Google's 12 words

By next year,  Google expects to have advertising revenue of $9.5 billion. That would place it fourth among American media companies in total ad sales after Viacom, the News Corporation and the Walt Disney Company, but ahead of giants including NBC Universal and Time Warner.

And what do they have to sell?

Word snippets approximately 12 words long.   Your entire brand proposition in 12 words

No big creative ideas, no room for copywriting prowess, no room for creating emotional connections.

Just 12 words and a link.

BUT in the right place, at the right time and in a way that is measurable.

Seems like those last 3 little items are worth $9b in ad spend.

Intertesting NYT article with more details in here Download google_the_power_of_12_words.pdf