect with people. Some of those moments are better for marketing than others, of course: you’re not looking for brand engagement as you post your vacation photos from Bermuda to make your friends jealous.
But there are many more moments when we all turn to our devices and welcome what brands have to say. Those are the I-want-to-know, I-want-to-go, I want-to-do, and I want-to-buy moments when we look for answers, plan ahead and make decisions. At Google, we call these micro-moments.
In these micro-moments, consumers are often more loyal to their immediate needs than to a particular brand. In fact, 65% of smartphone users say that when searching on their smartphones, they look for the most relevant information regardless of the company providing the information.
That makes micro-moments a real land of opportunity. And there's a clear way for brands to win: Identify the moments that matter to their customers, commit to being there with relevant and useful content, and deliver frictionless experiences across devices and channels.
It's essential to be useful: only 9% of users will stay on a mobile site or app if they can't find what they want, it's too slow or it just doesn’t satisfy their needs.
Our new micro-moments guide can help your brand win the shift to mobile and crack the micro-moments code. It’s full of actionable insights to help you...
Tuesday, August 25, 2015 | 12:08 PM
Wherever travelers go, they're online. Whether planning a trip, navigating a new city, or sharing vacation memories, they turn to the web, using whatever device is at hand. This has completely reshaped the path to purchase, creating many moments of intent.