In a huge office block above the clouds, Google announces its boundless dominion and total control over all of the world’s online ads.
It is May 14, 2019 …
This enigmatic announcement is basically my first impression after hearing most of the lectures from the Google Marketing Live conference. Google is like a visionary immensely believing in his crystal ball in which he sees the past, the future and the present. Not listening and not looking up to others. The world will look exactly as we see it. And how we create it. Or at least – the world of internet advertising.
The entire Google Marketing Live conference focuses primarily on two main topics: “Machine Learn” and “Bumper Building“. The first is a set of algorithms for Google’s tracking tools, which allows certain products to “learn” to better target the recipient of a given ad. This is of course a natural testimony to the evolution of Google’s tools, which are constantly being improved and “armed” with new, often modern solutions. The campaign thanks to “machine learning” reacts dynamically on the basis of information and data that it acquires.
An advertisement that gets smarter becomes more effective because if the clicking frequency is low or the conversion is not satisfactory, the targeting changes automatically, or the ad administrator is informed of unsatisfactory results.
This in turn allows for an efficient response during the campaign, with the possibility of its complete reconstruction or change of key parameters.’
Importantly, Google boasts that it introduced a lot of facilities for advertisers because besides Bumper Ads, which I will describe in moment, the top product becomes ‘Gallery Ads’, or image advertising, which allows us to visualize the desired item that we are currently looking for or is associated with our online traffic. This is, of course, a static picture, but several times during the conference it was stated that at present people are more easily convinced by simple content given in an equally simple way – websites like Instagram contributed to this situation – short, precise information reigns with a specific, fast message. It is worth mentioning that this is probably one of the few references at this conference to the online external world and its current rules. However, Instagram is power.
A few times a note about the subject called “Deep Linking” was also mentioned. The point is that currently advertisements should refer to a specific service that they promote, not to a general set of information. It again comes down to this simplicity and directness of the message – a person is looking for a specific thing and wants to find it, if the advertisement links to a too general set, it has no effect. Example? Are you looking for a black denim jacket? The advertisement for this jacket pops up. You click on the ad, you are taken to the page with a wide selection of jackets. You leave because you did not find what you were looking for. If the link would direct you exactly to a black denim jacket, 80% probability that you would buy it.
As for the Bumper Ads mentioned above, it’s hard to resist the impression that it is currently Google’s favourite new concept and the project that will be developed with particular attention to detail. Bumpers are short, 6-second video ads. Why 6 seconds? Apparently 6 seconds is the maximum time the user can focus on an internet ad, and at the same time this is as much as is needed to convey specific information without risk that any of the information will go unnoticed. Google, in order to spread the “trend” of Bumpers, has built a “Bumper Machine”, i.e. an application that will allow Bumper Ads to be made within seconds based on an advertising movie or a few loose sequences sent by the user. The system is so wisely constructed that it selects the most important elements of the uploaded films and creates a Bumper based on the guidelines. The machine selects key texts, recognizes the main theme, logo or slogan of the campaign. Then it creates a 6-second ad, ideally suited to the content.
Of course, the entire Bumper ads environment is based on a whole host of conversion tracking tools, user movements and their responses as part of the intelligent “Machine Learn” system.
As for the clue of our activity, i.e. animated ads, no word was spoken on the topic. Therefore, we can conclude that static and short videos are what counts now – and the rest is irrelevant, but let’s highlight – irrelevant for Google. Google seems to create its own virtual reality and then impose created trends rather than follow existing ones. Or differently – Google observes reality, creates its own, one that will be 100% consistent with the company’s vision and internal policy.
However, there is something I consider as a light in the tunnel for us as the creators of animated ads – Google experts unanimously state that the absolute basis for advertising to be good and have any reason to exist, is solid, eye-pleasing design. Let’s stick to this.