With the kickoff of the 12th annual Advertising Week conference in New York today, Google is announcing two new ads products designed to help marketers connect with customers during critical "intent-rich" moments, no matter what device they're using.
The first of those ad offerings, Customer Match, will enable advertisers to upload their existing customer lists to Google to reach those people when they're signed in to one of Google's services and searching for specific products or services. And a program called Universal App Campaigns will help developers and advertisers promote their apps to potential customers across multiple Google sites, including YouTube.
Sridhar Ramaswamy, Google's senior vice president for Ads and Commerce, is expected to provide more details on both of those new ad products during an afternoon discussion on stage at the Advertising Week conference. Speaking with the editor and managing director of Fast Company, Ramaswamy will talk about "micro-moment" marketing in mobile.
Ad Efforts 'Won or Lost in Micro-Moments'
"Mobile has changed the game for both consumers and brands," Ramaswamy said yesterday in a post on Google's Inside AdWords blog. "Consumer expectations for immediacy and relevance are higher than ever, and successful brands are those that connect with people in the moments that matter most to them -- the I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments."
Research from Google and Ipsos released earlier this year, for example, found that 82 percent of smartphone users now check their devices for buying help when they are in a store. Marketers who can deliver relevant information to those people in such moments can better connect with customers when they are clearly ready and able to buy.
"Today's battle for hearts, minds, and dollars is won (or lost) in micro-moments -- intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey," Ramaswamy noted in a Think With Google article earlier this year. "The powerful computers we carry in our pockets have trained us to expect brands to immediately deliver exactly what we are looking for when we are looking."
'One-Stop Shop' for App Campaigns
With Google's new Customer Match program, which will roll out to advertisers "over the next few weeks," marketers can better reach their "highest-value customers on Google Search, YouTube and Gmail -- when it matters most," Ramaswamy said. A travel company, for example, can serve relevant ads to existing loyalty program members at the moment they are searching for, say, "non-stop flights to new york" on Google.com.
Another aspect of the program, Similar Audiences, will enable advertisers to connect with new prospective customers with interests and characteristics similar to those of their existing customers. All of the ad-matching will be done in "a secure and privacy-safe way," Ramaswamy added.
Google's other ad program, Universal App Campaigns, was first announced in May. The program will now allow all developers and advertisers to launch AdWords campaigns for their apps that work across Google Search, Google Play, YouTube (which is owned by Google) and the Google Display Network.
Ramaswamy described the program as a "one-stop-shop campaign type that scales your reach and maximizes Android app installs across Google's entire suite of ad platforms."