Image sourced from; http://boostlikes.com/blog/2012/10/google-beats-facebook-display-revenue
Nate Elliott, Forrester analyst, recently gave a presentation, at his firms Forrester Forum conference in London, which he titled ‘The Database of Infinity’. This presentation focused on the battle for brand advertising between Facebook and Google. In this presentation he made a prediction that Facebook would lose this battle as Google collect a broader range of data, which is collated from a number of sources.
According to Elliot, three things are essential in successfully marketing with affinity data. These three recommendations are;
§ Being able to give the data meaning by analysing it properly and professionally.
§ Collating sets of data from a number of sources over the social world.
§ Supplying effective and unique advertising formats that will create a positive impact for the brand.
“Elliot said: “For 15 years, The [Google] page rank algorithm has sifted through billions of data points to figure out exactly what information people might want to see at any given moment in time – and they’re good at this.” http://www.mediaweek.co.uk/news/1184671/Google-will-beat-Facebook-battle-brand-advertising/
“The situation appears to indicate that Facebook has a strict policy regarding Google: Even though Google (via clients using DoubleClick) is one of the largest distributors of ads on the web, those advertisers won’t be allowed inside Facebook unless they use a non-Google company to do their buying.” http://www.chron.com/technology/businessinsider/article/Google-s-Ad-Chief-Referred-Questions-To-Facebook-4579208.php
“Forrester principle analyst Nate Elliot told the analyst firm’s Forrester Forum conference in London on Wednesday, that Google has built its search empire on the ‘database of intent’. This is the mass of data created by search queries-there are more than 100 billion individual searches a month on Google alone- that allows advertisers to server highly relevant ads, based on what consumer actually buy. The next stage, according to Elliot, is the database of affinity- compiling data on what people like rather than what they are looking for then and there-which will be used to create similarly well-targeted ads based on what people like, sucking in brand ad spending in the process.” http://www.themediabriefing.com/article/the-database-of-affinity-can-publishers-avoid-the
An argument could be made that Facebook also collates a large mass of data, therefor holds a fair chance when competing with Google. However, Facebook generate the majority of their data from their own network, which can narrow the information that is gathered. Google, on the other hand, collate their information from a broader range of sources, giving them a better variety of data.
Elliot is also in favour of Google succeeding as they have more experience in handling and managing this data, making analysing and using the data much easier and more useful for them. Google also has the advantage of Google+ and Google Ad to boost their sources that collate this data.
‘“They will realise the marketing value of social isn’t trying to market to people on social sites, it’s using data to improve marketing everywhere else,” he says’ http://www.themediabriefing.com/article/the-database-of-affinity-can-publishers-avoid-the
When choosing a supplier for your advertising, your first step is to decide whether you want to approach the consumer from a social and more personal angle, in a relaxed surrounding such as Facebook, or if you want to approach from a more precise angle and targeted audience in a professional surrounding such as Google.
Let the war of Advertising between these super giants begin!