Google Announces ‘Brand Activate’ Initiative
‘Brand Activate’ is Google’s new initiative with aim to re-invent the way big companies measure and quickly act in response to their branding efforts and consumer sentiment.
Google’s move in this direction represents addition to the usual metrics based on CTR values and impressions and they hope to set new industry standard in measuring branding and advertising defectiveness. Neal Mohan, vice president of display advertising at Google states:
“…major brands are interested in things like “brand recall” [...], and “brand favorability” [...], rather than just clicks and online sales. The metrics that the online advertising industry uses today aren’t always equipped to tell that fuller story.”
According to Mohan marketers at big brands often have difficulties making sense of different bits and pieces of data and designing appropriate actions and marketing responses. This he says, was one of the biggest obstacles in adoption of on-line channels to full extent. Google aims to help brands understand where the money is going and make the benefits more tangible.