There are great events that are broadcast live and that bring together a multitude of consumers talking about the exact same topic. A good example is, in the United States, the Super Bowl, the Oscars or the opening ceremony of the Olympic Games. If someone falls, says something unexpected, or any other surprise comes up, all viewers will comment on it. They Phone Number List will send memes via mobile to their friends. They will make their best jokes on Twitter. They will Google it if they missed it. Everyone will be talking about it except for brands, whose ads, scheduled in advance, will not be able to participate in the conversation.
Up to now. Google has announced a new ad format called “real time”. The Phone Number List Google Adwords tools will allow you to create an ad that can be updated later in some of its characteristics (such as the image or the text) to reflect an event that is generating conversation (for which it will be enough to see some of the trending topics of the moment).
As explained from the search engine giant: “With real-time ads, brands will be able to launch a campaign by inserting ads immediately and dynamically through YouTube, thousands of apps and the Phone Number List more than two million sites on the display network. with a message that directly alludes to the great moment that consumers are experiencing. ”
These real-time ads started beta testing last year, and will now reach more advertisers for testing, but it won’t be until later that it’s available to anyone who wants to use it. It will be then when any brand can be part of the conversations about live events in a relevant way.
From Google they also added that during the next few months there will be a large number of important events in the United States, and that they will be a good opportunity to test and analyze the operation of the system: “The objective is to expand what marketers do on television and other platforms Without a doubt, a unique opportunity to take advantage of the potential of these great events, something that until now seemed the exclusive heritage of social networks.
The micro-moments gain relevance also within the great moments Ultimately, this new Google advertising format aims to take advantage of the small, very specific moments that occur within the great moments, which were traditionally used by advertising.
Thus, one of the elements that brands have always used to reach consumers are large events in which many people gather in front of the television, the Internet or some specific physical space to attend something. It’s clear why those great moments are interesting for brands: viewer attention is very focused and audiences are massive.
However, in recent months what has been heard the most is micro-moments: specific and small moments that become a brand opportunity to connect with the consumer in a specific and direct way. Google’s new real-time ads will perhaps be the ideal way to mix the best of both worlds.