JD 젤리비 편집국 · 2020.09.10 SHARE · COPY LINK

무슨 발표인가

• 뉴스 산업 지원 위해 마케팅 비용 1억 달러 이상 투자 약속
• 첫 번째로 뉴스 카테고리 마케팅 지출 목표 설정

원문 (영어)

As every marketing team knows, staying on top of the news is critical to developing campaigns that are thoughtful, relevant and helpful to people’s lives. Not only do we depend on news publishers to inform our marketing, but we also have a deep respect for the important work journalists do to keep everyone informed and safe.

But in the wake of the coronavirus, many publishers have been facing challenges funding the journalism we all rely on. While Google has long spent its marketing dollars with news organizations, a few months ago, we set out to think about how we could do even more to help the news industry through this challenging time.

Building on ongoing efforts across our company, we've made four commitments to better support high-quality journalism with our marketing. Here's more about the steps we’ve taken and what we've learned. 1. Invest more with news organizations News publishers provide an effective platform for advertisers to engage audiences.

We also think it’s important to support journalism financially with our marketing. For the first time, we’re holding ourselves to a marketing spend goal with the news category. Back in March, we committed to invest over $100 million with news organizations around the world by the end of the year.

We’re well on our way to hitting this goal. 2. Revisit brand safety settings Like many marketers, we added “coronavirus” to our negative keyword list when COVID-19 first hit as a brand safety precaution. These lists are intended to prevent ads from showing up next to unsuitable content.

As COVID-19 became a mainstream topic that dominated the news cycle, we realized that we were being too conservative in our approach.

원문: Alphabet Company Announcements — "How we’re supporting the news with our marketing" (2020-09-10) 공식 원문: https://blog.google/company-news/inside-google/company-announcements/how-were-supporting-the-news-with-our-marketing/