Build Your Brand

Connect and engage

As consumers spend more time online across devices, brands have new and exciting opportunities to connect and engage with consumers meaningfully, as well as measure the brand metrics that matter most. Research shows rich media is more effective in engaging consumers and driving lifts in brand metrics. Rich media ads with video drive a 1.7X lift in brand awareness, a 5X lift in brand favorability, and a 2.7X lift in purchase intent, compared with regular Flash ads. Marketers using in-stream video ads like YouTube's True View ads, see lifts in brand metrics of up to 4X. And mobile display ads drive performance lifts of up to 10X.

Combining several of Google's products in a single campaign can help make deeper connections. With YouTube's broad reach and wealth of advertising options, marketers can connect with highly engaged viewers on the world's second largest search engine (after Google.com). Using Google Display Network Reserve, which guarant...ees impressions across brand-safe sites, and display ads on Admob's mobile ad network, marketers can connect with a broad audience across devices.

When it comes to measurement, tools like Campaign Insights enable brands to measure lifts in awareness and interest through lifts in branded searches and website visits. And with Multi-Channel Funnels and Google Analytics, they see a more complete picture of the chain of impressions driving interaction and engagement with their brand
Source: (1) The Brand Value of Video and Rich Media Ads, DoubleClick, September 2011

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