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Last Tuesday, in what feels like a watershed moment, Google announced significant changes to their advertising and analytics platforms.
The over-arching theme was that a mobile-first world requires a mobile-first Google. The team at Google revealed data that proves beyond doubt that mobile is where the growth is and that harnessing intent and context for mobile users is the next big digital marketing opportunity. And when it comes to mobile context this is more often than not tied to location.
All of the changes detailed below should be seen in the context of Google seizing huge opportunities in consumer behavioural changes while heading off existential threats to their dominant position in the world of advertising.
During the talk, they revealed some fascinating insights, such as the fact that smartphone searches linked to location are growing 50% faster than other mobile searches and that 9/10 transactions (in the US) still happen in a physical location.
The most significant developments to be aware of, are:
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My colleague, Scott Ensign in North America has done a great job on outlining the implications for the coming years and he and I joined Brett Fritz and Nasser Sahlool for a transatlantic panel discussion on this topic, which you can listen to and download here:
As ever, should you want to know more, please get in touch.
Amplify your reach and drive results with our tailored paid media strategies.
Amplify your reach and drive results with our tailored paid media strategies.
Subscribe to our monthly newsletter.