Google is planning to focus its investment in programmatic marketing, aiming to put 60% of its entire digital marketing budget into the format, according to its global chief marketing officer Lorraine Twohill.
Speaking at the Web Summit in Dublin recently, Twohill was quoted as saying that “I want 60% of my marketing digital spend to go through programmatic.”
The search giant is now moving all of its ad campaigns over to programmatic as well as facing the current limitations of the ad buying process, such as the lack of skippable ads in programmatic.
Twohill added that Google plans to retrain its entire ad buying team as their jobs are changing rapidly.
“There’s things in programmatic that aren’t quite there yet. I really care about ads where people can play and engage.”
Twohill said the company will look to push forward consumer awareness around some of its search functionalities such as voice and knowledge cards, and focus on telling stories around those capabilities.
Google also wants to communicate the shift from desktop to mobile and to promote some of its hardware products, such as Chromecast.
Part of that work will include checking how the brand appears in physical stores and to see what they can do to “tell our story”, she said.
“We didn’t exist outside of devices and now we have to think about how the brands appear in the stores [and think about] can you find the product and where do you place them in the store,” she explained.
Her comments come a month after Eileen Naughton, managing director of Google UK and Ireland, told the IAB Engage conference in London that she thought the UK is the “most advanced” market for its adoption of programmatic advertising.