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A BHR Interview with Nelson Boyce<\/a>, I co-lead the US Advertising Sales for the travel category. My partners include OTAs like Priceline, Metas like Tripadvisor, Suppliers like Marriott Bonvoy and cruise lines like NCL who look to reach consumers through various Google surfaces like Google.com and YouTube.<\/p>\n Teamwork, diversity, and responsibility are critical in driving innovation at Google. As our CEO Sundar says, “Innovation comes from a collaborative and diverse team. We succeed when our partners do, and we are grateful for the work we do together.”<\/p>\n This past year was a year of profound innovation<\/a> and product momentum for us as a company- and it took a lot of strong and responsible collaboration with our teams and partners to get there.<\/p>\n Google is heavily investing in AI and rapidly delivering advancements in marketing. On January 23, we announced a conversational chat experience<\/a> to help advertisers build Search campaigns. This can help smaller advertisers that may want more assistance. For example, as Search becomes more visual, we\u2019ve heard advertisers tell us that it can be challenging to create compelling images that drive performance. That\u2019s why we designed the conversational experience to suggest images tailored to a particular campaign using generative AI and images from a landing page. Marketers still have full control, approving images before they\u2019re used in a campaign. This capability will be added in the coming months.<\/p>\n Lufthansa is one of the world\u2019s largest airlines \u2014 and despite challenging economic conditions, they still set themselves ambitious growth targets. In order to reach those growth targets, they needed to find new customers with high lifetime value. They decided to use Performance Max, which uses Google AI to help marketers find more converting customers across all of Google’s channels including<\/span> YouTube, Display, Search, Discover, Gmail, and Maps.<\/span> The results were overwhelming. <\/span>Customer acquisition grew by 45% and bookings skyrocketed<\/span> by 59%. Cost per action also dropped by 27%.<\/span><\/b><\/p>\n One example is this year\u2019s Super Bowl spot<\/span><\/a> which highlights a Pixel camera accessibility feature called <\/span>Guided Frame<\/span><\/a> which helps blind and low-vision people take selfies. It was first launched on Pixel 7 and was developed with advice from a group of blind and low-vision Googlers. To bring the story to life, Google partnered with Adam Morse, an award-winning filmmaker who\u2019s also blind.<\/span><\/p>\n For more than two decades<\/span><\/a>, Google has worked with machine learning and AI to make our products more helpful. AI has helped our users in everyday ways from Smart Compose in Gmail to finding faster routes home in Maps. AI is also allowing us to contribute to major issues facing everyone, whether that means <\/span>advancing medicine<\/span><\/a> or finding more effective ways to <\/span>combat climate change<\/span><\/a>. As we continue to incorporate AI, and more recently, generative AI, into more Google experiences, we know it\u2019s imperative to be <\/span>bold and responsible together<\/span><\/a>. <\/span>AI will help brands, publishers, and agencies in this moment<\/span> by reimagining how marketing delivers measurement, media, and creative.<\/span><\/p>\n We are in an era of AI-powered growth, and marketers today will shape what the future becomes. Consumers want a new relationship with brands that respects their data and gives them relevant and personalized experiences. Business leaders want more from Marketing \u2013 demonstrable value as a powerful and reliable growth driver just as third-party cookies are going away. (IAB, ALM 2024 keynote<\/span>)<\/span>\u00a0<\/span><\/p>\n
\n<\/span><\/strong>Managing Director, Google<\/span><\/span><\/p>\n
\nNelson, can you tell us a bit about your role at Google and your connection to the business of hospitality<\/b><\/h2>\n
How does Google, one of the most innovative businesses on the planet, define “innovation?”<\/b><\/h2>\n
Do you believe Google’s clients deliver “innovative marketing” through your platforms? If so, why? If not, why not?<\/b><\/h2>\n
Are there any hospitality or travel products or services which appear to use Google’s platform in a more “innovative” manner?<\/b><\/h2>\n
Are there non-hospitality products or services which have demonstrated a more creative, unique or innovative marketing approach? How so?<\/b><\/b><\/h2>\n
Where does AI or virtual reality, augmented reality or other technology advancements fit into Google’s marketing platforms?<\/b><\/h2>\n
What do you see as the future of innovative digital marketing?<\/b><\/h2>\n
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