In mid-March, Google began a series of posts on The Official Google Blog about the future of display advertising.
In the first post, Susan Wojcicki, vice president of product management, introduces the series by describing Google’s belief “that display advertising, as a category, can grow dramatically,” a belief that has spurred a number of Google acquisitions, including YouTube, DoubleClick, and Teracent, as well as the development of new and enhanced advertising technologies.
Wojcicki attributes the renaissance in display advertising to the evolution of display ads “from a series of simple, static images to the incredible creative units that we see today,” units that include complex animations, stunning videos, interactive and social elements, and more.
Google’s display ad investment is supported by 4th quarter 2009 online advertising data from comScore that shows display ad spending growing at 4 times the rate of search spending.
comScore’s Gian Fulgoni speculates that perhaps “the search industry has begun to reach maturity, pricing has become an issue for advertisers, or they realize that clicks on ads don’t produce relevant metric….”
Now is the time, as Wojcicki points out, for agencies, advertisers, and publishers to take advantage of technology that makes it easy to run media across the web at scale, create engaging ad formats, measure the impact of ad campaigns, and deliver relevant ads to the right audiences in real-time.
Filed under: Agencies, Measurement and metrics, Publishers, Research and industry data
