On Wednesday, Google introduced a new Real-Time Ads product to help brands engage audiences with timely, dynamic ads during live events. The new ad product is available for select brands across Google’s two major ad platforms, AdWords and Google Display Network. It aims to help brands capitalize on the ripple effects of live events, such as the upcoming Super Bowl and Oscars, and jump in on all of the consumer and brand conversations that arise.
What Brands Need To Do
Typically Twitter has been the go-to destination for brands to conduct real-time marketing during big events, and that seems unlikely to change any time soon. Twitter is still where most viewers go to share their thoughts. However, Google’s real-time ads should provide a wider reach than Twitter via its networks, enabling brands to reach live audiences with resonating, up-to-the-minute content. In fact, dynamic content can improve click-to-open rates up to 73%, according to a study by AVARI. For brands looking to try their hand at real-time marketing, this new ad product from Google should certainly be taken into consideration.