The thin end of the wedge? Is Google’s latest assault on tobacco and alcohol advertising a trial or opportunity for travel retail?
Internet behemoth Google recently announced it will ”simplify and streamline” policies for its publishers. It includes restriction of advertising opportunities for tobacco and alcohol products and represents a continued assault on these embattled sectors. But, with the potential for further restraints, can travel retail find a creative solution?
Google advertising is big business. The internet giant dominates the online advertising market in much of the Western world and is a key gateway into making the most of the increasingly vital digital market.
As travel retail moves faster and faster into the digital realm, the support and optimisation of platforms like Google and its sprawling online network are increasingly important. Research from global marketing company Ipsos showed that incremental store visits rose 80% when coupled with an omni-channel approach incorporating the digital world.
The numbers behind Google Ads, which allows advertisers to promote goods, services and content within the Google network, are simple. Google holds a 36.8% share of the digital ad spend in the US alone and users see on average a $2 return in revenue for every $1 invested in adverts. On top of that, the average click-through rate across all industries is 3.17% on Google’s search network – compared to an average of 2% in the wider market.
All this makes Google’s latest announcements about its advertising platform all the more frustrating for travel retail. In a message to Google ad publishers last month, Google declared it will ”simplify” its policies and clarify the content which won’t be monetised at all, and those which will receive restricted sources of advertising.
In the latter case – which defines content where Google Ads will not appear and whose content will receive reduced or no advertising – are those featuring tobacco or alcohol.