Monthly:September 2012

Media Planning Toolkit


Planning can be tough. Ever changing media consumption, elusive audiences & time constraints can make it difficult to know your audience, how to target them and measure the impact… And yet careful media planning is key to successful campaigns.

Google planning tools can enable better decisions and more agile planning, with real-time data, insights across digital platforms.

Today, we are launching the Media Planning Toolkit to bring all these planning resources in one place. 

Make it your go-to destination to find quality insights and ideas, optimize your media plan and measure the results.

Happy planning.

Posted by Romain Perrier, Agency MarketingRead More

Ocado case study: Google+ features take the cake

With its inherently digital focus, internet grocery retailer Ocado has established itself as an early adopter of new technologies, so it comes as no surprise that the company embraced Google+ as soon as it could – and has already started reaping some tasty benefits.

The opportunity for Google+ to contribute to improved search rankings was a convincing reason to launch the brand’s Google+ page. By adopting social extensions, Ocado ads became instantly more compelling, and click-through rates increased by 30%.

Hangouts are a clever way that Ocado has brought food-centric content to life. The company capitalised on its existing Great British Chefs initiative and used Google+ to produce a live event where the chefs cooked for customers. Ocado promoted the hangouts via True View ads on YouTube, which resulted in 167k engaged views. The Ocado YouTube channel views went from 50k to 230k in the space of a week thanks to the hangout, without including the people who live-streamed the event (which numbered about 60 individuals at any given time).

The experience has led Ocado to consider further possibilities for moving images. They are keen not to use text-based feeds as what they really want is to get people excited about food, and images are a great way of differentiating. In addition to hangouts and images, Ocado has embraced the Google+ badge which appears on the check-out page with the aim of making the shopping experience social through gifting and sharing.

In future, Ocado has plans for more hangouts on the Google+ page, as well as ideas for more video and channel-specific content. The intention is to deliver the sights and sounds – if not the tastes and aromas – of Ocado products straight to users’ screens.

Find out more about Ocado’s recipe for success by reading the full case study here.

Posted by +Natalia Cano
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Creative Sandbox Gallery. Now open for play.

At Google, we’re amazed by how the ad industry is using the digital canvas to bring brands and ideas to life. Whether it’s enticing viewers with video, evoking a smile with a mobile phone, or re-configuring the typical ‘test drive.’ When digital advertising works, it can not only be informative, but emotional and dazzling. That’s why we’ve created a space where everyone can see this great work, talk about it, and roll around in it like a big happy dog.

Yesterday we launched the Creative Sandbox gallery. It’s a crowdsourced collection of global campaigns that push the boundaries of creativity and technology from across digital platforms — a place to flash your brilliance, spark new digital ideas, inspire and be inspired. We’re asking the creators to share a little detail on how they made the magic happen and the tools they used to do it, exposing us all to new ideas and new ways to improve our own work.

As with any sandbox, looking and playing are required. Vote to push your favorite projects to the top. Tell other creators what you admire. And if you’ve done something amazing lately, send it in. We’d all love to see it.

Jump in. Explore. And play.

www.creativesandbox.com

Posted by Justin Joy, Agency Marketing ManagerRead More

How Google+ is being used by Fashion Brands

For anyone with a passion for fashion, the most exciting time of the year is here: Fashion Week. While the runway shows in New York, London, Milan or Paris are still filled mostly with fashion buyers, bloggers and celebrities, with YouTube and Google+, everyone can get a front row seat right from their desktop, mobile phone or tablet.

  • From New York, more than 30 fashion shows are being streamed on YouTube Live from the Runway channel, sponsored by Maybelline, giving you front row access from your living room.
  • very.co.uk hosted a hangout on air with Radio 1 DJ Fearne Cotton who presented her Winter Collection with fans. Only 6 people were given the chance to chat with Fearne and ask her questions about her new Collection but there were prizes for everyone: free tickets to join her exclusive London Fashion Week show this Thursday.

  • Paris Vogue Fashion’s Night Out: +VogueParis posted “Live-GIFs” of the event on their +Page, where notable guests, models and VIPs had their images turned into GIFs, ready to be shared across the web. Their 3hour YouTube live broadcast, is now available on the Vogue Paris YouTube Channel http://www.youtube.com/user/Vogueparisfr or on www.vogue.fr.

There are without any doubt an increasing number of EMEA brands Gucci, Burberry, H&M, Hugo Boss with over 1 million followers on Google+ and others such as Versace or Armani who continue to grow on the platform. These brands are all using the photo / image capabilities of G+ to showcase all their latest designs and collections.

We saw this earlier in February with H&M’s David Beckham underwear collection, and now again in August with H&M’s (#BeckhamforHM) behind the scene photo shoot, and continue to see more and more examples of how fashion and retail brands are embracing Google+ to engage with their followers.



Posted by Natalia Cano, PMM Google+ B2B MarketingRead More

Online Engagement and FMCG Spend in the UK

Are you an advertiser or agency interested in the UK FMCG sector? Are you looking for more information on ROPO (research online purchase offline) behaviour? Then check out this study that looks at ROPO behaviour in the UK FMCG sector focusing on FMCG searchers and those who have visited a grocery retail online site. The study combines single source data for online behaviors and offline purchases in those categories.

 Key Findings:

  • In 2011, 64% of UK internet users spent significant time researching brands before making a major purchase (vs. 50% in 2008). 
  • 47% of main shoppers visit grocery retailer websites and 72% search for FMCG related terms. Two thirds of main shoppers search for Food & Drink related terms, half search for Beauty information. 
  • Main shoppers who Search & Visit spend +13% more in-store than those who do neither. 
  • Main shoppers who search for FMCG information online are younger, more affluent and have larger households. 

You can access ppt and pdf versions of the study on the Think Insights site here. Posted by Rosie Rankin, Agency TeamRead More