Cannes Lions

GOOGLE SEARCH APP - PERFECT PINPOINT PERSONALIZATION

ESSENCE, New York / GOOGLE / 2015

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Overview

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Credits

Overview

Execution

A bespoke technology solution was built to pull real-time information from Google directly into mobile ads. The level of dynamic customization that was used exceeds any other advertising to date. For every impression, the ad unit pulls in 23 different pieces of real-time, contextual content from five separate APIs.

This simply wouldn’t have been possible with any other channel; on mobile, there are many more contextual signals to read than any other medium.

Outcome

The campaign achieved an incredible 53% engagement rate. By building ads that didn’t feel like... well, ads… we generated unprecedented levels of consumer engagement. And most importantly, a consumer study showed that we increased Google Search App awareness amongst our target by 9%, shattering our goal.

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