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Google Launches Karate Tutorial To Advertise Its Pixel Phone Lineup Google's Phone Ads Are Compelling – But Will They Work?

author image Written by: Wade Morris           Categories - In The News

Google is trying to make one thing clear in advertisements for its Pixel phone lineup: it’s easy to make the switch.

The tech company has released a new video clip advertising the Google Pixel phone. The advertisement is titled ‘Switch to the New Google Pixel (and Do Yoko Uke in Karate),’ and cuts between two tutorials. As the title suggests, the narrator describes how to perform karate moves, while also describing how to switch to a Google Pixel from a competing phone brand.

 

The implication, it seems, is that switching to the Pixel is easier than learning karate – in other words, the viewer should not fear that changing their phone brand will be a hassle.

This ad follows another video from Google that caught some attention on the web. Called ‘How to Mindfully Switch to the New Google Pixel,’ the video uses ASMR – a trendy video format in which the narrator whispers and makes calming noises – to imply that switching from a competitor to Google Pixel is a relaxing experience.

Google is not a leader in phone sales, but the company’s approach to advertising their phone lineup is certainly interesting. The two video ads use trendy formats to get their point across. The ‘mindful’ ad relies on the ASMR trend: between 2017 and 2018, the amount of time Youtube users spent watching videos considered ‘relaxing’ increased by 70%.

The karate ad is trendy, too: more than half of users in a poll revealed they watch at least two instructional videos per week.

Are the ads actually good, though? Critics are divided. One writer described the ‘ASMR’ ad as “brilliant“, while another writer considered the karate ad to be a downgrade:

“It lacks the same oddness factor that made the ASMR video interesting,” said MobileSyrup writer Jonathan Lamont. “We’ve now got two ads from Google highlighting how easy it is to switch to Pixel, and no ads explaining why anyone should.”

Experts expect Google to launch the Pixel 6 phone this fall, so only time will tell whether or not Google’s unique approach to advertising the device actually pays off.

Wade Morris

Wade brings an energetic approach to writing – he is always on the hunt for stories and angles that matter. With years of experience in journalism and marketing environments, Wade has written about everything from politics to education. Now, he writes about SEO and digital marketing trends.

Google’s New Feature Will Make Managing Brand Safety Easier For Advertisers

04/16/2021

Good news for advertisers: you will soon be able to manage exclusion lists more easily.

Google has announced that it will launch a new version of exclusion lists, the feature that allows users to block their advertisements from specific pages or domains.

The new feature, called dynamic exclusion lists, will allow advertisers to automate how their exclusion lists are managed. 

Exclusion lists are an increasingly popular feature. These lists give advertisers the opportunity to manage their brand’s reputation by blocking their advertisements from particular pages or domains. In many cases, users will block their ads from sites that post offensive content or do not align with their brand’s values.

Many advocacy groups release lists of websites for advertisers to add to their exclusion lists. However, advertisers have had to select these websites manually – until Google’s new feature is released. As brand accountability is becoming a hotter topic in the culture of digital advertising, many brands are more deeply considering where and how they want to run their ad campaigns.

Dynamic exclusion lists will allow users to automate their lists. Users will be able to schedule automatic changes and updates to their exclusion lists. It will also be possible to use aforementioned third-party lists without having to update them manually.

Google is expected to release new information about the feature soon. Dynamic exclusion lists are expected to launch in the next few weeks.

READ MORE: Google Announces New Dynamic Exclusion Lists

READ MORE: Google Unveils Automated Brand Safety Tool to Create ‘Dynamic Exclusion Lists’

READ MORE: Google Ads to Roll Out Dynamic Exclusion Lists in Coming Weeks

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Twitter Introduces 6-second Video Ad Unit

08/20/2019

Twitter Provides Marketers New Biddable Video Ads Option

Twitter is giving advertisers the option to bid on the first 6 seconds of a video ad view in an effort to capitalize on the growth of video advertising on its platform. The social media platform is investing in video after a successful second-quarter earnings report, which saw ad engagements rise 20% over the last year. The new short video ad unit is now available to advertisers globally. Ads will be charged on a cost-per-view (CPV) basis and will only be billed when at least 6 seconds are viewed with pixels at 50% in-view. As explained by Twitter: “With mobile video consumption at an all-time high, studies show brand impact happens almost instantaneously (within seconds) with video ads. A recent Twitter-sponsored study by EyeSee determined short-form (under six seconds), sound-off videos with clear branding drive significantly better ad recall and message association on mobile than linear TVC style videos. Optimal video creative and viewing experiences drive brand lift and sales.”

A Closer Look

graph of eyesee case study about video
Source: IPG Media Lab
The company co-sponsored a study with behavioral research company EyeSee that claims sound-off videos six-seconds or shorter with clear branding drive better ad recall on mobile than traditional linear TV commercial-style videos that can be up to one minute long. Twitter described the new 6-second video ad unit as a “Flexible option for advertisers who care about the completed view metric but are ready to lean into the mobile-first paradigm and develop short-form assets optimized for in-feed viewing.” The new ad unit is available for promoted video, in-stream video sponsorships, and in-stream video ads, and offers the possibility of transacting on to a longer format video. The company also reported that video ad formats continue to be its fastest-growing ad format. Since Twitter is a platform where views are not forced on users, video consumption tends to be shorter on average. This presents a unique challenge to advertisers as the need to engage viewers immediately has never been greater.

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