Google announced two new ad offerings today: surveys and TrueView in AdMob and games. The announcements came as part of a speech from Google SVP, Advertising, Susan Wojcicki, at an IAB conference.
Of the surveys, she says:
It’s still too hard for brands to measure the impact of their display and video campaigns, beyond simple metrics like clicks and impressions. We’ve made a lot of headway in this area and we’re now starting to roll out surveys, to deliver a more effective way for marketers to easily measure the “brand lift” from their campaigns.
Advertisers will be able to run surveys to measure their display and video campaigns in AdWords, to better understand the impact of their ads in real-time. They can measure things like changes in the awareness of an upcoming movie, the recall of a new product name, intent to purchase a new cereal or the favorability of a particular brand. Businesses will be able to present consumers with an anonymous survey, to be shown days after they see an ad. Responses will be aggregated (and compared to a control group). With these results, brands can calibrate and optimize their online ad campaigns quickly and seamlessly. The rollout has started for marketers running video campaigns on YouTube and will be broadened to include display ad campaigns.
The surveys are powered by Google Consumer Surveys, which Google launched nearly a year ago.
Google is also bringing the skippable TruveView ad format to mobile apps in AdMob and to online games that utilize the Google Display Network. According to Wojcicki, the format has been very successful for YouTube.
Both the survey ads and the TrueView ads have already begun rolling out.
You can read more about the new formats and Wojcicki's vision for where online advertising is headed in this Google+ post.