On the Official Google blog, VP Neil Mohan summarizes the Google display strategy and announces the launch of a display display campaign. Mohan writes:
"Our single message about display advertising can be summed up in three words: 'WATCH THIS SPACE.' (see a sample of the creative) Starting today, we’re going to be talking about our vision for display advertising with a campaign called 'WATCH THIS SPACE.' As part of this, you might see ads across the web, in print and maybe even elsewhere."
Also in the post, Mohan gives a shoutout to Teracent dynamic display ad technology which he says is helping the DoubleClick platform and he provides a few stats on how search and display impressions are breaking out through Google:
"Did you know that, outside of ads alongside search results, more than 40 percent of the ads that we show are now non-text ads? And that doesn’t include the 45 billion ads that our DoubleClick advertising products serve every day across the web."
The NY Times Tanzina Vega says the campaign will be online and in print and "uses Google’s primary color scheme with blue, yellow, red and green advertising “spaces” and their related pixel sizes like 300 x 250 or 728 x 300 in the upper right hand corner of each box." Read the NYT piece.
This campaign would appear to be beneficial to all display players as it raises display's image. Part of the effectiveness will depend on how much Google will spend on the campaign, of course. In that display is clearly an important part of Google strategy, it would make sense to assume a relatively serious financial commitment in terms of marketing dollars will be invested.
Finally, note the use of "Open Ecosystem" in the messaging as transparency and openness remain an underlying Google theme addressing - in part - wary advertising partners as well as anti-trust regulators.
By John Ebbert