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Google creates “one-stop shop” Think Insights for UK advertisers to encourage multiscreen strategies

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By Jessica Davies, News Editor

October 1, 2013 | 3 min read

Google has consolidated its sites to create a “one-stop shop” called Think Insights for UK advertisers and marketers and encourage multi-screen strategies, as it reveals 66 per cent of smartphone users expect mobile sites to match desktop experiences.

The internet giant will close several sites including GetMo, launched last year to encourage businesses to develop more mobile-centric strategies, along with its Watch This Space site dedicated to cultivating creativity in display ads. The third site to be consolidated into the Think Insights portal will be Think Quarterly.

Google Think Insights has been created to provide businesses with latest research, case studies, best practice techniques and tools on all Google’s ad products across all screens, including YouTube and Google+ ads.

Google’s product marketing manager Matt Brocklehurst told The Drum the launch is aimed at reducing confusion in the market.

“Over the last few years we have developed a number of sites like GetMo, which have done very well, but the more we created the more confusing it was becoming both internally and for our customers. That’s why we wanted to create a one-stop shop,” he said.

The move is also aimed at boosting the confidence of advertisers that have not yet embraced mobile strategies. It contains information and best practice techniques on how to create mobile-specific sites, responsive-design sites and dynamically-served sites.

“Many marketers understand the importance and benefits of having a site that works across devices, but it is also a big decision, so we are trying to show the returns other brands are getting to encourage people.

The news comes as Google released its latest multiscreen research, revealing 66 per cent of smartphone users worldwide expect to have as good an experience on mobile sites as on desktop.

Meanwhile 80 per cent of smartphone users don’t leave home without their device, while 74 per cent go online with their smartphone every day and 55 per cent search on their smartphone on a daily basis.

Almost two thirds of global smartphone owners use their mobiles to research or purchase items, although final purchase are mainly completed on other devices, with people switching to desktop, tablets and offline methods.

People are also increasingly using their smartphones in physical retail stores, with 18 per cent of all users going online via smartphones when shopping.

This summer Google revealed UK tablet tripled year-on-year, taking the total to 30 per cent of the population, while smartphone usage has doubled to 62 per cent.

GetMo, Watch This Space and Think Quarterly will be phased out in the coming months.

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