videos
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Measurement and Display Ads
Demo
Measurement and Display Ads
There is more to this space than a click. Different campaigns objectives need different measurement. At Google, each day, we're making it easier to create, buy, and measure display ads.
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Three Year Prediction
Interview
Three Year Prediction
Kevin Lilly, , Senior Vice President and Digital Director fir Starcom, explains that the biggest issues over the next three years will have to do with leveraging real-time communications. Mobile will require a mastery of real-time communication around consumer shopping ...
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Kindness & Empathy
Case Study
Kindness & Empathy
John Gerzema, , Chief Insights Officer at Young & Rubicam, describes the most surprising recent change in consumer behavior as a shift toward kindness and empathy. Consumers want companies to understand them. Bank of America's "Keep the Change" and Hyundai's ...
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National vs. Local
Case Study
National vs. Local
Rich Lesperance, Director of Online Marketing at Walgreens, talks about national and local marketing. National campaigns are important, but Walgreens is known for its local in-store experiences. They are experimenting with balancing the two, and a key element of this ...
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Co-op Marketing Online
Case Study
Co-op Marketing Online
Rich Lesperance, Director of Online Marketing at Walgreens, talks about co-op marketing. Walgreens is trying to move co-op marketing online by, for example, creating a L'Oreal site within Walgreens.com.
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Online & Offline
Interview
Online & Offline
Kevin Lilly,, Senior Vice President and Digital Director fir Starcom, discusses vertical and horizontal integration of online into marketing campaigns. Key players communicate horizontally across platforms but are able to dig deep into their own specialty. Being consumer-centric means understanding ...
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Integrating Mobile
Interview
Integrating Mobile
Kevin Lilly, Senior Vice President and Digital Director fir Starcom, advises marketers to integrate mobile strategy into the existing marketing mix. Know how the customer uses mobile, use existing knowledge to target mobile to the right audience, and be alert ...
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Keyword Targeting
Interview
Keyword Targeting
Bruce Falck, , Director of Display Network, North America at Google, talks about optimizing display advertising for direct response campaigns through tactics like keyword targeting. This tactic can achieve massive scale.
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Personalization Offline
Interview
Personalization Offline
Sameer Samat, Director of Product Management at Google, describes the future of commerce as the web catching up with how people live their lives. Marketers can create a value proposition that makes customers feel good about sharing content. Shared information ...
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Future of Display
Interview
Future of Display
Bruce Falck, Director of Display Network, North America at Google, describes ways display can supplement search during holiday season upticks in consumer interest.
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Healthy Habits
Demo
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Social Business Strategy
Interview
Social Business Strategy
John Gerzema, Chief Insights Officer at Young & Rubicam, discusses authenticity, which has become a central to what consumers look for in brands. With social business strategy, there is a movement away from corporate social responsibility as a program. Instead, ...