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Case Title:

Google's Ad Planner: An Effective Tool for Media Planners?

Publication Year : 2010

Authors: V Jaish and A Syed

Industry: Internet and e-commerce


Case Code: IPD0115IRC

Teaching Note: Not Available

Structured Assignment: Not Available

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Google, the ambitious search portal giant, has embarked on a new initiative - on-line media planning industry through its new tool - 'Ad Planner'. This is a free on-line service which lets media planners plug into the demographic and psychographic profile of the target audience and helps in making better advertising decisions for the company for placing their advertisements. Google's direct competitors would be established players like Nielsen, comScore etc which charge fees for its access. Google has the resources, the will, and potentially the richest trove of data to offer advertisers and agencies. Its success can prove to be another relentless step closer to reshaping the advertisement industry. The case focuses on whether the Ad Planner would be a prime vehicle for Google to move beyond search advertising and whether it would prove to be another effective tool for media planners.

Pedagogical Objectives:

  • To examine the changing landscape of advertising and the media industry and the role of media planning.
  • To analyse Google's new tool Ad Planner and its impact on the media planning industry as well as its competitors
  • To analyse whether Ad Planner can prove to be an effective tool for media planners.

Keywords :  Google, On-line industry, Ad planner, Giant search engine, Media planner, Advertising industry, comScore, Nielson on-line, Ad word, Internet, Unique visitors, Google analytics, Metrics player, Media industry

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