In 2010 Google labelled the future of advertising at the Interactive Advertising Bureau’s MIXX Conference in New York as
“Display 2015: Smart and Sexy”
Google’s message? with a huge jump in smart-phone sales, mobile is going to be the number one screen through which users engage with advertisers’ digital brands.
“Today, the “click” is the most important way that advertisers measure their display ad campaigns, but it’s not always the best measure—especially if an ad campaign is designed to boost things like brand awareness or recall,” said Neal Mohan, Vice President of Product Management at Google.
“Just like most news articles on the web today can be commented on, shared, discussed, subscribed to and recommended, in 2015, 75pc of ads on the web will be “social” in nature—across dozens of formats, sites and social communities.
“Rich media formats work. They enable great creativity and interaction between users and advertisers, but today they only represent about 6pc of total display ad impressions. That will increase to 50pc, for brand-building ad campaigns.
“All the investments that are making display advertising smarter and sexier will help publishers increase their revenues. Display advertising is going to grow to a $50 billion industry in five years.”
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