Posts tagged display advertising
The past (and future) of display advertising according to Google
Mar 19th
This week marks two years since Google completed its acquisition of DoubleClick. What’s its vision for online display advertising going forward?
Susan Wojcicki, Vice President of Product Management at Google, explains on Google’s blog that the first online display advertisement — a simple, clickable image — appeared online over 16 years ago.
Nowadays, internet users are likely to see display ads — image, text, video and rich-media formats — on most of the websites they visit.
“These ads are crucial to the internet,” explains Wojcicki. “They provide information about thousands of products, services and businesses. They help to fund the web content and services that we all use. And they enable large and small advertisers to reach new customers, increase sales and grow their businesses.”
Most of all, they make up the most lucrative advertising business thee world has ever seen. It was display ads, after all, that signaled the beginning of the digital marketing era.
Forget SEO and PPC, display advertising is hot for 2010
Dec 15th
Google has made a number of acquisitions in the past month which it will next year be using to its full advantage as new players enter the search marketing war.
Online display advertising, viewed by many marketers as inefficient and time-consuming, has been a bit of a hard sell in recent years, but next year, Google is aiming to change all that.
Hundreds of thousands of advertisers use search advertising — short, highly relevant text ads alongside search results on Google and other search engines — to grow their businesses. Thanks to a decade of innovation, search advertising is an open platform that allows businesses to easily connect with customers.
But now, Google is expecting the “if you build it, they will come” model to pay off.
Display advertising, such as videos, images and interactive ads, connect users with products, services and ideas that interest them. For advertisers, display ads are vital in boosting awareness and sales. For websites and online publishers, they help fund investments in online content and the web services that we all use.
But with a multitude of display ad formats, and thousands of websites, it often takes thousands of hours for advertisers to plan and manage their display ad campaigns. With this complexity, lots of advertisers today just don’t bother, or don’t invest as much as they would like, which is why, for 2010, Google has made it a whole lot easier.
The search engine giant rolled out a new version of its DoubleClick ad exchange in September to open display ad buying to more marketers believing that if it could make it as easy as possible for people to buy display ads, the network can grow.
Display advertising is an important part of any digital marketing programme.
Marketers spent $7.7 billion (£4.7bn) on display ads in the US alone last year. Even though spending will be up 5% this year, according to marketing research company eMarketer, it’s still tiny compared to the search advertising market.
So far though, Google is only just get started when it comes to web display ads.
Improved display technology will make ads more appealing to web users and, therefore, more effective for more marketers. Google knows that advertisers, big and small, are looking for measurable results - and consumer data that will help them target potential customers.
And don’t forget about Google’s purchase of AdMob in November – the mobile ad service will let Google draw analysis from consumers’ phones, as well as their computers, and enable the company to provide insight on which display ads are most effective and which delivery formats perform best.
The AdMob buy and an October launch of Campaign Insights, a data compiling tool that helps marketers track how often consumers are searching for terms and which ads they click, is part of a broader strategy at Google.
It believes that by growing the display advertising pie, everyone will greatly enhance the web experience for advertisers, publishers, and ultimately users. But will display ever take over search…or social media?
Display advertising makes a comeback with new Google backing
Nov 24th
Google is investing in new technology that will tailor make display ads for individual users
Google’s rivals have struggled to compete against the search king when it comes to the search advertising marketing.
The giant has relentlessly implemented new technologies to ensure the effectiveness of its search advertising over the years to ensure its position as market leader – and it still commands a massive 65% share.
It has added weight to this with a stream of improvements each quarter designed to boost the monetisation of search results, increasing the click-through rate and ROI for advertisers, as well as Google’s own profits.
It is now on the war path of display advertising, as today’s news that it has bought Teracent, a private company whose technology is used to customise and target display ads, suggests.
Google’s acquisition is a warning to search rival Yahoo that the pace of innovation in the digital advertising market is picking up – post GFC.
Internet advertising is now worth £1.75 billion a year in the UK, which display advertising accounting for 18.1% (or £316.5m).
Most ad targeting on the internet tries to select the best advert to send to a particular user after making an estimate of things like his or her tastes, age and location. Teracent aims to go one better and has developed technology that designs what it thinks will be the best version of an ad to send to each individual user.
Advertisers who use the service basically hand over a collection of advertising elements to Teracent, which then combines and recombines them to reach what it believes will be the optimum result.
Its algorithms rely on machine learning: the more versions of an advert that are shown, the better it understands which will work best in each set of circumstances.
Targeted advertising is again rearing its head. It’s been touted by marketers as the next generation in marketing for years. The mobile advertising platform has given the idea further weight, but as far as we can see, no one has quite mastered individually ‘targeted’ advertising yet.
Will this new Google acquisition be the beginning of a beautiful relationship between consumers and ads?
It certainly sounds like it could change the way we see display advertising, but response rates are low (0.25% ) and that most consumers simply ignore display ads or are immune to them.
Could display advertising make a comeback if it has the backing of such a giant as Google?
We’d love to know what you think…
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