Google Maps testing targeted ads in Australia
Google Maps has started showing corporate logos on its Australian maps in an effort to generate a new stream of revenue.
The relatively centralised and English-speaking Australian market has become Google’s market of choice when testing many of its more innovative ideas. Now users who zoom in to shopping areas will now see logos for some of the country’s leading brands at store or branch locations, including National Australia Bank, J.B. Hi-Fi and Google-aligned real estate agent, L.J. Hooker.
Google Maps says that the logos will not be displayed indiscriminately but will be specifically targeted at users depending on what they had been searching for.
“We always have to think about the user experience first. The goal is to let them know that there is a business of interest there for them to use,” Google Maps Product Manager Matthew Leske said.
Mr Leske also said that the model will probably attract larger businesses which operate across a number of locations, although smaller easily-identifiable operators may strike a chord with users in regional areas.
"What we are looking for is interest from advertisers in Australia who have a strong brand,” he said. “Users can then look at that strong brand and think, 'that makes sense, I know what this logo is', rather than having a logo there that confuses them."
"So the businesses we'll be working with tend to have more locations, franchises and things like that, because it's easier to have substantial impact on the map that way, you impact more people. However, that's not to say a strong brand with a single location wouldn't be included."
Mr Leske said advertising revenue would be generated using a CPM model, based on the number of people who see the logo.
If the model proves successful, it will soon be rolled out globally.
You can read more on the Official Google Australia Blog.
