Yesterday (24th July 2013) Google announced a few updates to both its hardware and software portfolios. Each of these updates have obvious consumer facing benefits, but the strategic implications for advertisers and marketeers is also an important consideration.
What should advertisers & marketeers be thinking about when looking at these releases?
The Big Screen! Google has had a few attempts when it comes to cracking the living room but has never quite managed it. The huge success of Android on Tablets and Mobile, and Chrome & Chrome OS on desktops has allowed PPC advertisers to access a huge range of options when using Adwords to display PPC ads. Allowing users to “sling” content from their phone or tablet to their TV for only $35 could mean a huge amount of potential for traditional online advertisers to target adwords on TV.
Although segmenting by device on the display network doesn’t go as far as Chromecast (yet), there is definitely the potential to unlock the power of television advertising through the far cheaper and more efficient auction model of adwords.
Huge Nexus success will be followed up by the Nexus 7 2. Getting more users using Android tablets will give Google even greater scope for displaying ads, and tie in nicely to the Enhanced Campaign mantra of a constantly connected, multi device world.
Additional language support provided providing more access and content to increasingly diverse users -> In short, audience.
Restricted profiles -> Better security for users -> Greater potential targeting for advertisers.
Improved Location -> Higher level of location based accuracy and targeting.
New advertising format in Gmail, showing ads only under the “Promotions” tab are less intrusive, but are showing early signs of higher click-through rates as increased relevancy becomes a priority.
So what about the big picture?
90% of Media activity is now screen-based
The average user’s interaction screentime is split out as below. This shows that a huge amount of interaction time is spent on television which, until now, we as Adwords advertisers have been unable to fully harness.
- TV – 34%
- PC/Laptop – 30%
- Tablet – 23%
- Mobile – 13%
The potential for a real multi device world is huge – let’s take an example of a possible conversion path of the future
A user watching on their Chromecast-enabled television streams content from their mobile watching a channel such as Vevo and is exposed to a branding advert for a new car. As they spend longer per interaction on this device the advert could be displayed at the beginning and end of an episode, making use of the HD format on a big screen.
Towards the end of the show, the user takes a second screen approach to visit the car dealer’s website from their mobile, sees the similar branded image in an Adwords PPC image extension and spends 3-4 minutes browsing the dealer’s site for a local outlet.
Browsing later whilst logged into their gmail account they notice a remarketing advert displayed in their promotions tab for “free test drive & bbq” at the local car dealership, and they sign up to the offer which they redeem in store.
Sales and marketing managers can attribute and visualise this whole process, noting drop off points in the funnel and checking the engagement levels of different visitors as they interact with the company on each device.
This is just a visualisation of what could pose to be a powerful multi-device PPC advertising platform with television being a potentially hugely powerful segment for the future.
Written by Dan Pillay