Why We in Product Placement Need to Start Acting Like Google

“RELEVANCY” is the key to entertainment integration. You can target your placements to your favorite shows and characters, but the true win in placements is the relevancy your brand has with the content. The article below summarized the eternal debate between relevancy and targeting and the reason Google is worth billions.

So don’t just target your placements because it makes sense…connect your brand with partners that makes it relevant. Think of all the greatest successes in our industry: James Bond and BMW, Tom Cruise and Ray Ban, even Coca Cola and American Idol. They all make sense…the characters fit the brands, the brands fit the content thematic and they all live in targeted content. So, do what Google does…focus first on relevancy and then address the targeting.

Brand Advertising and Google: Relevancy vs. Targeting
by Joe Marchese, Monday, Sep 25, 2006 6:00 AM ET
THE RECENT SES CONFERENCE IN San Jose included a panel called "Meet the Search Ad Networks." The panelists seemed to have broad ideas about the identity of their ad networks, which is likely why Emily White of Google recommended that the panel simply be called "Meet the Ad Networks," citing the increasing number of media (including radio, print, etc.) and advertisement types distributed by the companies represented on the panel.

First and foremost is the issue of targeting versus relevancy. When an audience member asked if Google would continue to provide highly targeted advertising opportunities over the new mediums served, the response was: "Targeting has always been, and will continue to be, a basic tenet for Google." We all know that targeting is important, but the core of what Google provides is relevancy--namely, relevancy of search results and relevancy of advertisements.

There are infinite reasons why Google has been successful, but the most basic is that it has always focused first on relevancy. This has allowed the company to capitalize on the concept that ads are actually part of the content, not simply a negative externality. Ads served with search results on Google are in some cases more valuable to the searcher than organic results. Ads served by Google on a publisher's Web page add value to the publisher's content through relevancy.

What exactly does relevancy mean? It means that value is added to all members of the advertising ecosystem. The user receives value, the publisher receives value, and ultimately, the advertiser receives value--although none of them have complete control over the process. The question remains; how can you apply this to brand advertisements?

The proposed distribution methods for brand advertisements across vast publisher networks revolve mostly around site targeting and demographic targeting. This is because contextual relevancy/distribution does not apply to brand advertisements in the same way that it applies to transactional advertisements.

Ads on television are 30-second spots between content. Ads online are part of the content. Even more so than on television, online page content "bleeds" onto the brand ad, and in turn the content of the brand ad "bleeds" onto the page. Allowing the advertiser to target gives too much and not enough control at the same time. It says "forget if this is going to add to or detract from the user experience.."


Anonymous Anonymous said...

Relevancy is key!

8:15 PM  

Post a Comment

<< Home