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PROGRESS ON GOOGLE TOOL TO MEASURE BRAND ADVERTISING

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PROGRESS ON GOOGLE TOOL TO MEASURE BRAND ADVERTISING

Oct 6 2014, 3.10pm GMT

Stock.com

Google [GOOGLE] takes advertising measurement tool into alternative media channels.

High viewing figures of YouTube have not translated into advertising sales to the extent that Google anticipated. Therefore the next stage in Google’s campaign to gain ground in the digital advertising market, currently worth $140billion, is to make their measurement tool available to more brand advertisers (both display and video). The aim of the tool is to prove to clients that their branding advertising on Google platforms has a return on investment – and to accurately measure that ROI.

Persuading brand advertisers to test digital as an alternative or addition to the usual TV and print placements is the goal for Google’s measurement tools. The $50 billion per year that Google currently earns from digital advertising is predominantly through click to respond/buy via its search engine, making brand advertising based on awareness and recall, a ripe market.

Tools such as BRAND LIFT are sold as part of AdWords to individual clients to gauge the success of their branding and awareness campaigns through a series of online surveys. The figures reported in tests are: 82 percent rise in advert recall, and 64 percent rise in brand awareness. BRAND LIFT was first introduced to YouTube in 2013, now it will be available on DoubleClick in the next months.

With all marketers constantly looking to measure ROI, this could prove popular for those wanting to enter or continue in digital branding exposure.

Google shares have gone up by 0.92 percent at market opening and are rising.

There is also speculation in the media, though unconfirmed by Google, that the tech company are testing of a new mobile messaging App in India for emerging markets.

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