Google's top predictions for display ads by 2015

by Deborah Corn
Interactive, Marketing, Tips, Tools, Trends

Image representing Google as depicted in Crunc... — Image via CrunchBase

Google’s top predictions for display ads by 2015

Speaking as part of Advertising Week in Toronto, Google’s managing director, media and platforms, Americas Barry Salzman spelled out seven “bold” predictions for display ads which the company believes will come true by 2015.

#1: 50% of display ads will include cost per view video:

-With 35 hours of video uploaded to YouTube every minute, video is an undeniable part of the consumer experience online, says Salzman. Advertisers need to be in this space, says Google and should only pay for video that is being watched.

#2: 50% of audience will be buying in real time:

-Salzman says Google did more transactions in its DoubleClick ad exchange last year than all of the stock markets in the world combined and believes that trend is not slowing down.

#3: Mobile will be the #1 screen:

-Mobile users will overtake fixed computer users by 2014, said Salzman. “By 2015 consumers first experience with every brand will be on a mobile device.”

-Google showed off its Google Goggles application, available for android and iPhone which translates photos into text and displays the results in search, eliminating the need for typing.

#4: Five metrics will be more important and widely used than clicks:

-Salzman would not get into the five metrics Google meant in this prediction but did say that in research the last form of measurement that marketers want is clicks. Coincidentally, he says it is the first one given to them.

#5: 75% of ads will be socially enabled:

-Social marketing is enabling the two-way conversation that the internet always promised between brands and consumers, says Salzman.

continues at: Google’s top predictions for display ads by 2015 – Masthead Online News.