Reach, Relevance and Trust: The 'Big Three' in Display Advertising

Wednesday, September 25, 2013

Google Display Network offers a powerful blend of advanced targeting, innovative formats and best-in-class optimization tools that work across screens to help you reach and engage with your perfect audience. Today we’d like to take a closer look at our our reach and our partner sites that help you scale your message to precisely the right people – wherever they are.

According to comScore, 210 million unique visitors see ads served by the Google Display Network each month in the US alone. That’s as many viewers as all of the Emmy-nominated dramas put together! It's hard to visualize the full Google Display ecosystem in terms of numbers alone, so we've created an infographic to show some of our great partner sites and the metrics (like the 1 trillion monthly impressions) they generate:
Even given those big numbers, though, marketers know that sheer volume isn't where successful ads start. The real magic lies in the connection one ad makes with one consumer at a moment that counts. That's why the place where the brand meets the consumer is so important. When a publisher has a close relationship with users, it's like the ad is being introduced by a trusted friend.

Today we'd like you to meet three publishers in the Google Display Network who help make those introductions happen: Men's Health, Apartment Therapy and Serious Eats. Their stories embody what we think is special about GDN: the way it balances those big reach numbers with relevance and trust.


"One of the biggest advantages of working with Google is obviously the reach, and most importantly for us, the trusted reach, that Google brings to the table."
- Ronan Gardiner
Publisher, Men's Health
In Men's Health, a story about diet and nutrition might be matched with an ad for a healthy oat cereal or a video of a celebrity chef offering low-cal recipes. That kind of match is made millions of times a month. These days those connections happen more and more on mobile screens. Men’s Health now has more than 125,000 subscribers on tablets, enabling them to bring, as Ronan explains, “a totally cross-platform, synergistic opportunity to advertisers to speak to our guys whenever and wherever they’re engaging with our content.”  But on a personal device like a smartphone, the trusted reach that Ronan Gardiner talks about is all the more important.


"Our audience is 60% women, 40% men, between the ages of 25 and 45. If advertisers know who they want to reach, we’re perfect for them.”
- Maxwell Ryan
CEO & Founder, Apartment Therapy
Apartment Therapy is "saving the world, one room at a time." Here you might see ads for handcrafted wood furniture matched to a photo essay titled "Organic Modern Dining Rooms." Maxwell Ryan, the founder and CEO of this ├╝ber-cool home design collective, attributes his site's success to its ability to make an emotional connection with his readers: "We're addressing a very personal space for people in a very focused way."  A personal connection with a very focused group: that's the kind of relevance that marketers really aim for.


"Our audience is very passionate about food and they've come to trust us. So advertisers who advertise on SeriousEats develop that same credibility with our audience and their product."
- Ed Levine
Founder Ed Levine says that "every post is the start of a conversation," and we believe you should be able to say the same for every ad. The Google Display Network portfolio includes 65% of comScore’s top 100 sites, so you can feel sure that your brand conversation will be happening on a site that has earned viewers' trust.

That's our goal, after all: to make sure that your great ads get matched to the right audience on great sites like these. The Google Display Network makes those introductions, one match at a time, millions of times each day. We'll keep working hard to make sure the GDN continues to grow with full measures of reach, relevance and trust. To become part of the Google Display Network with your site, sign up today!

Posted by Brad Bender, Director Product Management

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