Client objective: When groundbreaking Google Inc. wanted to impress advertisers with thought leadership, they turned to Ad Age.

Solution: Custom research is not new to Ad Age, having done it many times for clients such as Neustar, a real-time information and analytics firm servicing several industries, and Wildfire, a division of Google and one of the world’s largest social media marketing software providers.

For Google, the aim was to engage advertisers in how to craft effective online engagement strategies. Custom research by Ad Age provided key findings and highlighted best practices among well-known brands. The resulting white paper, Brand Engagement in the Participation Age, coined a new Generation C – the always-online, device-carrying active participants whose lifestyle indelibly integrates digital and delivered the psychographics and insights on how to truly engage this lucrative and influential consumer.

Results: Google has had 1,632 downloads between its launch on February 26, 2014 and October 6, 2014.