https://www.youtube.com/watch?v=zqKovGMx9xo
Google is launching a massive ad campaign for mobile that will include a joint venture with The New York Times for banner ads based on breaking news stories.
The campaign will be a “multi-year” deal. The ad above, “Dream,” will break during the NFL’s opening game on NBC. The 30-second spot features a montage of people saying “OK,” and then ends with a kid asking Google if dogs can dream. In addition to TV, print and out-of-home, the campaign has a large digital component.
Furthermore, this Internet search mega company will run banners riffing off headlines on The New York Times’s homepage. “Copy in the banner ads will go to the next level on any particular topics that are trending for The New York Times”, said Jeff Whipps, a Google’s VP on branding.
Whipps declined to say how much Google was spending on the campaign, but said it will rank up there with their most significant investment historically along the lines of Chrome, Play and others. When asked about the timing of the campaign, a Google representative stated that “There’s a wide range of things Google can do for you to be helpful, but they aren’t necessarily obvious, so we wanted to be pretty detailed in showing people some of these capabilities, to show them how to do it in an easy and natural way, and to have some fun doing it.”