Google will make several announcements Monday during Advertising Week related to measurements and metrics. While some aim to prove the lean-in influence of television and YouTube campaigns on search. Others focus on the impact of online ads to in-store visits and sales and remarketing across devices, apps and Web sites.
The features will roll out during the next few months.
Advertisers rely on search advertising to increase brand awareness and drive conversions for television and YouTube video ads. On Monday, Google will announce the forthcoming release of Brand Lift metrics to measure TV campaigns showing how television ads increase searches on Google and YouTube.
The tool measures the direct impact that YouTube ads have on consumer perception and behavior from the initial impression to the final conversion -- metrics such as brand awareness, ad recall, and consideration.
Early tests show that YouTube generates almost two times the searches per impression that TV generates, Brad Bender, Google VP of display and video advertising, wrote in a blog post. When running Brand Lift on both a TV campaign and a YouTube campaign, Google can report on the incremental searches for the brand, he wrote.
But Google's obsession to "close the loop" through measurement and metrics doesn't stop there. The series of announcements in New York also includes cross-device remarketing for Google Display Network and DoubleClick Bid Manager to help advertisers reach the same user across devices, apps, and sites.
"In addition to the interaction between TV, YouTube and online search, there is now a real connection between online ads and offline visits to stores," Bender wrote. "Thirty percent of smartphone users who visit a Web site or app on their phone buy something in a store within 24 hours."
Foot traffic in stores increase when the ad shows a business address, Google Maps directions and photo, per Bender.
The trend prompted Google to introduce what it calls location extensions and store visits measurement for the Google Display Network measures the impact of ads on actual visits to the store, hotel, auto dealership or restaurant.
Display ad location extensions for Home Depot reached consumers browsing their phones near the brand’s popular stores, delivering eight times the return on investment the stores.
Google also introduced cross-device remarketing for Google Display Network and DoubleClick Bid Manager to help connect with the same individual across devices, apps and sites.