Google introduces tool for planning online ad campaigns

Google launches Ad Planner.

Google wants to make it easier for marketers to pick appropriate Web sites for their online ads with a new tool it announced Tuesday called Ad Planner.

The tool, first reported about by The New York Times on Monday, is aimed at advertising agencies' media planners, whose job is to decide where to place their clients' ads.

By feeding Ad Planner with their target audience's demographic information, media planners will get a list of sites that should prove effective marketing vehicles.

"You can drill down further to get more detail like demographics and related searches for a particular site, or you can get aggregate statistics for the sites you've added to your media plan," reads the official blog posting.

Ad Planner data can be exported as .csv files to spreadsheet applications or to Google's own DoubleClick MediaVisor ad campaign management tool.

For now, those interested in using Ad Planner need to submit a request to Google.

Last week, Google announced a similar service called Google Trends for Web sites that is aimed at a general audience.

Since news of Ad Planner emerged on Monday, it has been suggested that Google is moving into the Web measurement market to compete against companies like comScore, Nielsen Online, Hitwise and Quantcast.

The development of Ad Planner is a natural step in Google's efforts to provide more tools and services to its advertisers, said industry analyst Greg Sterling of Sterling Market Intelligence.

"It's an evolutionary thing. It's Google bringing more targeting capabilities and more information to marketers and media buyers," Sterling said.

In particular, Ad Planner seems intended to help Google expand from its core base of search engine advertisers to large, brand marketers, he said.

For IDC analyst Karsten Weide, the Ad Planner announcement isn't particularly surprising or earth-shattering.

Big online ad companies like Google and Yahoo have failed to provide their clients with comprehensive suites of complementary ad services, for things like media planning, ad creation and ad testing, Weide said.

Tools like Ad Planner are an attempt -- in this case by Google -- to fill that gap, he said. "This is one step from Google to provide one piece of the puzzle to clients, in media planning," Weide said.

Quantcast, one of the companies Google will compete against in this market, said that, unlike Google's, its audience discovery platform is "collaborative and open" and puts publishers and marketers in control of their audiences and data.

"Of course, Google controls an extensive data platform -- and the market must ask the question if this new product is simply intended to help Google sell inventory and a broader set of controlled services," Quantcast CEO Konrad Feldman said in a statement.

ComScore, another company in this market, saw its shares tumble almost 23 percent to $21.45 on Tuesday, a Wall Street reaction no doubt influenced by Google's announcement.

When asked for further comment about Ad Planner, a Google spokesman said no one at the company was available to talk on Tuesday.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Juan Carlos Perez

IDG News Service
Show Comments

Brand Post

PC World Evaluation Team Review - MSI GT75 TITAN

"I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it."

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?