Media Lab uses data-driven creative to spark fresh interest in Chromecast

The Chromecast marketing team needed to raise awareness for a breakout product and the benefits of its innovative “casting” feature. They turned to Media Lab, Google’s in-house media team, and programmatic technology to plan and execute media for their unique streaming device.

Using public data from Google Trends, Media Lab uncovered what their audience wanted to see most, which allowed the team to craft compelling creative. 

They leveraged the DoubleClick suite of programmatic, creative and analytics solutions to put story-driven ads in front of potential Chromecast adopters. With precise segmentation, they could target the right people at the right time for generating conversation. 

The campaign paid off for Chromecast. Go inside Google Marketing to read the full results, and learn how Media Lab innovated with DoubleClick technology.