Google launches push to promote its display offerings

Google has today launched one of its biggest branding campaigns in Australia to date as it seeks to educate advertisers and publishers about its display advertising platform.

The “Watch this space” campaign is the first time Google has promoted its display advertising products in Australia.

The ad campaign was created by Google Creative Lab in New York and localised by digital agency Sputnik. The campaign strategy and buying is being handled by media agency PHD.

The campaign – aimed at bringing in new advertisers and increasing the spend by existing ones – includes online, print, DM and outdoor.

Publishers who opt into the Google Display Network receive a share of revenue from Google based on either a cpm model or cost per click. Just like Google’s search products, advertisers bid for their ads to appear across the network or on specific sites.

According to Google, 17 out of Australia’s top 20 spending advertisers already use the Google Display Network. However, the company is aiming to persuade FMCGs and other advertisers of the value of online brand advertising rather than simply direct response. YouTube, which is owned by Google, is also included in the Google Display Network.

As part of its push in that direction, Google is currently looking to hire somebody to lead its drive towards FMCG and entertainment brands.

Describing the campaign, Shailesh Rao, head of media and platforms for Google Asia Pacific, told Mumbrella: “It’s our way to make it as easy to understand.

“There’s no question that there’s massive work to do on the education side.”

Declaration of interest: Mumbrella is included on the media schedule for the campaign.