There’s a great chance that 2010 will be the year for display ad. They’re important every year, but Google has only been involved with that for a short while and it good be the year that Google’s display ad business tops $1 billion in sales, according to analysts’ projections.
Last summer, Google CEO Eric Schmidt made a comment saying that display ads would be Google’s next billion-dollar business. According to BusinessWeek, a Carclays Capital analyst stated that display ads is going to account for almost 4% of Google’s total sales in 2010. This is a 40% increase from their 2009 contribution.
This could be the year of the display ad. That’s not to say that display ads aren’t prevalent every year, but Google has only been involved with that for a little while, and if analysts’ projections are accurate, this will be the year that Google’s display ad business tops $1 billion in sales.
YouTube is currently the world’s most popular video site and between sales of video and banner ads, Google’s display revenue is expected to hit $700 million in revenue. With DoubleClick, Google can now handle the placement display of ads on Web sites. “Display is now a key business for us,” says Susan Wojcicki, Google’s vice-president of product management and one of the company’s earliest employees.
Back in November, Google announced its acquisition of Teracent, a provider of “intelligent dynamic display advertising”. It provides machine-learning algorithms, which can create customized display ads based on thousands of different creative elements.
“Teracent’s technology can pick and choose from literally thousands of creative elements of a display ad in real-time — tweaking images, products, messages or colors,” Google said. “These elements can be optimized depending on factors like geographic location, language, the content of the website, the time of day or the past performance of different ads.”
Before that, Google introduced a tool that can measure the impact of display ad campaigns across Google Content Network called Campaign Insights. Google says it can give reliable data about how a campaign raised brand awareness. Google has also added new templates for advertisers to use when constructing their creative.