Google integrates graphic and text ad sales
Posted by Manuela Barreto @ September 21st, 2009 in Display Advertising
Thanks to Google’s recent decision of combining sales of display ads and text ads, it’s becoming easier for marketers to plot out their online marketing strategies.
Google, the online search giant, is trying to boost the appeal of its graphic ads and is enabling advertisers to better reach internet users in specific geographic areas at specific times, as well as, offer a new interface that’s simple to use.
This new integration is only coming about a year and a half after Google’s $3 billion acquisition of DoubleClick, the auctions site which connects web page owners with advertisers. Even though Google attracts more than 70% of search ads in the U.S. market, it still lags behind Yahoo and others in direct revenue from pictorial ads.
On one hand, this new alternative offers Google the opportunity to up-sell and cross-sell to its advertisers, while advertisers have a much better chance to effectively target their audience and precisely craft their advertising message seamlessly across the web. For web users, ads will be more engaging and load much faster.
Google says that in addition, ad space on Google’s third-party AdSense publisher sites, representing over 76% of U.S. online audiences and 73% of global online audiences (according to ComScore), is being made available through the new exchange.
The new exchange is designed for both ad networks and agency networks, which already includes over 40 ad networks across North America and Europe. Also, AdWords advertisers will be able to run ads on sites in the Ad Exchange, using their existing AdWords interface.
Google’s three main objectives for this integration are:
1. To simplify the system for buying and selling display ads
2. To deliver better performance that advertisers can measure
3. To open up the eco system for all users, publishers and advertisers to participate
Watch this video for more information on Google’s Display Advertising Graph:
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Comments
Guillaume Wolf
September 22nd, 2009
It’s about time for Web medium to show interest in brand management advertising. These display ads should be the main way of monetizing websites.
How could Internet survive with only on-line advertiser. Just imagine if the only commercials on TV were commercials for shopping channels. That would be awkward…
I hope that this will help the web to develop properly.
Btw, these kind of solution for brand management advertiser already exist in France. For example Alenty can measure the duration of ads : check this out :
http://www.alenty.com/xwiki/bin/view/Advertising/Home