Ever wonder where your favourite ads come from, or why they’re showing up all over your search? Do you click to skip, or let the ad play?
Publishers like Google, Bing, and Yahoo generate the most profit online through the ads you see when you enter in a search.
The brands you see on these ads, also known as Advertisers pay agencies to create advertisements and campaigns (if they don’t have an in-house marketing team). Agencies offer services to generate new concepts and approaches to campaigns, from conception to production with teams perfectly suited for the job.
Here’s where things start to get a little competitive. If you search Advertising and Marketing Agencies in [insert city here], how many of those agencies do you recognize? Agencies are there to create content that sells a product or a brand. Do you end up wondering who made that Old Spice commercial after watching it? Nope. This means that the agency did a good job in remaining inconspicuous and really letting their client shine.
Agencies compete to get great clients through a great pitch, but why don’t we see agencies marketing themselves like advertisers?
In an article written by Al Ries he asks this exact question. If you pay attention to the marketing and advertising industry, you know names like DDB, Publicsis, and WWP, but for those outside, none ring a bell. The reason for this might be because they want to focus on doing one thing and doing it well, why shift focus on what you usually do if it already works? Google on its own generates more profit than anyone online, and doesn’t advertise, but offers services and tools for business to rank higher on search. So at the end of the day, it’s not what you’ve done, but the services you offer. The same goes for agencies, the publicity you get from making a distinguished campaign can be an indirect referral for you.
So what do agencies do if they aren’t marketing themselves? They pay to be ranked at the top of a search, and rely on referrals, bringing us back to search where Google puts the money towards tech innovation and not directly into the pockets of its customers. We are in a cycle of doing what Google says, putting money in to see a return based on traffic, conversion, and hopefully profit, but nothing actually from Google. If they introduce a buy button on those ads, marketers once again have to be on their toes in how to properly utilize this new tool to generate their own profit. You put money into Google to be ranked, to get the most eyes on you, and try to keep up with their fast-changing algorithms, features, and innovations to stay at the top of a search.
Google’s past I/O Conference
As if Google hasn’t been dominating search already, they are gradually becoming smarter in immersing themselves in our daily lives. Just this past week, Google’s highly anticipated 2-day Internet of Things Conference wrapped up with many improvements to existing tech, a new virtual reality toy called Google Cardboard (that also works with OS), and the most secure SD card EVER (Yessssss)! They dipped into wearables, photos, phones, mobile payments, and collaborated with Go-Pro.
So, with all this innovation, are you for or against Google using your dollars for new tech? To me, nothing really seemed too new. The IoT concept has yet to be fully adopted into our lives because of cost, infrastructure, and the generation it was introduced in. Above all else, I think with so much innovation not only from Google, but from Start-ups, the most important detail is ensuring that our information is completely secure.
[And in case you didn’t catch it, the blog title refers to the Simon Says game]