You need to advertise on Google search, and I'd pay more - global ad exec

UM's chief media officer said he would pay more for Google ads because they are mandatory for any of his clients' campaigns

5%.

Would you pay 5% more for highly effective ads on Google’s search engine? That was the question posed to a powerful global ad exec at the Google antitrust trial today.

The goal was to see just how tightly the search company controls global ad spend.

The question went to Joshua Lowcock, the Australian-born chief media officer at media agency Universal McCann, who works with Google on behalf of the agency’s global clients.

UM employs more than 4,800 employees in its more than 130 offices in more than 100 countries.

Lowcock said search ads were “mandatory” in any advertising campaign, and he would not advise clients to move ad spend to other digital channels even if the price increased by 5%, Big Tech on Trial reported.

He added that search ads were effective, though Google, Bing, YouTube, and Amazon all had individual strengths around raising product awareness, consideration, and purchase.

The Department of Justice’s question was seeking to tease out one of the tests for whether Google is…