This weekend Google announced its latest advertising platform – Shared Endorsements. Similar to the soon-to-be defunct Sponsored Stories option on Facebook, Google’s Shared Endorsements will pull in users’ names and profile pictures in adverts, ranging from Google Play store recommendations to adverts for restaurants.
Following the announcement The Drum asked a cross section of marketers what the introduction of Shared Endorsements could mean for advertisers and what lessons Google could learn from Facebook’s mistakes.
It’s no surprise that Facebook’s Sponsored Stories didn’t meet with vast amounts of success. So how can Google’s Shared Endorsements avoid that trap?
The trick is to offer consumers exactly what they want. No-one likes to be bombarded with messages that are completely irrelevant to their tastes and buying behaviours. Think how frustrating it would be to be marketed a beer ad if you only drink wine.
Nonetheless, the potential this offers to marketers is huge, with a massive, global audience who will potentially see their ad.
Therein lies its key factor – its reach. Google’s audience is so vast that it outstrips all other forms of advertising. What brands must ensure, however, is that the content that they are putting in front of people actually appeals to them. After all, a targeted campaign will always be more effective than a blanket approach.