Google eyes new online measurement metrics for brand marketers; launches initiative at ad conference

Élyse Betters | Apr 18 2012 - 8:28 am PT

[youtube=http://youtu.be/7yBemw0eW9g]

Google announced it is introducing a new initiative today to reinvent online measurement for brand marketers.

“Today at the Ad Age Digital Conference we’re introducing the Brand Activate initiative, a new effort to re-imagine online measurement for brand marketers and—crucially—to help brands turn measurement into action, immediately,” explained Google’s Vice President of Display Advertising Neal Mohan on the Official Google Blog. “We’re working with the industry and supporting the IAB’s Making Measurement Make Sense (3MS) coalition on this project.”

The coalition is committed to developing brand-building online metrics and measurement solutions. Meanwhile, the Ad Age Digital 2012 combines marketing, technology, and media in one place: Chelsea’s Metropolitan Pavilion in New York City. The events start today and end April 18. It is a melting pot of the world’s biggest brands and newest startups.

The conference intends to “connect the dots” between Madison Avenue and Silicon Valley, while highlighting 700 high-level attendees, two days of keynotes, workshops, and networking with celebrated guest speakers.

So, what is the point of Google’s Brand Activate Initiative? Well, unlike the early days of television, digital advertising is measurable through clicks, user interaction rates, and conversions. On the other hand, brand advertisers—whether they are movie studios, record labels, or consumer goods companies—find it increasingly hard to measure brand strength or favorability through the old metrics.

“We’re working to build truly useful brand metrics into the tools that advertisers already use to manage their campaigns, so they’ll be actionable within seconds, not months,” Mohan clarified.

The video above describes the Brand Activate Initiative. Go to the Official Ad Words Agency Blog for more information on how the initiative works.