Cookie Policy

This website uses cookies to provide technical functionality, improve the user experience and help us optimizing the website for our users. Find out more in our Privacy Policy

Necessary Cookies

These cookies are necessary for the function and operation of this website. Without these cookies we would not be able to offer you services such as contact forms and territory selection. These cookies collect anonymous information and cannot track your movements on other websites.

Show CookiesHide Cookies

Name

Domain

__ga

censhare.com

__gid

censhare.com

allowCookies

censhare.com

prefGeo

censhare.com

Performance Cookies

These cookies collect information about how you use our website. This enables us to identify which parts of our website are particularly popular and thus improve our offer for you. These cookies do not save information that would allow the user to be identified. The collected information is aggregated, and therefore anonymous.

Show CookiesHide Cookies

Name

Domain

__hssc

censhare.com

__hssrc

censhare.com

__hstc

censhare.com

_vwo_uuid_v2

censhare.com

hubspotutk

hubspot.com

__gat_UA-8

censhare.com

Marketing Cookies

Marketing Cookies are being used to deliver adverts and other communications relevant to you and your interests, to limit the number of times you see an advertisement and to help measure the effectiveness of advertising campaigns.

Show CookiesHide Cookies

Name

Domain

1P_JAR:

google.de

CONSENT

google.de

NID

google.de

globe icon

Diese Webseite ist auch auf Deutsch verfügbar.

Region auswählenUS - English
Region auswählenUS - English
Blog

Google underscores value of mobile

Matt Bush, Google’s director of performance, says that marketers are underestimating the value of mobile. It's a significant message for the industry, considering 50% of YouTube video views are now on mobile, and Google has just reported a 400% increase in mobile video views.

Measuring value

Bush’s comments were sparked by a test run of Google’s ‘Store Visits’ product, which estimates the extent to which real world transactions have been affected by online ads. It does this by gathering anonymized location data to monitor store visits, and cross-referencing that with anonymous online behavior across different devices. The results should show how prior online behavior influences behavior offline.

Beta testing results suggest that marketers are underestimating the value of mobile clicks by approximately 10 times. In other words, marketers need to think more about accessing mobile audiences.

Maximizing mobile

Speaking at the Jellyfish Digital Journeys event in Brighton, Bush also said that marketers need to ensure that customers are supplied with relevant and interesting information, arguing, "we need to start thinking about the creative we put in place."

These comments are particularly apt in light of Google’s Phantom 2 algorithm update , which rewards brands that produce content much higher up the decision-making process. Video, however, offers brands an opportunity to engage on a more playful level, bringing out the personality of their offering. As Bush puts it, "the audience is there and wants to be entertained. There is no reason brands can’t get the results that Zoella or someone else might."

Value of context

Christopher Eich, manager of product strategy for Disney ABC Television Group, recently told a Streaming Media conference , "we're not just a content company now, but we're also a context company… we have to figure out ways to use deeper metadata and drive that context, and to drive a richer experience."

Central to this process – whether creating video, text or interactive content – is the use of data. Tools like censhare can help businesses to manage metadata efficiently, organize multimedia assets, target communications across multiple channels, and gauge user engagement and monitor KPIs in real time, making it easier to deliver compelling, personalized customer experiences across mobile and other valuable brand touch points.

censhare Editorial Team censhare Editorial Team

We asked around the office to find out who wrote this and everyone stepped forward and said "I'm the author", our mistake was that we were offering cake.

Comments