The new advertisement system "Google Here" using Google Maps has been disrupted

ByVince Smith

A new advertising platform that Google has kept secret developmentGoogle HereForbes' investigation has revealed that the plan of "was stopped in the beginning of 2015. Google Here is to use the company's popular application "Google map" to display advertisements on the terminal, and "BLE (power saving Bluetooth) using"Beacon"In order to send information to individual users.

Google Here: Google's secret plan to put ads inside Google Maps - Fortune
http://fortune.com/2015/08/31/google-here-google-maps/

Although Google is continuing to develop all kinds of advertising strategy, it is obvious that he had established an advertising strategy using one of the leading popular applications "Google Maps" which is now no exaggeration to say that it is installed on almost every smartphone It is becoming. In Google Here, Beacon is set up in a "partner company" shop that wishes to display advertisements, and information on appropriate contents is notified at an effective timing by discriminating the entry of individual users. He said that he was. It was also revealed that services were initially targeted at Android terminals and that iOS terminals were planned to be included in the targets later.

ByJonathan Nalder

The advantage of this system is that even if Google Maps is installedYou do not need any other appsWhere there is. When a general user with a smartphone approaches a store where Beacon is installed and receives a signal from Beacon, a notification from Google Here is displayed on the smartphone within 5 seconds, but the content to be notified is not only advertisements It seems that various information and service contents were supposed. When a user holding a membership card of a store enters a store, it is possible to display the image of the card on the screen so that it can be used immediately or at the train station it is possible to make the expected arrival time of the next train. When we parked the car in the parking lot, we settle the fee at the terminal, or at the timing when we entered the coffee shop, we announce "When you install the application of our shop, you can get discount coupons at this place!" It seems that the functions such as are realizable. The user experiences of "pseudo application" using HTML 5 technology were incorporated here.

It seems that Beacon and Google Maps are to be used to grasp the position of the user, and technology for displaying advertisement and information at an appropriate timing was adopted. The target number of users targeted was supposed to be over 350 million at the beginning of 2015 and it seems that it became a mechanism that it was able to reach effectively to an extremely wide audience.

A person familiar with the circumstances about Google's withdrawal from this plan said that "Google Here's features are too intrusive to users (aggressiveness is too high) and retailers, who are actual supposed users, It is a reason that it is not sure whether it is necessary or not. " Although it is a mechanism of Google Here that can provide "pseudo-app experience" to users without introducing a lot of human resources for stores, it is unclear how many partner companies actually show interest in this mechanism It is thought that barriers were not low with regard to actually introducing an aggressive advertisement system that may be repulsed by users as "annoying".

ByBark

In this way, although Google Here is the new ad platform Google itself decided to cancel, new advertising strategies based on user location information are being developed continuously. Google is using a new development project using Beacon "Eddystone"Apple's similar technology"IBeaconIt seems that there is no need to spare time to develop technology that competes with. We are working on initiating efforts to link "online advertising" and "offline shopping" by using advertisements based on location information, so it is likely that development in this field will continue in the future.