Google cites display revolution – 40pc of ads now non-text

10 Sep 2010

Online search and advertising giant Google has revealed that its display advertising strategy is paying dividends and said that now some 40pc of all ads on its network are non-text based.

“And that doesn’t include the 45 billion ads that our DoubleClick advertising products serve every day across the web,” said Neal Mohan, vice-president of Product Management, in the company’s official blog.

The company has embarked on a “WATCH THIS SPACE” campaign aimed at demonstrating its vision of how it believes digital advertising can transcend web, outdoor and even print.

“Display advertising has come a long way from the ugly banner ads and pop-ups of the mid-1990s, but there’s still huge improvements to come,” Mohan said.

Mohan said that Google’s efforts are focused on three core areas: simplifying display advertising, delivering better performance for online ads and opening out the display ecosystem.

“Many advertisers still don’t bother with display advertising because buying ads across millions of sites in various formats causes too many headaches,” he said.

“We’ve been working to simplify the process for advertisers and agencies so they can buy with ease. For example, our DoubleClick platform manages the complexity of planning, scheduling, measuring and optimising ad campaigns across the web.

“And Teracent’s technology can automatically tailor and select the creative elements in an ad, and adjust them based on location, language, weather and even the past performance of ads, to show the optimal ad,” Mohan said.

Benefits of display advertising

Display advertising, he said, enables creative branding campaigns, precise targeting, wide reach and effective measurement.

“Over recent years, we’ve added a ton of new features to YouTube and the Google Display Network, to help advertisers get — and measure — the results they’re after.

“From remarketing to Campaign Insights to video targeting on YouTube, we’re building tools that are helping advertisers get great results and enabling them to run some of the most amazing ad campaigns the world has ever seen.”

Mohan said that like search advertising, display advertising should be accessible and effective for every advertiser and publisher, from the smallest corner store to the biggest global brand.

“Display advertising will grow if it is more open and inclusive. Products like the DoubleClick Ad Exchange, which enable publishers and agencies to buy and sell ad space in an open, competitive, real-time environment, are making it happen.

“Every day, there are more ad calls on the DoubleClick Ad Exchange than there are trades on all the world’s stock exchanges combined.”

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years