Several new advertising innovations designed to help you close the loop between television and digital, online and offline, and mobile and desktop announced from the Advertising Week’s Times Center Stage.
For the last several years, we’ve been investing in our Brand Lift product to show marketers how YouTube campaigns impact brand metrics like awareness and purchase intent — throughout the entire consumer journey.
First among others, closing the loop between TV and digital marketing, “Brand Lift” is now available to TV campaigns as well— helping marketers to see “how TV ads increase their brand searches on Google and YouTube compared to YouTube campaigns,” writes Adwords team.
According to early tests, YouTube generates almost 2x searches per impression than TV generates.
As long as you’re running Brand Lift on both TV and YouTube campaign, incremental searches for your brand will be reported. And, only a little set up is required, even you don’t need media schedule.
In addition to help marketers close the loop between online ads and offline sales, “location extensions” and “store visits measurement” for Google Display Network is launched. It’s an immediate way to increase foot traffic to your store.
With this feature, brands can show their business address, Google Maps directions, and photos to consumers when they interact with their favorite websites and apps.
Additionally, to help you reach the same user across devices, apps, and sites, Google has also introduced today “cross-device remarketing” for Google Display Network and “DoubleClick Bid Manager.”
Using this, an advertiser can build a customized ad campaign and launch it across-devices at a different time of the day.
All of the above innovations, Google says, will be rolling out over the course of the next few months.