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Google created a fake pizza brand to test out creative strategies for YouTube ads

Google’s Unskippable Labs team has been testing ad effectiveness in a compelling new way: It created a fake pizza brand called Doctor Fork, used stock footage to create 33 ads and then served them up on YouTube and reached 20 million impressions. Ben Jones, creative director at Unskippable Labs, explained that there are certain axioms among advertisers that are never really put to the test. For example: “You can’t show somebody chewing food and looking at the camera.” If everyone sees this as an obvious “third rail,” then no one puts it in their ads, so there’s no testing to see if chewing and looking at the camera is really a problem. By creating a fake pizza brand, Jones said his team suddenly had “a very different kind of freedom to be wrong.” “Maybe I can’t look directly at the camera, but Doctor Fork can do whatever he wants,” Jones said. “Let’s use the freedom of the unbranded ad to be wrong, to push in directions and ask questions that a brand will not, because a brand has a complex brief and very focused set of objectives.” Plus, YouTube provided Jones and his team with an enormous number of real eyeballs to test out their ideas, rather than limiting them to a small focus group. This initial experiment was developed in partnership with Nestle and  Ryan Elder , an associate professor of marketing at Brigham Young University. The Doctor Fork ads were created to answer questions in two broad categories: the effect of sensory cues on ad effectiveness (an area where Dr. Elder has done research) and man versus food , i.e. how much human presence there should be in food ads. As for what they learned, here’s how Google summarized the findings: 1. Immersive, multi-sensory experiences drive better recall than single sensory experiences. Implications: Food ads should stimulate the full range of senses and use the full potential of audio, visual and text cues to do so. 2

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Hitman 2 Brings Remastered Locations From Prequel – Ubergizmo

Ubergizmo Hitman 2 Brings Remastered Locations From Prequel Ubergizmo The successor to the popular Hitman reboot will be out in a couple of months. The title was first released in 2016 with multiple environments and locations. Fans have been wondering if it would be possible to play some of those locations against in ... and more »

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Google One’s Availability Now Open To More Users – Ubergizmo

Ubergizmo Google One's Availability Now Open To More Users Ubergizmo Google Drive is Google's answer to cloud storage. Google bundles free storage to users, but there are also paid tiers should users desire more space. However this can admittedly be slightly confusing, which is why earlier this year Google announced ... and more »

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9to5Toys Last Call: Anker 1-Day Accessory Sale from $8, Nest Indoor Cam $149, Bose QC 35 II Headphones $299, more – 9to5Google

9to5Google 9to5Toys Last Call: Anker 1-Day Accessory Sale from $8, Nest Indoor Cam $149, Bose QC 35 II Headphones $299, more 9to5Google Keep up with the best gear and deals on the web by signing up for the 9to5Toys Newsletter. Also, be sure to check us out on: Twitter, RSS Feed, Facebook, Google+ and Safari push notifications. and more »

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