Google has developed and is expanding usage of an educational portal for advertising agencies to use to educate their staff on Google Advertising and also help bridge the gap between Google and the agencies which may have been “wary” of using Google ad planning as opposed to traditional media buying techniques.
The fact is however, that Google has developed an innovative and efficient global advertising system built upon the Adwords targeting and DIY model, which is designed to bring a better ROI to advertisers, and for easier monetization for TV, cable, gaming and online publishers. Agencies should no longer see Google Advertising as a threat to their existence or overall bottomline, and instead work with the company, along with Microsoft, to be proactive in building a suite of integated direct marketing solutions across multiple platforms which are targeted via demographic research and contextual targeting … all managed via a Google AdWords account.
The platform is dubbed AgencyLand, and is now in beta testing with select ad agencies writes Rupal Parekh of AdAge.com.
Parekh writes that AgencyLand includes webinars, a searchable library with more than 200 marketing case studies and short, on-demand video segments featuring Google leaders such as Chief Economist Hal Varian. It also aggregates Google’s array of ad tools, such as a media-planning tool that connects advertisers and publishers and a website optimizer, which helps measure user behavior on web pages.
Agencies which are currently testing AgencyLand include Digitas, Group M, BBDO, 360i and Razorfish and access to the portal is free for these companies.
AdAge.com also adds that Microsoft is taking a similar route, launching its own agency-targeted training program called Digital Academy which will push the Microsoft “three-screen approach” (web, TV and mobile).