Google content advertisers can now run what is called a network blast or surge campaign. It involves serving display ads from one advertiser on most of Google’s content network pages during a specific block of time, to users in a specific geographic area or age range. Basically they Nagasaki users with a display banner to get the most bang and awareness possible.
How big is a google network blast? On average, blasts can deliver 100 million ad impressions in 24-48 hours.
Michael Bloomberg ran a blast right before election night in NY to remind users to get out and vote. I wonder how they augmented it with search, social, email and traditional advertising?
The Google Adwords Agency blog indicate that blasts require no advance booking and deliver relevant ads at a much lower CPM than portal takeovers. I personally haven’t tried this, but would love the budget to get at it once or twice.
{ 1 comment }
