The future of ads: Why Peddler was selected to be part of the Google Marketing Innovation Program.

Peddler.com was challenged by Google MIP to present its vision of the future of ads. This is a pilot, created by Google to identify potential channel partners and ran by brilliant people like Filip Nowicki.

From early this year, the Peddler team has put time and effort into translating the whole customer journey into a concept for its own platform. The result is on Beta and will be launched to the public at the beginning of December.

 The (long) journey that customers take before making a purchase is relatable to most of us: 

Sam needs to buy a new car seat for her baby. She searches “best baby car seats” but before converting on any of the results popping up on Google, she will look at Youtube reviews, what mums and dads have to say about baby car seats on Instagram, forums, blogs, Facebook groups, and finally price comparisons. “Is it safe, have you tried it?” Sam trusts people like herself, not what brands or even endorsed celebrities have to say about it. 

Branded ads will only matter when Sam had already made up her mind.  So how can brands delivery the message to an audience suffering from ad blindness and increasingly suspicious about marketing strategies?

Brand managers need to identify whoever in the audience is been heard and amplify their voice. Sam trusted the advice of this mom from Norwich, who is been using this brand of car seats for her three now toddlers. How can brands possibly spot these opportunities? 

Peddler wants to crowdsource the best product-related content in its Social Marketplace and provide the opportunity for brands to transform the upvoted pieces into Display, Youtube and Shopping ads that will then be distributed on Google network. 

Brands get authentic, trusted advertising pieces, content creators are compensated for granting the right to use it, and Sam is served by ads that bring the information she, in fact, needs before buying her car seat. As researches in UGC content shows, she will be more inclined to click on an ad piece that showcases real people. 

Will Google help Peddler to offer this solution to brand retailers out there? We certainly had a great kickstart in the last couple of weeks and are looking forward to the next steps in this exciting path to transform ads as we know.