Hey—we've moved. Visit
The Keyword
for all the latest news and stories from Google
Official Blog
Insights from Googlers into our products, technology, and the Google culture
Making the web work for major brands
18 avril 2012
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
.
Posted by Neal Mohan, Vice President of Display Advertising
Libellés
Africa
19
Android
58
April 1
4
Asia
39
Europe
46
Latin America
18
accessibility
41
acquisition
26
ads
131
apps
419
books + book search
48
commerce
12
computing history
7
crisis response
33
culture
12
developers
120
diversity
35
doodles
68
education and research
144
entrepreneurs at Google
14
faster web
16
free expression
61
google.org
73
googleplus
50
googlers and culture
202
green
102
maps and earth
194
mobile
124
online safety
19
open source
19
photos
39
policy and issues
139
politics
71
privacy
66
recruiting and hiring
32
scholarships
31
search
505
search quality
24
search trends
118
security
36
small business
31
user experience and usability
41
youtube and video
140
Archive
2016
nov.
oct.
sept.
août
juil.
juin
mai
avr.
mars
févr.
janv.
2015
déc.
nov.
oct.
sept.
août
juil.
juin
mai
avr.
mars
févr.
janv.
2014
déc.
nov.
oct.
sept.
août
juil.
juin
mai
avr.
mars
févr.
janv.
2013
déc.
nov.
oct.
sept.
août
juil.
juin
mai
avr.
mars
févr.
janv.
2012
déc.
nov.
oct.
sept.
août
juil.
juin
mai
avr.
mars
févr.
janv.
2011
déc.
nov.
oct.
sept.
août
juil.
juin
mai
avr.
mars
févr.
janv.
2010
déc.
nov.
oct.
sept.
août
juil.
juin
mai
avr.
mars
févr.
janv.
2009
déc.
nov.
oct.
sept.
août
juil.
juin
mai
avr.
mars
févr.
janv.
2008
déc.
nov.
oct.
sept.
août
juil.
juin
mai
avr.
mars
févr.
janv.
2007
déc.
nov.
oct.
sept.
août
juil.
juin
mai
avr.
mars
févr.
janv.
2006
déc.
nov.
oct.
sept.
août
juil.
juin
mai
avr.
mars
févr.
janv.
2005
déc.
nov.
oct.
sept.
août
juil.
juin
mai
avr.
mars
févr.
janv.
2004
déc.
nov.
oct.
sept.
août
juil.
juin
mai
avr.
Feed
Google
on
Follow @google
Follow
Give us feedback in our
Product Forums
.
Follow
