Lend America wins Google Pioneering Spirit Award
Michael Primeau and Brian Fried from Lend
America receive the Pioneering Spirit Award from Jesse Haines of Google TV
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"I’ve had the opportunity to evaluate many direct marketing media, and I’ve found Google TV Ads to be a one of a kind platform. Google’s powerful analytics provides information and data for our organization to maximize ROI. The complex nature of measuring returns is made easy thanks to Google’s exclusive automation and unparalleled support." Brian Fried, Director of Marketing, Lend America |
About the Pioneering Spirit Award
The Google TV Ads team presents the Google Pioneering Spirit Award to a customer who demonstrates innovation and embodies thought leadership through their use of the TV Ads product.The Pioneering Spirit Award winner uses the TV Ads platform to the fullest extent of its capabilities, taking full advantage of targeting, testing, analytics, and other tools. The recipient is a product partner and thought partner, sharing feedback aimed at making Google TV Ads better for its users.
Advertisers of any size are eligible for the award. To be considered, an advertiser should have run on Google TV Ads for at least 3 months. The award is presented on a bi-annual basis, and is decided upon by the Google TV Ads management team. To be considered, please reach out to your Google representative.
2009 Award Winner
At the ANA Financial Services Day on March 26, Google TV Ads presented the Pioneering Spirit Award to Lend America. The Google TV Ads team presents this bi-annual award to a customer who demonstrates innovation and embodies thought leadership through their use of the TV Ads product.
Lend America is a national mortgage banking organization based in Melville, New York. Seeking to drive phone calls that would result in high-value loans for their customers, Lend America began running Google TV Ads in July of 2008. Unlike most advertisers who typically run on 10-15 networks, Lend America advertised on 90 different networks across the platform. Lend America used a test and learn model to maximize performance. They experimented with different creative ad lengths and formats and dug into insights from set-top box data to drive decisions.
They were not content with simply “setting and forgetting” about the system, rather, they were constantly in touch with their Google team to optimize their campaigns. Mike Steib, Director of Google TV Ads, elaborates on their success: “Lend America took with alacrity to the Google TV Ads platform. Lend America wants to know when their ads work, and those are the kinds of clients that can make the most headway with this technology. They are nimble and make changes to their marketing plan rapidly using our targeting tools. We’ve worked closely to help them attain their marketing goals through the use of Google TV Ads.”
2008 Award Winner
Lenovo was the 2008 Pioneering Spirit Award recipient, winning for their use of program targeting on Google TV Ads to drive positive results.
Gary Milner, global marketing director for interactive and teleweb marketing at Lenovo, used Google TV Ads' program targeting feature to bid on specific types of programming to reach his desired target audience. As a result, Lenovo experienced a significant increase in traffic to its website; more importantly, a majority of those driven by the ads had never been to the Lenovo site before, helping Milner achieve his marketing objective of reaching a new non-tech savvy audience.