Google Unveils New Dashboard To Advertising Agencies
American president of advertising/commerce, Tim Armstrong, gave a
keynote address March 7 at the American Association of Advertising
Agencies (AAAA) Media Conference in Orlando. It was noted that
annual advertising in the U.S. is $198 billion, and $479 billion
In his address,
Armstrong unveiled Google’s “top secret strategy” for helping
agencies transform the way they plan, buy and manage, media...not
just online, but across all their media options. He showed a new
“dashboard” approach developed for managing buys.
takes a mix of different media types and puts them together,” he
explained, adding that the system, which is still being developed,
was part of a suite of new tools Google is building to make the
lives of media buyers easier.
He said the new
dashboard would enable buyers to manage mixes of off-line media like
TV, radio and print campaigns, with their online display and search
advertising, and to harness their data streams to show how one
platform influences traffic to the others.
recently begun striking alliances directly with agencies, such as
its much publicized hook-up with Publicis, which Armstrong said was
all about building tools to help the ad agencies scale.