What The New IAB/Nielsen Ratings Mean For Marketers: Google’s Chief Marketer

What The New IAB/Nielsen Ratings Mean For Marketers: Google’s Chief Marketer
SHARE
THIS



This past week saw the IAB and Nielsen launch a new ratings system designed to provide a holistic view for advertisers of their digital audiences, Digital Ratings (Monthly). In this guest piece, Google’s Aussie marketer Lucinda Barlow explains why they’re critical for marketers.

Smartphones have changed the way we communicate, make decisions, find things out, and spend our time. These supercomputers in everyone’s hands have changed consumer behaviour forever—and with it, our marketing should change as well.

IAB and Nielsen’s new Digital Ratings (monthly) show that Australians spend more time online on their smartphones (over 28 hours per person per month) than they do on any other device, and over 60 per cent of digital content consumption in Australia now happens on mobile. With access to the web anytime, Australians no longer go online in long sessions on desktops, they live online in short mobile moments.

Some of those mobile moments are routine, like checking the news or messaging a friend. Others are intent-rich moments when people turn to their smartphones to learn something, go somewhere, watch something, or buy something. Consumers have learnt to expect instant gratification from our smartphones. It’s critical for brands to show up and be relevant in these moments of consumer need, because these are the moments in which decisions are made and preferences are shaped. We call these micro-moments, and they’re the battleground for brands today.

Where do people turn in these moments of intent? Everyday billions of searches are performed on Google around the world and YouTube has over a billion users who watch hundreds of millions of hours every day, giving marketers unprecedented insight into the questions on consumers minds in these micro-moments.

How do you pinpoint what consumers need in these micro-moments? We break it down into four categories: I-want-to-know, I want-to-go, I-want-to-do, and I-want-to-buy. Here’s an example of each:

Google_NielsenIAB_LucindaBarlow

As marketers, you want to win these intent-rich moments when people turn to Google and YouTube. Here are some principles to follow:

Be there: Anticipate micro-moments your potential customers might have and commit to being there in those moments. If you’re a beauty brand, for example, consider building your YouTube channel with tips on the latest trends and beauty tips. Showing up in popular search results gets brands in the game to be not just be seen, but chosen.

Be useful: Use insight and empathy to ensure you’re serving relevant and real-time content for consumers when they need it. A new surfer may be looking for more than logistical information; she may also need tips on how to prepare and what to bring on her first day. Connect people to the answers they’re looking for.

Be quick: Smartphone users want to know, go, and buy quickly. If someone is looking for your brick-and-mortar store, make it simple to find your location and business hours. If speed thrills, friction kills, so provide a fast and seamless experience.

Connect the dots: Measure the impact of your digital spend not just by final conversions online, but by how all channels move consumers through the path to purchase. Someone could find just what they’re looking for on your website, and then call or visit a physical store to make the final purchase.

With more Australians spending more time online and on their smartphones, there are extraordinary opportunities for brands to really be there and help people, intimately taking part in people’s lives as they’re living them.

Please login with linkedin to comment

Latest News

72andSunny Sydney Announces String Of New Hires
  • Advertising

72andSunny Sydney Announces String Of New Hires

Following the recent executive creative director hire, Micah Walker, and new business wins of Optus, Paspaley and Vision Investment Group (VIG), 72andSunny Sydney has welcomed a number of key hires. The new hires include: Greg Fyson, executive producer: Fryson comes to 72andSunny with 15 years’ industry experience. Carving out his career as a TV Producer at BMF, Fryson […]

PHD Wins H&R Block’s $4 Million Media Account
  • Advertising
  • Media

PHD Wins H&R Block’s $4 Million Media Account

H&R Block has today announced PHD as their new media partner. The business was won in a non-competitive pitch after PHD completed a series of successful projects for the brand. The business is estimated to be worth $4 million annually and PHD will be responsible for all media planning and buying duties. The move will […]

Instagram Unveils New Shopping Tools
  • Marketing
  • Media
  • Technology

Instagram Unveils New Shopping Tools

Ahead of the holiday gift-giving period, Instagram is introducing three new ways for users to shop on Instagram. The Facebook-owned social media platform is launching tools to discover new products, shop favourite brands and keep track of shopping inspiration in one place. Here are the three new ways to shop on Instagram: Save new shopping […]

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas
  • Advertising
  • Campaigns
  • Marketing

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas

Online experience retailer RedBalloon is urging consumers to ‘break with tradition’ this Christmas and rethink their approach to gifting, with a million-dollar campaign set to drive 1.6 purchases every minute between now and December 25. RedBalloon General Manager Matthew Cavalier said everyone has their own traditions at Christmas. The brand’s creative territory is about celebrating […]

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying
  • Advertising
  • Campaigns

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying

Rimmel London has partnered up with The CyberSmile Foundation to take a stand against Beauty Cyberbullying. Launched on Monday via a global campaign #IWillNotBeDeleted, fronted by Rita Ora and Cara Delevigne with a cast of other individuals who have been affected by this issue. In 2017, Rimmel London undertook a global research study to understand […]

Jeep & Lumo Energy Launch OOH Campaigns Via oOh!media
  • Advertising
  • Campaigns
  • Media

Jeep & Lumo Energy Launch OOH Campaigns Via oOh!media

Jeep Australia and Lumo Energy are among an increasing number of brands creating impact and driving greater audience engagement through the use of special builds and innovative lighting on classic out of home billboards. The two builds, developed and executed by oOh! include strategically placed lighting which appears to increase in luminance as the night gets darker, to capture the attention […]