Predictions for the Future of Display Ads by google

1. Google announced two new kinds of video ads for YouTube and predicted that half of display ads would include cost-per-view videos that viewers choose to watch. On YouTube, people will be able to skip video ads they don’t like after five seconds (and the advertiser won’t pay for those views) or choose which of three ads to watch.

2. Half of the audience will be viewing ads in real-time, Google predicted. That means changing elements of ads on the fly based on things like location, the viewer’s interests and the weather. Google demonstrated technology from Teracent, an advertising company it acquired, that changes a car ad depending on whether the viewer is in a sunny or rainy place, is a woman or a man, and prefers shopping or sports. The technology would allow “millions of possible permutations,” Mr. Salzman said.

3. Google has been talking for a while about mobile being a priority and predicted that cellphone screens would be the No. 1 screen for viewing the Web by 2015. In display advertising, that means using phones to bridge the gap between a magazine ad and an online ad. An app called Google Goggles already lets people take photos of things like a landmark to search for them on Google. Eventually, people will be able to take a cellphone photo of a print automobile ad, for instance, and see the car in 3-D, zoom in and visit the company’s Web site.

4. There are metrics more important than clicks. “Whatever the marketing goal is, you should be able to measure it,” Mr. Salzman said. In addition to measuring engagement with rich media ads and video views, other examples of new forms of advertising measurement include “sentiment analysis” that examines “the tone of consumer comments about a brand” and geo-based metrics will allow marketers to measure the increase in foot traffic or to their stores.

5. Three quarters of all ads will be socially enabled. “All users will be able to share an ad, comment on an ad and give feedback on an ad,” said Mr. Mohan. Instead of advertisers talking to consumers directly, Mr. Mohan envisioned “a two-way communication channel between a brand and its consumers.”

6. Rich media ads will comprise 50 percent of all campaigns. According to Mr. Salzman, “Static banner ads will become a thing of the past.” To illustrate his point, Mr. Salzman showed the audience the live video stream of the presentation as it was streamed to ad units on the Advertising Age Web site. He described it as a “meta media phenomenon.”

7. Display advertising will grow to be a $50 billion market.

Source : On This nytimes Page