Google Learns a Valuable Lesson In Time Case Study September 30th, 2012 Challenge: Is knowing how well one ad does within a campaign enough? Google launched their new Nexus7 tablet with a heartwarming 60 second storytelling ad featuring a father and son “Camping” . A 30 second ad was also released. Both ads soared to the top of the mobile device category, topping iPhone, iPad and Kindle ads.Google soon released several 15 second cuts of the ad. Ace Metrix immediately identified several flaws in the shorter formats. While two of the three earned upper middle quintile scores, there were significant drops in key components. The 15 second ads elicited many more negative verbatims, including negative correlations to the “tablet” product itself.“All I wanted to say during the whole commercial wa

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