Google launches tool it claims will increase return on investment of multiplatform ads
Google will today launch an online calculator designed to help brands and media agencies better understand the return on investment they are getting from advertising in a multi-screen world.
The tool is designed to help advertisers better understand consumer behaviour and the link between interactions and purchases.
“People’s purchases across different products and services is changing because of their use of multiple screens,” said Jason Pellegrino, head of mobile ads at Google Australia.
“Once we understand how they are using multi-screens, the question is the value of different interactions across various screens.”
Google points to a recent US study conducted by Nielsen that shows nearly three out of ten mobile searches result in a store visit, call to a business, or an online purchase.
“This allows marketers, agencies and small business owners to get in and use their own data or general data we provide to understand the value of different screens across various contexts,” said Pellegrino.
“We know that you get different types of clicks across various screens at different times of the day, depending on the context, which means people are engaging with them differently.
“The calculator allows you to import this data and understand the value of those interactions.”
One brand already utilising the service is Adidas.
“What they found was that a significant proportion of people clicking on their store locator ad then went on to purchase an Adidas product. Not many consumers were going from a mobile device and directly purchasing the product,” said Pellegrino.
“What they were able to do was go back up the chain and attribute a value to the interaction with the store locator. Previously that wasn’t captured and people didn’t understand that value.”
Pellegrino says the product is intended as a complement to media agency analysis. Google’s sales team will be in the market later this month helping train large clients and media agencies on the calculator’s use.
The Google calculator is available at howtogomo.com.au.
Nic Christensen
This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit encore.com.au for a preview of the app or click below to download.
