Google Inc (GOOG) continues to gain market share as the company surpasses its competitors by providing advertisers with a more solid understanding of the return on investments of their advertising dollars, says Brian Pitz, Managing Director and Senior Research Analyst at Jefferies & Company, Inc.
“The data is overwhelming in terms of the share [Google] continues to gain. But the view is, these guys are really well-positioned to evolve their products, whether it’s search, video, display or mobile. We think it is the best-of-breed offering that provides advertisers with a solid understanding of their ROIs, return on investments, on advertising spending,” Pitz said.
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Pitz discusses the difficulty of understanding metrics on mobile and display, highlighting certain display ad formats that may influence consumer behaviors down the road, yet GOOG is the frontrunner on the measurement side in providing advertisers with more information.
“How do you attribute sales for an ad format which might influence to make a purchase several weeks down the road versus an ad format which receives last click attribution? The fact is, some display ad formats may actually have much more influence on consumer behaviors that is not really being captured or understood, so when you calculate the ROI, it is very complicated to determine the true ROI,” Pitz said. “We think Google is doing a better job than anyone else on the measurement side and believe that it is easier for advertisers to spend more money there.”