Google sees itself as 'special effects shop' and not a creative shop

Google has no ambitions to be a "creative shop", but sees itself as a "special effects shop", facilitating brand campaigns, according to a senior executive from the search giant.

Jason Bigler: director of digital display EMEA Google
Jason Bigler: director of digital display EMEA Google

Jason Bigler, director of digital display, EMEA, Google, was speaking at the Guardian's Changing Advertising Summit.

He addressed the audience on how digital had ambitions to become the ultimate branding medium, and called on brands to make better use of new technology, such as consumers increasing use of multi-screen media.

Bigler said: "Creative is still one of the greatest underfunded parts of digital. We don't consider ourselves a creative shop. We are a special effects shop to help make it work."

There have been rumours that Google could buy a major traditional advertising agency, although this has not come to fruition.

Instead, according to Bigler, Google saw itself as facilliator between agency and client.

Bigler pointed to the example of Trueview, the ad format which allows visitors to the Google-owned YouTube to skip ads they are not interested in.

He said some advisers had reacted positively to the ad format, arguing it was a cost-effective advertising option, which meant they could better target their audience.

Google also provided brands with sophisticated analytics, such as data on who was looking at an online ad.

Speaking more broadly about advertising, Bigler said he believed that the quality of display advertising in the market needed improving, saying that in some cases, it had plateaued.

He said: "The issue with display is to make it relevant to consumers. Some of the best ads out there are native."

Google has its own native advertising platform in AdWords, as does Twitter with its Promoted Tweets.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email