Google Search App (GSA): Measuring the unmeasurable

Vineet Krishnan, Lakshmy Priya

Google India, a technology company, launched a campaign in India to measure the impact of TV in campaigns and increase usage intent of the shopping feature on Google Search.

Campaign details

Brand: Google Search App (GSA)Brand owner: Google IndiaLead agency: Essence India, Beatgrid MediaContributing agency: Toaster (creative agency)Country: IndiaIndustries: Websites, online services & appsMedia channels: Online video, TelevisionBudget: 5 - 10 million

Executive summary

TV is the biggest medium for any advertiser in India, however the media industry doesn't have a robust methodology to measure it yet. This is the gap we sought to bridge through passive tracking. Passive tracking helps with the measurement of TV. Its methodology is based on audio content recognition...

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