In an effort to make it easier for brands to promote their products online, Google has launched a range of support tools for marketers. The initiative called Brand Activate includes three new products: Active View, Active GRP and the company’s survey pilot.
The new services will help marketers to measure brand success and user interaction rates to find out which of the brand’s moves boosted sales. The Google products will provide brands with new standards of measurement. To launch Brand Activate, Google has partnered with IAB’s Making Measurement Make Sense (3MS) coalition.
Active View service will allow brands to count ‘viewed’ impressions. The display ad is at least 50% viewable on the screen for at least one second and advertisers will be able to pay only for viewed impressions.
GRP (gross rating point) is a tool used to measure offline media coverage. To explain what it is, Google give an example—when a fashion brand wants their TV campaign to reach 2 million women with two ads each, they use GRP. The tool will enable real-time decision making, as advertisers will be able to make adjustments to their campaigns at the speed of the internet. Active GRP will work in conjunction with Active View to measure viewed impressions.
Recently, Google has launched its survey pilot. Brand Activate is an initiative aimed to help marketers gain a greater insight into brand activities. And Google wants to roll out more.
“This is just the beginning of the Brand Activate Initiative, with much more to come for brands and publishers. We think that with brand new metrics comes a new brand moment – one that will encourage brands to invest in the web, help publishers show the value of their digital content, and stimulate digital media’s own golden age,” says the company’s blog.
Last month, Google marked the 18th anniversary of internet advertising with its ‘Google Project Re:Brief’.