Digital Marketing - Google’s Investment In Display

It has been reported in various digital marketing publications that no matter what course online display media takes in 2012 and the coming years, Google will be in a good position. After conducting three years of extensive research in digital marketing, Google is now the owner of large portions of display media’s plumbing. It has already captured more than $2.5 billion in revenue from display ads, ensuring that CEO Eric Schmidt’s pledge to make display into Google’s next ‘billion dollar business’ is fulfilled.

According to various digital marketing groups, online ad spending is expected to increase significantly in 2012. In fact, eMarketer, a leading digital marketing research and analysis website, has predicted that display spending will increase from the $8.9 billion seen in 2010 to $15.9 billion in 2014. This amount, however, will still trail the overall spending on search. As the tide surges, it is obvious to most industry watchers that Google has rigged its ship to rise faster than its competitors.

Google has reconstructed the foundations of a massive section of online advertising. It is like the heart of digital marketing. It does not seem to matter how the Internet changes in the future; Google will always be touching it in some way. Some digital marketing products in Google’s product stack are:

• DoubleClick: Google’s two year-old ad exchange that dominates real-time bidding.

• Invite Media: a demand-side platform.

• Terracent: a creative optimisation platform.

• Display Ad Builder: a product which allows small digital marketing advertisers to launch display media campaigns in a few minutes.

In fact, a survey by comScore proved that the digital marketing ad network of Google far exceeds the reach of previous ad network behemoths like Yahoo and AOL. Google has a large number of engineers who are committed towards adding more value to display advertising. According to a senior executive at Google, the company is planning to increase their investment in this digital marketing area, and move display from the Bronze Age to a new golden era.

On the other hand, very few industry leaders have shown strong interest in investing in display. Even as Microsoft and Facebook may be putting in minor investments, they are both hampered by their inherent disadvantages. While Facebook is affected by its social media focus, Microsoft has been unable to obtain and integrate display technologies, as swiftly or efficiently as Google.

Qudos Digital is a leading digital marketing agency, and can be contacted on 0845 388 5583 or info@qudosdigital.co.uk.

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