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Google executives talk about five trends in digital advertising: achieving targeted delivery

Publisher: administrator Release time: 2013-04-16 Source: Xinhua Number of hits :6622

    The online edition of Forbes magazine recently wrote that Susan Wojcicki, senior vice president of Google's advertising business unit, attended a technology media conference in Los Angeles last week and explained five core ideas about reshaping the future of digital advertising。She believes that advertisers should provide a controlled ecosystem that encourages users to engage, rather than forcing them to click on ads。

  The following is the full text:

  If you want to know what's next for Google in advertising, it's best to ask Wojcicki。Under her leadership, Google accelerated its transition from search advertising to cross-platform advertising services such as display, video and mobile。Over the past year, Google has tried to expand its display advertising revenue by acquiring a number of AD technology companies。However, with the advent of the social and mobile era, Facebook and other new advertising pioneers are posing a big threat to Google。

   Last week, Wojcicki gave a keynote address at the ad:tech conference in Los Angeles, where she laid out her "five ideas for the future of advertising."。These ideas, without exception, serve Google itself, and they are the solution to most of Google's current challenges。In addition, we can learn from this, in the context of increasingly digital media, where Google will start to promote the development of the advertising industry。

   In a question-and-answer session after the keynote, Wojcicki joined Neal Mohan, Google's senior vice president of display advertising, to explain the challenges facing the advertising industry going forward。

   Wojcicki began by saying that advertising is the "lifeblood" of the Internet and that a sea change is taking place: "We have to move as fast as our users.。So I spent a lot of time at Google thinking about the future of advertising, how do we reinvent the industry。Our priority is to analyze what users are thinking, where they're going in the future, and how they're changing their behavior。”

  "Imagine a woman's life in 2020, seven years from now。She wakes up to read the news on the screen, enjoys her favorite music and TV shows, and uses a mobile assistant when she goes out。Her life will be fully digital, with a lot of the advertising budget going online。”

  Here are five of Wojcicki's key ideas for reshaping the future of digital advertising:

  Viewing ads will be voluntary

  Google wants to create a distinctive advertising model that lets users view an AD as they wish, and advertisers pay Google based on cost-per-click, the number of times a user chooses to click on an AD。This forces advertising systems and advertisers to show the right ads at the right time。

  YouTube's TrueView ads follow this model。About 70% of the ads on YouTube are TrueView ads。According to Google, users are skipping YouTube ads 40% less than before。Pepsi even had 33 million views for an AD featuring NASCAR champion driver Jeff McCormack?Jeff Gordon pretended to be a car buyer who had never driven a race car before, but during the test drive he performed a variety of difficult drifting maneuvers that terrified the salesperson。

  Although the video is four minutes long, many people watched it from beginning to end。In addition, there is another advertising model, that is, interactive advertising, which is displayed in standard advertising mode, but when the user puts the mouse over it, it will immediately pop up relevant advertising messages or videos。

  Provide a controlled ecosystem where users are willing to participate

  To serve ads that are relevant to the user, the advertiser must understand the user's background。The relevance and usefulness of ads are crucial to attract more users。Since 2010, the number of customers systematically buying display ads has grown 30-fold。But the one thing that's missing is that users don't have the opportunity to say that this is something they're really interested in。Google has launched an AD preferences page that lists each user's AD preferences。When advertisers offer this opportunity, most people jump at it, but Google has to reach more people and scale the service。

  Third, advertising will be more interactive, attractive and large-scale

  Scale is a key word here, and Google is building an interactive AD that allows advertisers to be more creative。Get users more involved in advertising。For example, Samsung distributed the 90-minute live video of the Galaxy S4 launch through various channels such as advertisements。By clicking on the AD, users will be able to see a video of the event。

  Fourth, in the mobile era, advertising will play a certain role in people's lives

  The average user now has multiple mobile devices and divides their time between them。However, the division of functions between devices is very vague。That's why Google is launching an AD campaign called "Enhanced Campaigns," which I think is the biggest change Google has made to its AdWords platform in recent years。I think the core of these changes is that advertisers can target not just devices, but users, and make ads relevant to where users are, relevant to what they're currently doing。

  Click rate is only one of the means to measure the effect of advertising

  When it comes to measuring the impact of a brand, we all need to have the tools in place。Brand advertisers are surely thinking about how to expand their reach and user reach。To this end, Google is developing indices such as Active GRP and Active View and integrating these data into all of their products。

  Google also recently launched a brand influence survey product that allows the company to survey users who have seen certain ads。Google also made its biggest overhaul of Google Analytics in years, redesigning it so that AD teams can better understand data from different screens and different systems, such as customer relationship management。

  Here are the highlights of the Q&A session:

  Reporter: What role will Google+ play in Google's advertising business in the next 10 years?

  Wojcicki: Social is an important part of any advertiser's offering。We allow brands to create Google+ pages that attract a large number of followers, and these brand pages will appear in organic search results。We are also constantly developing social advertising products。

  Mohan: We don't see social as something that advertisers should do independently。You can link your Google+ page to your AdWords account。We've already linked the Plus page to AdWords Express so you can promote it on the Google Display Network。

  Reporter: For those who already know what they want, choice and control can be very effective。But how can Google stimulate demand for new products that people aren't sure they want?

  Mohan: TrueView is a good example where the concept of choice plays a dominant role in the user's purchase process。

  Reporter: In 2006, Martin Sorrell, CEO of advertising giant WPP, called Google the "frenemy" of the advertising industry.。But he is now calling Google a friendly "frenemy," which many advertising agencies do not see。How do you position your relationship with advertising agencies?

  Wojcicki: Advertising agencies are extremely important partners for us。In SAN Bruno, we have established a Brand Lab specifically for advertising agencies and their clients to drive their brand business。

    Mohan: Through the Google DoubleClick platform and a range of technologies, we have become one of the largest technology partners for most advertising agencies。I myself often deal with advertising agencies。(清辰)