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Google launches its first large scale campaign ‘Watch this space’

Targeting Indian agencies and marketers, the campaign will use online, print, direct mail, and outdoor mediums.

BestMediaInfo Bureau | Delhi | April 11, 2011

Google India has launched an advertising campaign to raise awareness among Indian agencies and marketers about its display advertising platform.  The campaign titled “WATCH THIS SPACE” will include online, print, direct mail, and outdoor ads. This is the first time Google India is advertising its display products at this scale in India.

The campaign underscores Google’s commitment to display advertising and its aim to improve the industry for advertisers, agencies, publishers, and users. Google’s display efforts are focused on three key areas: simplifying the complex process of buying and selling display ads, delivering performance and precise measurement for advertisers across the Google Display Network including YouTube and Orkut, and opening the display ecosystem for more players.

Outlining Google’s vision for display advertising, Shailesh Rao head of media & platform for Japan-APAC said, “We think the complexities in the display landscape can be addressed with better technology -- similar to search advertising, a field that Google has been investing in for over a decade. We believe that display campaigns can be more measurable, precise and efficiently managed to engage the right audience and help brand advertisers.  With ‘WATCH THIS SPACE’, we want to explain how Google is helping to make display advertising even better and to showcase the opportunities in this space for agencies and marketers in India.”

Google is already working closely with Indian agencies, advertisers, and publishers; 22 of the top 25 advertisers in India as ranked by TAM are advertising on the Google Display Network. In the past year, advertiser spend on Google display in India has almost doubled. Display campaigns from Indian advertisers demonstrate what’s possible when the science of search meets the art of display - whether that's Airtel's YouTube contest to find India's biggest cricket fans or Nestle's YouTube promotion for Nescafe with Bollywood star Deepika Padukone.

“Globally, display is now a $2.5bn business for Google. ‘WATCH THIS SPACE’ is about the exciting changes taking place in the industry and the potential for display advertising to be a truly engaging, relevant, and measurable medium. We think there's enormous room not only to improve but also to grow the entire display advertising industry several orders of magnitude for the benefit of advertisers, agencies, and publishers” said Shailesh Rao.

“WATCH THIS SPACE” was created by Google’s Creative Lab and marketing team. The campaign uses Google’s primary colour scheme with blue, yellow, red, and green advertising “spaces”.

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