London media team
Google recently announced a new initiative dubbed ‘brand activate’ which aims to provide new metrics for online marketers to measure ROI more effectively.
Two key products that Google are introducing as part of the Brand Activate initiative are Active View and Active GRP.
Active view aims to give visibility on whether advertisers are paying for the right impressions. An Active View is essentially a guaranteed impression, ignoring lost impressions below the fold. A ‘view’ would be defined as an ad that “is at least 50% viewable on the screen for at least one second”
Active GRP is an online iteration of the Gross Rating Point a measurement used above the line to determine how many people viewed an ad. Active GRP will provide an indication of the reach and frequency of a campaign while unlike traditional GRP also allowing digital advertisers to react in real time.
While this is still at the proposal stage it could have a significant effect on the industry of online marketing and Facebook’s partnership with Nielsen last year, which aimed to adapt GRP’s for online, suggests it won’t be too long before we see a revolution in the way we measure online ROI.
Our POV: the level of accountability of online campaigns has always been a key USP. With attribution being a big buzzword this year the development looks to both develop this whilst also promoting online display via the GDN & YouTube as credible (and more accountable) alternatives to TV without the high costs of entry.
Display-based advertising to date has been synonymous with somewhat fluffy ‘post-impression’ sales but this development seeks to really identify which impressions are likely to have played a key part in the path to purchase.
Sources
http://mashable.com/2012/04/18/google-new-online-ad-metrics/
http://www.equimedia.co.uk/index.php?id=98&article=801345594
It has been long anticipated Google would introduce an over-optimization penalty that would serve to target and penalise sites which have been overly and unnaturally optimised. This penalty is now live, announced by Google on the 24th April as an algorithm update, the penalty targets website over optimisation tactics such as keyword stuffing and low quality websites & website content.
Google expects this latest algorithm update to effect 3.1 percent of English Google queries.
Our POV: It is vitally important that when engaging in optimisation tactics that scalable and content driven tactics are employed, to ensure that algorithmic updates such as the latest Google Panda update only have a positive effect for our client’s websites.
We can see from the latest round of Google algorithmic updates that Google is taking the current issues of search engine results spam seriously. Previously (2010-2011) Google had reduced the number of staff within its website spam team.
We may see in the following months more updates which look to penalise websites which have engaged with optimisation tactics which sit outside of Google’s quality guidelines being penalised more heavily for their unnatural optimisation tactics.
Sources
http://searchenginewatch.com/article/2170391/New-Google-Search-Algorithm-Update-Targets-Web-Spam
http://searchenginewatch.com/article/2163423/How-Google-Handles-SEO-My-Beef-With-Matt-Cutts
Apr
20
May Day-May Day!
It is always important to identify trends and with the large data sets available we can be increasingly accurate with our predictions.
POV: Everybody knows that it’s just over a month before the Queen’s diamond Jubilee with all the street parties and barbecues this will prompt however year on year trends suggest a rise in interest around garden furniture will pick up long before this, in the week before the May Day Bank Holiday (7th May 2012).
2011 Hitwise data shows that interest around the terms ‘bbq’ and ‘garden furniture’ grew in the period before last years May Day Bank Holiday and with Google insights reporting ‘garden sheds’ and ‘conservatory furniture’ as top rising searches this month further supporting Hitwise trends.
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