Client: Google Publishers
Year: 2023
Video | B2B
As part of our ongoing relationship with Google’s advertiser and publisher marketing, this case study video explains how Google helps Future to lead the pack in the post-cookie advertising landscape - and leverage their first party data with Google Ad Manager.
In order to create warmth and capture attention, we interviewed the team from one of Future’s 250+ publications, Who What Wear, in an engaging street style-type shoot, as well as Future’s Chief Revenue Officer.
The upcoming deprecation of cookies is transforming how the online landscape works. Google wanted to demonstrate how publishers, including news or magazine associations, can instead leverage their first party data with Google Ad Manager and activate it on a global scale, in a privacy-first solution that works for advertisers and agencies.
The team were keen to showcase how Google Ad Manager gives publishers the opportunity to create better advertising performance, strengthen client relationships & become more competitive.
Digital advertising is a complex industry with a lot of jargon. We wanted to make the case study approachable and human, so we filmed with one of Future’s more recognisable brands, Who What Wear - a publication available for free to readers thanks to digital advertising.
We used the backdrop of Who What Wear’s street style content creation process and Future’s busy office to tell the story of how Future & Google are providing value for their audiences.
We interviewed two of Future’s employees to gather perspectives from different sides of the business. Hannah Almassi, Editor in Chief of Who What Wear UK (one of the publications owned by Future) gives some background on Future and its brands. Zack Sullivan, Chief Revenue Officer, told us how Google Ad Manager supports Future in selling their ad inventory with premium privacy features and a focus on using first party data.
