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.

https://digiday.com/?p=1590

More in Media

The Creator Economy

From sidelines to spotlight: Esports events are putting creators center stage

July 11, 2025

Esports events’ embrace of content creators reflects advertisers’ changing priorities across both gaming and the wider culture. In the past, marketers viewed esports as one of the best ways to reach gamers. In 2025, brands are instead prioritizing creators in their outreach to audiences across demographics and interest areas, including gaming.

Generative AI

Condé Nast and Hearst strike Amazon AI licensing deals for Rufus

July 10, 2025

Condé Nast and Hearst have joined the New York Times in signing a licensing deal with Amazon for its AI-powered shopping assistant Rufus.

Member Exclusive

Media Briefing: AI payouts may be entering a new era

July 10, 2025

AI compensation is evolving — and new models, not just publisher demands, are driving the shift beyond flat-fee licensing.