Google Adds More Horsepower to Online Advertising Analytics

 

Wow, Google takes a further leap in online advertising analytics by adding new features like Google's Active View (tells whether if the ad is seen by the user, what percentage is viewed, and for how much time) and Active GRP (tells reach and frequency for a particular ad campaign, similar to television media.)  Not only this, the new feature which has made advertising more measurable will prove more rewarding for the advertisers. Google promises that it will bill the ads only when ad is at least 50 percent visible on the website and present at least for one second.

Google has dominated the market and has been like no other when it comes to online search and advertising. The company earlier also provided host of advertising planning and targeting tools with number of features including demographic, behavioral and geographic targeting. However, I feel the industry still has not adapted the prowess which online advertising provides. It needs to augment its understanding and benefit more from internet as an advertisement medium. 


Google and Facebook are constantly upgrading the advertising platform and providing more and more robust metrics to deliver online ads more effectively. However, shallow understanding of online advertising among large number of clients and agencies, and fixated mindset in the favor of traditional media, has not given online advertising the justified penny share. Thus, this opens up new opportunities for the younger generation with jobs abound.  


All I would say is, world is changing unwaveringly, will we able to catch it? If yes, world is yours.

P.S. I will post more on this topic in the time to come, for the time being, below is a small promo video from Google Analytics and an article on this from Afaqs. 

Google announces new metrics for online advertising

The search biggie has announced new tools to measure the effectiveness of online ads in an effort to entice marketers to adopt the digital medium.

For long, brands and marketers have struggled to measure the success of their campaigns or initiatives on various media, and digital advertising has not been much different. Clicks and impressions have for years ruled the roost as far as measuring the impact and reach of an online campaign is concerned. Google recently announced the launch of new metrics, which the internet giant calls an effort to persuade marketers to pump in more money from traditional advertising methods to the online medium.

According to Google, the initiative, called 'Brand Activate', aims to re-imagine online measurement for brand marketers and will build useful brand metrics into the tools that advertisers are already using to manage their campaigns. The launch was announced on the company's official blog by Neal Mohan, vice-president, display advertising, Google. As part of the launch, two new tools have been introduced - Active View and Active GRP.

Google's Active View solution measures whether the ad is seen by the user, the percentage of the ad that is viewed, and the duration of ad exposure. Google will only count the ad as 'viewed' if the advertisement is 'at least 50 per cent viewable on the screen for at least one second.'

Active GRP solution is similar to the Gross Rating Point metric used predominantly in the television industry. Active GRP will allow advertisers to quickly measure the effectiveness of a campaign and adjust accordingly. It will focus on providing information related to the reach and frequency of the digital campaign.

This tool has two key features. First, it is built right into the ad serving tools that the publishers and marketers already use every day. It will enable real-time decision making, allowing advertisers to make adjustments to their campaigns at the speed of the web. Secondly, it has a robust methodology, as it is calculated by a statistical model that combines aggregated panel data and anonymous user data (either inferred or user-provided), and will work in conjunction with Active View to measure viewed impressions.

According to Google, this approach overcomes problems of potential panel skewing and reliance on a single data source. It also has the advantage of never using personally identifiable information, not sharing user data with third parties, and enabling users, through Google's Ads Preferences Manager, to opt-out.

Adoption of online medium

These tools have been launched by Google with the aim to drive the adoption of the online medium as the preferred choice for advertising by brands and marketers. According to many digital marketers and connoisseurs, the medium has always attracted a step-brotherly treatment as compared to traditional modes of advertising. The paltry marketing budget allotted to the medium is a reflection of the trust marketers have on the medium to spread the word about their brand, product or service.

Suvodeep Das, marketing head, Kaya Skin Clinic calls it a step in the right direction. "These new tools are a step in the right direction to simplify digital media buying and planning. Whether it will work or not, will depend how accurate these measurements turn out to be," he says.

But there are some who believe that adoption is going to be a tough ask. V Balasubramaniun, head, technology, Ozone Media, says, "The adoption will be tough as the industry is used to the way impressions are defined today. As an ad network, sometimes it is tough to explain geo-targeting to publishers as to why they won't get paid for a few impressions as they were served in geographies outside the ones defined by the agreement. Now, with the new standard, if we go back to our publishers and say that we won't be paying for a bunch of impressions as it was never viewed at all, there could be a lot of heartburn. Publishers should use this opportunity to redesign their pages, remove the clutter and have fewer placements that are visible."

Opportunities and challenges

This newly introduced business solution brings a ray of hope for brands. With specific targeting tools like Active View and Active GRP, businesses can now make strategies with the objective of gaining screen presence, brand recall, brand awareness and a positive online reputation, which all come together to convert into revenue.

Avijit Arya of Internet Moguls says, "If you can think outside complex calculations of cost and revenue and can measure success in terms building trust, confidence and a positive reputation, then we can surely see creative minds getting a foothold back in the ad world, with businesses finally realising the true potential of online marketing."

Till now, the success and failure of an ad campaign has been measured in number of clicks, traffic to the website, and online sales figures during the campaign duration. In such a scenario, it is normal for advertisers to lose focus and make wrong decisions like pushing an ad with a negative impact, while sidelining something with great brand strengthening ability. While Arya believes that businesses may take a while to understand the true potential of Active Views and Active GRP, online marketing agencies must be all smiles as selling the idea of online advertising has just been made all the more easier by Google.

He adds, "The only real challenge that I foresee is the ignorance of most businesses as they usually tend to give less than due credit to long term benefits and impress upon short term gains. Each penny spent on the internet is expected to convert into revenue, while millions are spent on TV ads just for brand awareness or brand recall."

Growing importance of metrics

Metrics for long has been a much debated subject. The lack of a singular currency to measure the effectiveness of a particular online campaign and the return on investments coming in from the campaign has kept the marketing clan away from investing heavily in the medium as they would do in a print, television or an outdoor campaign. The call for a singular certified unit to measure the effectiveness of a digital campaign has been growing louder with each passing day.

Debdutta Upadhayaya, vice-president, Vdopia Inc., says, "Any certified analytics, which gives a good idea about the performance of a campaign, will help the growth of the industry. The introduction of these metrics indicates their growing importance in the marketing function and will surely go a long way in driving the adoption of the digital medium."

Can Aamir bring back Sunday mornings of yesteryear back?

Coming this week, for many, Star Plus would be the main item of Sunday morning brunch. As "Satyamev Jayate" a program on social issues grappling India would be aired simultaneously on many channels of Star Network and Doordarshan. at 11 AM. But icing on the cake is the host of serial, the mass appealing Aamir Khan.

It is sure that Aamir effect along with both content and strategic timing (Sunday Mornings) gives a lot of leeway to the serial.and may add up some more TRPs. However, I still wonder, how such a serial would keep children hooked, the key contenders of TV remote controls at least on Sunday mornings. Also, the serious nature of the serial might not appeal to everyone as most of us wish at least Sunday mornings to be light, fun filled and dreamy, rather being serious.

However, what is inside the box is still not clear, as the complete format of the serial is still a suspense. The ad spots booked (Sponsorship) majorly belong to mass appeal brands like Airtel, Aqua Guard, Coca -Cola, J&J, Skoda, Axis Bank, Berger Paints and Dixcy Scott.

My gut feeling says, the program would not be able to gear up a TRP of more than 5-6 over a period of time. This is less than that for most of the seasons of KBC and many of the "latest" box office movies aired on TV.

The program has come up with an impressive "Theme Songs" which is bound to mesmerize the viewers and aggressive Television Campaign. 

   

What do you say?

 Below is an article on same from Business Standard:

If Big B won your hearts with Kaun Banega Crorepati, Salman Khan made you laugh with Bigg Boss and 10 ka Dam, and Akshay Kumar kept you on the edge of your seats with Khatron ke Khiladi, how could Aamir Khan be left behind in the race?

Even before hitting the small screen, Satyamev Jayate, with which Aamir Khan makes his television debut on May 5, is already making waves. To be telecast on Sundays at 11 am, the show will be reminiscent of Sunday morning family TV viewing — a common thing when serials like Ramayana and Mahabharat were on air.

Like his movies, Khan has kept the concept of the show a secret, but industry officials say it is a talk show where he will talk about social issues like child labour, health problems and other issues affecting the country.

“I am not attempting to change anybody’s life. When I speak about change, it’s about changing myself. I am not interested in changing the world. I only want to connect with them emotionally and empathise,” Aamir Khan said at the launch of the show’s theme song.

For the first time, a show will be aired simultaneously on two networks — STAR and Doordarshan. Even within STAR Network, it will have simulcast on Star Plus, Star Pravah, Star Jalsha, Star Utsav, Asianet and Star Vijay. In addition, the show is being dubbed in four southern languages — Telugu, Tamil, Malayalam and Kannada. “This show is being launched on a large scale. I had to make complete use of this medium. This is a baby step in that direction,” he said.

Airtel is the show’s presenting sponsor, while it is being co-sponsored by Aqua guard. Coca-Cola, Johnson & Johnson, Skoda, Axis Bank, Berger paints and Dixcy Scott have also been signed up as associate sponsors.

According to media sources, STAR will give exclusivity to sponsors. This means, there will be no competing brands on the show and the broadcaster will not sell spots to any competitor brand. The title sponsorship has been hawked at Rs 16-20 crore, while associate sponsors have paid Rs 6-7 crore.

“Satyamev Jayate focuses on social issues that hold back the nation’s progress. It taps into the latent desire of people to better their lives. Aamir Khan’s foray into television will ensure strong viewership for the show and will give Axis Bank the pan-Indian presence,” said Manisha Lath Gupta, chief marketing officer, Axis Bank.

Even the promotions of the show, with the budget of around Rs 6 crore, are touted to be the most expensive yet on the Indian television. For the first time ever, a TV show had road block across channels; and, it will be supported by a multimedia campaign as it moves closer to launch. Even for shows hosted by Salman Khan and Shah Rukh Khan, the initial promotion costs have not exceeded Rs 2.5 crore.

“The big idea in the marketing campaign is summed up in one line “Jab dil ko lagegi, tabhi baat banegi” while the candid campaign is simple, yet revolutionary, as Aamir discusses the show with a team member and shares his thoughts in a conversational, reflective and passionate style,” said Gayatri Yadav, executive vice-president (marketing), STAR India.

The campaign is a series of about ten films, each delivering a message about the show — “entertainment ka matlab”, “dil se dekh kar dekho”, “sabka show”, “doodh ka doodh”, and more.

A source from Aamir Khan Productions said this was one of the company’s most ambitious projects. “It’s one of the biggest and most innovative projects we have worked on so far,” he added.

Most executives from rival channels said, though the show looked innovative, it had baffled everyone because Sunday mornings were chosen for telecast, and not prime-time slots available between 8 pm and 10 pm on weekends.

“STAR will have an advantage, as most channels do not have exclusive programming for Sunday mornings. If the show clicks, it might actually just revive that slot timing and change the current rules of TV viewing,” said the chief executive of a competing network on the condition of anonymity.

The industry says Khan’s marketing moves have hardly missed their aims. This time, STAR India would be hoping this one is no different.