Short Takes: How Google Learned to Connect on TV

By Carla Rover • November 10, 2011 •

Analytics firm Ace Metrix released a study Wednesday of dotcom ads on TV and found that Google’s ads made the most positive impact with consumers. The company quizzed consumers on attributes of ads, such as relevance, desire, likeability, persuasion, watchability, information, and its ability to hold their attention.

“The main differences between the dotcom ads that performed well and those that performed poorly is the fact that Google tested,” said Peter Daboll, CEO of Ace Metrix.

Google is approaching TV advertising slowly. Unlike other major Web brands, Google has only been investing in TV ads for 2 years. Companies that fared poorly in the study, according to Daboll, did so out of a lack of business intelligence- at least about the true impact of ads on consumers.

Companies such as Go Daddy, Groupon and Living Social, according to Daboll, did poorly because of polarizing ads that wouldn’t have made it on air if the companies had done their research. All three “fail to realize” the powerful impact of a poorly-received ad on their brands.

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