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Google is looking ahead to the future of display advertising online, as it aims to enhance the ways in which marketers can analyse the success of their campaigns.The proposed innovations – which could also allow for more detailed pay per click management on platforms such as Google AdWords – include ways to extend results beyond a single campaign and more ways to judge success.
For instance, Google product management director Ari Paparo notes in an Official Google Blog post that some campaigns are about strengthening a brand or building buzz, rather than simply generating conversions.
The suggested innovations would also allow for campaign data to be carried over when embarking on new promotional activity – helping to incorporate previous results into new pay per click or display ad efforts.
Google recently announced on its Inside AdWords blog new ways to target users, including the option to show advertisements only to people who have previously visited the advertiser’s website and improved funnelling to interpret visitor behaviour from the initial search through to conversion.
Last month, we tuned in to listen to our very own Samantha Noble become a radio star. As a guest on Xan Phillips’ The Business on Voice FM, a programme dedicated to promoting the good news stories about business from the Southampton area and beyond, Sam shared her insights into paid media.
The Drum Network has launched a new initiative called ‘Create Britain’ which aims to show the world that Great Britain is still an awesomely creative marketplace, despite Brexit.
Create Britain is an online interactive map that invites businesses from the creative industry to contribute a short video to claim their own pin on the map that links to their video clip. The video clips need to answer one question: ‘What makes British creativity so great?’.