Friday, October 3, 2008 | 4:51 PM
Last week, Googlers headed out to Las Vegas to talk one thing...direct response (DR). Team members from Google TV, Print and Audio were on hand to speak to the thousands of attendees at the Electronic Retailing Association (ERA) convention. It was truly thrilling to meet so many marketers who were interested in and open to new ways of buying and tracking their media.
While most of us were busy meeting new folks at our booth, Bruce Falck, Head of Audio Ads, and Grace Davis of TV Ads, participated on two very interesting panels. Here are some of the highlights:
In the Radio Council session, "The Sourcing Challenge: How to Know Where Your Website Traffic is Coming From," participants discussed the growing number of consumers who are using the Internet to research purchase decisions. As offline channels continue to be significant drivers of online activity, attribution for driving consumer action online is a key challenge that must be addressed.
Bruce highlighted the innovative steps Google is taking towards providing advertisers with better measurement of their radio campaigns and consumer response. One tool that can help you start to develop insights into the source of your consumer response is our Traditional Media Effectiveness Tracking Page.
At the panel entitled, "DRTV 3.0: How Advanced Advertising Technologies are Reshaping DRTV," Grace Davis from Google TV Ads spoke directly to DR advertisers' main concern-- driving positive return on investment (ROI)-- and explained how Google TV Ads helps to do exactly that. The flexibility of Google TV Ads makes it easy to test and optimize for ROI, because advertisers can easily experiment with new networks and dayparts to find the most efficient inventory.
Learn how Carat Fusion, a DR agency, has been using Google TV Ads to increase ROI for their clients in this success story video.
Thanks to all of you who joined us at ERA, and we look forward to seeing you at upcoming industry events!
Posted by Hayeon Kim, Marketing Manager for Google Audio Ads