Historically, Google hasn’t done a whole lot of television advertising, but that has changed recently, and from the looks of things, it’s working out pretty well for the company.
Ace Metrix put out lists of the most effective TV ads for websites, as well as the least effective, and Google accounts for five of the top ten most effective for the year.
“Google, who two years ago never advertised on television, has truly emerged as a major brand marketer this year, introducing high-impact spots delivered at low frequency that last longer than the average 30-second ad,” said Ace Metrix CEO Peter Daboll.
The good news for Google’s main search competitor is that Bing also had three in the top ten. The other two on the list came from Disney.com, and The Daily.
The least effective list is pretty interesting too. It includes Go Daddy, which is famous for its controversial commercials, and Groupon’ s controversial Super Bowl commercial with Timothy Hutton.
Bing also had a couple on this list. Google did not .
““The main differences between the dot.com ads that performed well and those that performed poorly is (1) testing—Google tests their ads on YouTube fairly extensively before buying TV air time, and (2) storytelling: Google creates ads that, first, tell a compelling story and, second, sell,” says Daboll. “Consumers respond to this.”
“The poor Super Bowl appearances by dot.coms show just how little testing is done, as well as a general lack of understanding of the impact of a poor spot,” he adds. “Go Daddy has perennially performed poorly with highly polarizing ads, and Groupon and Living Social also had major whiffs with viewers. The biggest mistake these companies make is in not testing the ads before they run during such a massively expensive and important media event.”
Ace Metrix measures the ads using its “Ace Score,” which it describes as being based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience, the firm says. Relevance, persuasion, watchability, information, and attention are among the attributes scored.
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