Since yesterday I am a proud Beta tester of a new fantastic tool provided by Google: Google AdPlanner.
In short, this is the next generation in online media planning.
See here an example of the kind of data (site profile) you can retrieve from the engine of Google AdPlanner.
Example: Amazon.com
For the moment a so detailed view on a site profile is only available on the US sites.
In Belgium you can expect to have this kind of data (not bad already ;-))
Example: Het Laatste Nieuws.
Of course once you have selected all your media (sites) you can get a combined view that shows you the expected performance of your media plan. Something like this:
It is still quite limited but it promises to become BIG!
So I see in this a few opportunities and threats with this new comer:
What is your view on this?
Technorati Tags: google, adplanner, online media planning,
In short, this is the next generation in online media planning.
See here an example of the kind of data (site profile) you can retrieve from the engine of Google AdPlanner.
Example: Amazon.com
For the moment a so detailed view on a site profile is only available on the US sites.
In Belgium you can expect to have this kind of data (not bad already ;-))
Example: Het Laatste Nieuws.
Of course once you have selected all your media (sites) you can get a combined view that shows you the expected performance of your media plan. Something like this:
It is still quite limited but it promises to become BIG!
So I see in this a few opportunities and threats with this new comer:
- the CIM with Metriweb and Metriplan has got some competition (and serious one since Google AdPlanner is FREE)
- the media agencies have EITHER a possibility to loose their control on the media planning and buying for online campaigns OR the opportunity to embrace change and evolve towards a new level of expertise and sell their advice more
- the small businesses have a fantastic opportunity to start planning their campaigns more professionally (without having to go via a media agency)
What is your view on this?
Technorati Tags: google, adplanner, online media planning,
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1 comments:
I met the marketing director of a large international mass cosumption products recently. Every year he invests something like 20 million euros on TV. I said to me that they were very fast in embracing the future media scene. "We will decide ourselves where and when we communicate to whom and the consumer will decide when and where he wants to listen to it". I wouldn't be surprised to see him using your ad planner. Patrick W
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