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.… Read the rest