Google introduces new ad solutions for India

Google introduced its Form Ads on Search, that allow advertisers to generate leads seamlessly from their mobile search ads along with a campaign planning tool inside Google Ads that allows advertisers to plan reach-based video campaign. The new tools along with Creative Excellence Awards were unveiled at the fourth edition of Google’s flagship event Google for India.

Speaking about how Google is evolving its ads offerings for India, Kim Spalding, lead - product management for the SMB and Emerging Market Advertising, Google, says, “Rapid growth in India and diversity in user behavior and changing patterns are impacting and informing the way we develop our products. We know that advertising in local languages is critical to reach out to users in India’s growing digital ecosystem. Our research shows, that 88% of users are more likely to respond to a digital advertisement in their local language as compared to English. Towards this we introduced Smart Display campaign in Hindi and have also expanded our ad products to support Tamil, Bengali, and Telugu across Search, Display and YouTube. We will soon be adding support for Marathi and continue to invest in bringing support for more Indian languages. “

“We are also introducing an India first Form Ads on Search, that allows advertisers to generate leads seamlessly from their mobile search ads. Users tap a call to action in the ad extension such as “Get a quote” or “Sign up,” and then reach a customizable, Google-hosted form, prefilled with information shared by the users, with the option to edit to submit their inquiry,” Spalding adds.

In another India first launch, Google introduced a campaign planning tool inside Google Ads that allows advertisers to plan reach-based video campaigns at national level with sub geo targeting across 36 sub regions and 6 top Metros.

Ogilvy India and Google in a global-first 'Creative Intelligence Partnership'

Rajan Anandan, VP South East Asia and India, Google, says, “Voice, Video and Vernacular are three big themes that captures the behaviors of India’s growing Internet users. Keeping up with the pace of change in India’s user behavior, we’re doubling down on our efforts to innovate our ads products for India”.

YouTube also unveiled its first Creative Excellence Award winners - The top five ads from Jan 2018 till June 2018 were rated by a panel of 11 representatives from creative agencies, ad film direction and media planning - compiled by Kantar IMRB.

The ads were evaluated against the following parameters - Attention, Brand-Ad fit, Memorability, Uniqueness, Relevance, Comprehension and overall likeability. The winners include: Apple for face unlock feature, Vodafone for pug is back with its pack, P&G for shiksha campaign, Vivo V9 for bokeh mode and Pepsi for the adventures of Hunny and Choocha.

The winning ads were shortlisted from the top 20 ads on YouTube in India, that are determined by an internal algorithm. The process entails organic, paid views along with other audience metrics.

The winning ads (not in specific order):