Earlier this month two of our Ogilvy Fellows – Vijaya Rudravajhala and Nicola Strange – were invited to attend Google’s annual Creative Day for ‘Ad Grads’.
Find out what our highlights from the day were, including some quick and efficient research tools, some tips on how to create a really successful YouTube Brand Hub and a little clip of Jean Claude van Damme!
Some quick, simple, Google research tools everyone can use:
You might be familiar with one or more of these research tools – they are [mostly] free, and super easy to use. We think they’re a good way to get some quick stats/trends/insights about an industry, brand or competitor etc. when your time is sparse! The best thing is, that these are just a handful of the research tools Google has to offer.
Google Think Insights is Google’s source for insights, trends and research in digital marketing. It provides free access to creative inspiration, industry intelligence and best practices for our business. Also hosts a wealth of free whitepapers.
Google Display Planner finds and suggests thousands of websites, mobile applications and video channels for your ads across the online world. Are you trying to reach golfers, new parents or Mexican food fans? Just describe their interests, websites you know they visit and products they buy. Display Planner will use that data to suggest good keywords and other targeting ideas.
Consumer Barometer can tell us how likely groups of consumers are going to do something and quantifies the role that online media plays in consumers’ decisions. You can compare consumer’s behaviours between genders, countries, ages etc…
This is the only tool which you have to pay for. Google asks the masses any question for you – e.g. where did you last buy hair gel? how often do you buy fajitas?
How would consumers search for products if they were to use their voices? Rather than typing? Google Voice Search will tell you.
6. Related Searches
When you search for a term in Trends, you’ll see searches related to your term near the bottom of the page. This can give you a good insight into other searches that consumers are making or may put your search trend into a general perspective.
Type in any brand into Google’s Brand Impression Tool to discover that brand’s story. This tool tracks the brand’s pictures, words and actions over time to show you what brands are doing now and what they’ve done over time.
Google Trends allows you to compare search volume patterns for your search terms across specific regions, languages and time-frames.
Some other interesting picks of the day!!
Today, successful brands understand that they need to create consistent, engaging content that a viral video may or may not provide. Over the last year, YouTube has been sharing this strategy with brands. Their framework, the Hero, Hub, Hygiene approach, is a holistic video strategy that places an emphasis on the need for consistency.
In really basic terms there are three types of online audience:
–People who browse and seek inspiring content (Hero)
-People who search and seek relevant content (Hub)
-People who subscribe and seek regular content (Hygiene)
Hero content fits the needs of the people who browse and seek awesome content that they can share on social media platforms and talk to their friends about. This type of content should be the most impactful and have a great story behind it.
Hub content is where you talk in detail about what your brand stands for and what your customers are interested in. Volvo has multiple series of Hub content, each focuses on a different aspect that would appeal to trucker enthusiasts.
Hygiene content is the short, ‘always on’ content designed to continuously engage your brands target audience to keep them informed and engaged. The focus of this content is usually on education, and the emphasis is placed more on the information value than production value.
Nicola Strange & V Rudravajhala / Ogilvy Fellows