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Evaluating Display for Brand Marketing

By | April 18, 2012

Google rolled out “Brand Activate” today at Ad Age’s Digital Conference. Current standardized metrics such as clicks, user interaction and conversions only depict a piece of the pie for brand advertisers. Google’s new initiative addresses the challenge of measuring brand favorability. Google is attempting to chip away at the billions of dollars spent on television advertising and increase revenue by offering Brand Activate.

Here are the first two Brand Activate solutions, which will be available to users in coming weeks:

1.)    Active View:  Measures whether an ad was at least 50% viewable on the screen for at least 1 second. This tool will be available on the Google Display Network Reserve first and eventually DoubleClick. Google says advertisers will then be able to pay only for viewed impressions.

2.)    Active GRP (Gross Profit Rating): Builds upon the standard measure used in television buying. GRP captures reach multiplied by frequency, and is expressed as a percentage. This tool will be built into Google’s ad-serving tools, allowing users to make campaign adjustments while ads are in progress.

Coming soon to Brand Activate:

  • Brand Impact Survey Pilot
  • Brand Lift Measurement Product
  • Other Cross-Media measurement capabilities

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About Drew Kraemer

Drew Kraemer currently serves as Director of Ecommerce/Retail Products at Fathom. Drew is a goal oriented professional with a successful track record working with a variety of clients across all industries. He has been able to provide clients with innovative and entrepreneurial strategies to exceed their online marketing goals. Drew works with clients to integrate their business strategies into successful digital marketing strategies to increase brand awareness and drive revenue. With a focus on high ROI, he has also successfully built online marketing strategies for clients to drive revenue by utilizing paid, owned, and earned media. Drew has worked with several satisfied clients including Eaton Corporation, Brand Muscle, Speck Products, KeyBank, Bissel, Kirby, American Greetings, and YouSendIt. Drew holds a degree in Sports Marketing from Bowling Green State University and is currently pursuing is MBA at the Weatherhead School of Management at Case Western Reserve University. He is an active member of the eMarketing Association and the Cleveland Professional 20/30 Club. Drew, his wife Keri, and their daughter Brielle reside in the greater Cleveland area.

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