Google Marketing Live is undoubtedly the most anticipated marketing event of the year—the commentators referred to it as the “Super Bowl” of marketing. This year’s announcements outlined exciting visions and changes from Google with emphasis on machine learning, tweaks based on marketer feedback, and privacy.
Shortly after 9 am Pacific Time, Philipp Schindler, Google’s Chief Business Officer, took to the Google stage in front of a full audience in the room and online. He spoke briefly about Google’s focuses for advertisers and users: helpfulness, privacy, security, AI, and accessibility for all. He moved into a small list of what he called both evolution and revolutions:
- Interactions with smart devices are becoming more natural. This is predominantly due to digital assistants—the rise in interactions is playing out in nearly every type of smart device, from a Google Home to cars. Users demand accuracy and the best possible delivery of services from their smart devices.
- Technology is also shifting toward preferences for advanced input/output results. Essentially, a search that yields voice in, image out. There may also be a movement toward voice in, augmented reality out. For instance, you could look at a piece of furniture or a car and, through AR technology, see how the object would look in real life.
- Mobile is the #1 platform for user engagement—more than half of all searches are conducted from mobile devices, and Google Assistant is on over a billion devices worldwide. Philipp urged marketers to remember the basics: site speed and ease of use for all things mobile.
- Philipp touched on machine learning, which has become more possible due to new neural network architectures, on-device hardware, and cloud computing capabilities that have expanded. The ever-evolving goal is high-performance machine learning for all, and Google plans to implement their advanced machine learning into their ad platforms.
- Recent years have brought significant changes in expectations for user privacy and security. Google’s Federated Learning AI, a holistic and secure cloud infrastructure, processes data and still allows machine learning without storing data in the cloud. Google is relying on marketers to lean on this technology to honor data privacy.
- The areas that will be most impacted: insights and smart bidding, managing campaigns, planning by customer instead of channel, and creative testing to tell a story and serve relevant ads. Additionally, Philipp added emphasis on gathering measurements without compromising user privacy.
In our next post, we will begin to breakdown each ad innovation from the keynote speakers.