AdAge
By Tim Peterson
Google makes its money from online advertising but spends those dollars best on TV spots.
Google: Zeitgeist 2013
Google has been dubbed the most effective TV brand advertiser of 2013 by TV and video analytics firm Ace Metrix, which awarded the search giant overall Brand of the Year honors. Google also claimed the Ad of the Year for its 90-second “Google Zeitgeist: Here’s to 2013″ spot that highlighted the world’s most searched moments.
“Google’s emergence as a storytelling force is not a recent phenomenon — they have produced outstanding creative for several years now — but 2013 represented a watershed moment for the brand,” said Ace Metrix CEO Peter Daboll in a statement. Ace Metrix evaluated more than 1,200 brands and nearly 6,400 ads that aired in 2013.
Google has assembled a robust TV portfolio since its 2010 Super Bowl spot “Parisian Love” that narrated a relationship’s timeline through search queries. The company has continued to blend function and emotion in subsequent spots, such as the 2011 ad featuring a father using Google’s Chrome browser as a digital scrapbook for his daughter. When Google announced its media-streaming dongle Chromecast in July 2013, it debuted a 60-second TV spot showing how the device can create a more communal online video viewing experience.
Google’s Ad of the Year spot, created by adam&eveDDB, London, continued the heartwarming trend.
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