Google Working to Close the Ad Loop
Mobile devices are blurring the physical and digital worlds and the impact goes both ways - research something online and then purchase it offline, or experience an advertisement offline and then seek it out on the Web.
It is challenging for brands, however, to measure the impact across devices (and channels) but it is most certainly beginning to change.
There is plenty of evidence to suggest that online ads influence offline sales. In one Google study, in fact, 30 percent of smartphone users who visited a website or app on their phones bought something in a store within 24 hours.
In response, Google announced that it will be introducing location extensions and store visits measurement for its Display Network. As consumers interact with apps or browser websites, advertisers will be able to display ads that show their business address, directions and photos.
Google also announced that it is extending the capabilities of Brand Lift, a product which shows how YouTube campaigns impact metrics like awareness and purchase intent. Brand marketers and advertisers will now be able to see how TV ads increase Google and YouTube searches for their brands compared to YouTube campaigns alone. In its own early tests, Google found that YouTube generates almost two times the number of searches per impression than TV ads exclusively.