OUR TAKE ON THINGS
Social Media Marketing - January 12th, 2014
]The search engine giant Google has started testing +Post ads, the first monetization effort for its social networking platform - Google Plus. According to Google, the live social ad format allows brands and businesses to convert their Google Plus content into expandable display ads. This helps them to go beyond clicks and engage in live conversations with the audience as people can join a live Hangout and add comment right from the ad unit.
Google said that while using the new ad format, brands need to pay only when people view or click on the content posted by the brand. Another advantage of +Post ads is that even after the ad campaign ends the engagement will continue as people can discover the posts on Google search and Google Plus.
Eran Arkin, Product Manager, Google Plus said that a select group of partners, including Toyota USA, RITZ Crackers and Cadbury UK are currently running +Post ads and getting 50% higher expansion rates than the industry average for rich media ads. “Over the next few months, we’ll collect feedback from brands and users, and plan to introduce this ad format for additional advertisers,” he said.
Once Google rolls out the +Post ads for all brands and businesses, it is anticipated that the entire social media advertising scenario will witness a drastic change. It is also obvious that the tug of war between the two giants – Facebook and Google in terms of ad revenue will become tougher. The analysts’ report that Google will earn $3.1 billion from its display ads this year, compared to Facebook's $2.8 billion confirms the same. So, what all brands and businesses have to do is buckle up and get ready to reap the most out of this great opportunity.
This quick video below shows how Toyota is using +Post ads to promote their newly launched Corolla.