Image via WikipediaGoogle announced their Ad Planner tool today which was an anticipated move and one that many people are looking to checkout soon. It looks to have some very interesting features that I know many traditional and interactive media planners would like to get their hands on. Like many other next generation media products, I have a feeling that this one will take awhile to catch on. Much like Google Analytics, companies will have a hard time believing that a service that is free can actually work as well as a very expensive paid product (this is the case with Google Analytics anyways)
In their own words Ad Planner is …
a research and media planning tool that connects advertisers and publishers. When using Google Ad Planner, simply enter demographics and sites associated with your target audience, and the tool will return information about sites (both on and off the Google content network) that your audience is likely to visit. You can drill down further to get more detail like demographics and related searches for a particular site, or you can get aggregate statistics for the sites you’ve added to your media plan.
This service seems to go right up against many others that exist right now, but being free provides a major advantage to media planners. I applied to the Ad Planner service today and hopefully will be able to do a deep dive soon.
As a media planner in a former life I can tell you that a condensed consolidated ad planning tool for websites is something that no one has been able to deliver – yet. The halo effect that happens with Google products is seeming to permeate to Ad Planner as the reviews and opinions continue to roll in.