Google has unveiled plans to “close the loop” between TV and digital advertising. The company’s current Brand Lift service allowing businesses to judge how YouTube campaigns affect other metrics, is being expanded to measure how effective television advertising campaigns are. According to the search company, early results from the test show that YouTube and Google advertising generate significantly more searches per consumed advertisement, than the television average. Brad Bender, from Google display and video advertising, said of the increasing online conversion that consumers are currently “way out ahead of advertisers”. The data also showed that 30% of people visiting an app will then buy a related item within 24 hours, in-store. Due to this, Google has introduced location extensions, providing consumers with a local address for the advertised business. For example, Home Depot saw an 800% return on advertising spend following the implementation of the feature.