Players from Google’s display advertising team presented seven predictions on the outlook of display advertising for 2015, as part of Google’s “Watch This Space” campaign.
They were:
1. Video: 50% of display ads will include cost-per-view video. The prediction comes with the launch of two new video ad formats on Google’s YouTube: an “in-slate format” that allows users to choose video ads to view, and an “in-stream format” that auto-selects video ads and allows users to click out of the ad after a few seconds.
2. Real-time: 50% of ad buying will happen in real time. Instead of a passive price ceiling or automated bid price, Google sees a trend towards ad buyers bidding on display advertising on the fly.
3. Mobile: The most popular screen will be on-the-go. Google is banking on “media bridging” off-line and online advertising with tools like Google Goggles.
4. Click: Five metrics will be more important than the click. Video views, engagement, and interaction rates are among the metrics Google thinks may kill the click — or at least move it down on the list of metrics that are most important to marketers.
5. Social: 75% of ads will be socially enabled. “Social is just going to become an integral part of all display ads,” says Google team members.
6. Rich Media: 50% of brand campaigns will feature rich media, such as ads that change dynamically based on variables like a viewer’s zip code — and the local weather.
7. $50 Billion: Display advertising will be a $50 billion industry. And they’ll be right there.
More at Huffington Post.
