2017 was the year of the Smart Speaker, including Google's EMEA launch of their much-anticipated Google Home device. Operating in such a new category and needing to educate and inform the public on the advantages of Smart Speaker ownership, the launch of Google Home was accompanied by a robust advertising campaign using multiple media touchpoints.
Google strives to achieve outstanding innovation and pioneering knowledge in everything it does. This includes an accountability requirement for its media agency partners to source, design and deliver best-in-class approaches for campaign evaluations.
Campaign effectiveness research is routinely used by Google to meet two primary business objectives:
- To determine the performance of individual creative assets and overall media impact.
- To leverage post-campaign findings to plan future multi-channel campaigns optimally.