The New York Times | January 1, 2012
Google advertising strives to remind people why Google matters by tugging at the heartstrings of its audience. (article)
Why Google needs to advertise
Though Google is a household name, it needs to tell its story now for a few reasons. It needs new businesses like the Chrome browser and the Google Plus social network to succeed if it is going to find sources of revenue beyond search ads.
Google needs to advertise to communicate what its products are and how you can use them. Furthermore, as Google comes under attack from antitrust regulators, it can't hurt to tell heartwarming stories about Google to wide audiences.
Googles use of emotion
"If we don't make you cry, we fail," says Lorraine Twohill, Google's VP for global marketing.
Some viewers may be hard-pressed to keep their eyes dry after watching "Dear Sophie," Google's ad for Chrome in which a father sends multimedia messages to his baby daughter, or to hold back a smile watching grandmothers and children dancing to Lady Gaga.
Before showing the Super Bowl ad, Google tested a dozen versions on YouTube and chose to broadcast the one that received the most views.
Google's TV ads are light on details about products' features. Instead, they are meant to evoke curiosity and emotion.
Innerscope Research: Media Effectiveness Study
A TVB study conducted by Innerscope found that television spots were more effective at generating high emotional engagement and aided next-day recall than online video, online display, radio and newspaper.
Results showed that television ads delivered:
- Three times higher emotional engagement and three times higher aided next-day recall than radio ads.
- 1.8 times higher emotional engagement and 1.4 times higher aided next-day recall than online video ads.
- Five times higher aided next-day recall than online display ads.
- 5.5 times more total emotional engagement and comparable aided next-day recall than newspaper ads.
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To view or download the research paper, click here
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