As if to further illustrate that web strategy is increasingly content-centric, Google released video paid search ads today (via TechCrunch).
We often talk at iC about crafting data-driven content strategy that is designed to fuel bought, earned and owned media performance. This new beta test by Google with Media Ads now puts the importance of holistic, multi-channel content strategy right smack in the middle of the low-funnel, hyper-measureable direct marketing heaven that is Google Paid Search.
Certainly the direct marketing approach for keyword search ads is going to be differentiated, but coordinated with, the approach for leveraging these Media Ads.
Given that these video search ads are not driven by keywords, and that its content views, (an interstitial brand experience between direct click-through and conversion) that are a key metric here, it re-positions how marketers might think about the role of search within the marketing mix.
Additionally, success with Google Media Ads will require that you have a well-planned and connected bought, earned and owned media strategy centered on content publishing (video, of course), active audience management and unified multi-channel reporting capabilities. Let the beta testing begin!