International: Google's Offline Ad Efforts a Long-Term Play
At UBS Media Conference: VP-Advertising Tim Armstrong

NEW YORK (AdAge.com) -- If advertisers are driving much of the monetization of the digital world, Google wants to be their dashboard -- a place to monitor, measure and optimize advertising across multiple media. Eventually it is presumed this will include offline media as well as search and display. While its offline media forays may have seemed ploddingly slow, the search giant isn't giving up on them. Its advertising chief talked about the company's wish to create one interface for advertising across many different media at this week's UBS Global Media and Communications Conference.
"The media business is siloed by media type," said Tim Armstrong, exec VP-advertising at Google. "But the underlying advertisers aren't siloed."
The more media that are integrated into a dashboard, the more clarity it can bring to advertisers that want to make sure they're serving the right ad to the right person at the right time. It enables advertisers to use measurement and accountability to mix multiple media, he said, while also allowing them to manage the marketing of a wider scale of products. He brought up Google's oft-cited example of a tech marketer that typically advertised fewer than a dozen products a year in an old-media world but now can advertise thousands of its products, thanks to technology such as search.
Still in testing mode
But getting traction in offline media, Mr. Armstrong said, has been "a real test for us." Many of Google's customers do offline advertising, he said, but the company is still in testing mode when it comes to TV, radio and print advertising. Most people describe Google's lack of traction in those spaces as a problem, but he sees it as part of a long-term process.
"They have promise, and we'll continue to test and put resources against them," he said, calling it a two- to five-year plan. "Search took us two and a half years to get AdWords up and running. These might take us a bit longer because they're bigger businesses with a lot of history."
The boon for the offline businesses that partner with Google: its commitment to measurement and bringing a long tail of products into traditional media businesses. In TV, for example, Google delivers second-by-second ratings based on set-top-box data through its agreement with Echostar's Dish Network. It also has used retail sales data to help a client test print and radio creative in various markets.
Showing value
Mr. Armstrong talked of trying to sell a Saturday-morning hunting and fishing TV show in his former life with a major media company but having a hard time finding interested advertisers. "There probably wasn't enough data in that time period to show advertisers why that was of value. ... We want to give data to show advertisers the value of different types of advertising," he said.
Of course, that's sure to scare some agencies, and Mr. Armstrong lightly criticized those "trying to push the friend or foe mentality" when it comes to Google. If you were to come into Google today, you'd see "the largest friendship network happening between Google and agencies," he said, citing the company's relationship with Publicis' Digitas as "a very symbiotic relationship."
Finally, Mr. Armstrong -- barely -- addressed the DoubleClick acquisition, which is still under Federal Trade Commission scrutiny. Google felt the need to not just partner with a third-party ad-serving company but instead buy one to understand the space before it jumped in. Google is a consumer-facing company that can't afford to put its brand at risk should there be some sort of privacy issue related to ad serving. "Partnering doesn't offer the same level of protection," he said.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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Swapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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