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For some time, Google has been insisting that the display ad market would be significantly larger than it is today-if only the system for buying ads was slimmer, more accurate performance measurement and ad formats for more customized marketing needs.Now Google has intensified the focus on the display, advertising of this format to Times Square and other media in a campaign called "Watch This Space".(via the New York Times).
As part of its case to potential advertisers, Google is pointing to more creatives, formats like mobile ads, expandable ads, mini-Web sites with slide shows and interactive features.
Statistical support
Google has some statistics on his side. Earlier this year, comScore reported a strong resurgence in the display ad market, with the number of impressions up 15% vs. a year ago and average CPM also continues to grow. "One of the drivers more than strength in this market was innovation occurring with respect to the ad units, creative ad formats as the largest and most appealing they are used, "said Jeff Hackett, comScore senior vice president when announces launch of new report Ad Metrix Creative summary of the company in June.
There is, moreover, Borrell Associates, which recently reported that online ad spending will grow by nearly 14%, from 45.6 billion by 2010, 51.9 billion in 2011 and guide this growth will be the display format. Display should grow by almost 60% in 2011, reaching $ 10.9 billion for national and local combined. (via MarketingCharts).
Other formats
The question is, advertisers renewed interest in display technology will be diverted in announcement equally intriguing locally and behavioral ad formats. Borrell statistics suggest that this may be the case. While national advertisers will increase their use of the display targeted by almost 50%, local advertisers will outperform this too.Use of local display targeted by advertisers for markets where their ads will more than double, reaching more than 2.3 billion next year.In reality, search ads also may be declining in part because of these new formats. "Paid search is kind of old news, "said Gordon Borrell, CEO of Borrell Associates."You're seeing a bit of an oscillation of the pendulum, where everyone rushes to the new thing. "(via the investor's Business daily).
"What we're seeing is that the variance rate is really high," he said."About 60% of advertisers (research) will leave the format. Some return, but never do a lot."Some of the glimmer went out of search advertising ".
Beyond the news of new formats, advertisers are also realizing that immature display ads are not effective in selling products or increase brand awareness as targeted ads, according to Borrell.
More innovation
Not that this has been lost to suppliers of display ad. Many over at Google are innovating the category to meet these needs. In August, for example, Dapper introduced DisplayDR Dapper, a platform that allows advertisers and agencies create and target dynamic ads that match the viewer's intent and product offerings available on the advertiser's website. is powered by IntentMatch of Dapper, technology that automatically extracts products, offers and relevant content from the websites of advertisers.
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