Google VP of Display Advertising: Display Can Be $200 Billion Business

At the paidContent Advertising Conference, a live-streamed Q&A with 200 leading publishers and media companies, Neal Mohan, Google's VP of Display Advertising said that the future of display advertising is both smart and sexy, and publishers who produce the quality content that powers this ecosystem contribute to this bright outlook.Mohan thinks display advertising can be […]

At the paidContent Advertising Conference, a live-streamed Q&A with 200 leading publishers and media companies, Neal Mohan, Google's VP of Display Advertising said that the future of display advertising is both smart and sexy, and publishers who produce the quality content that powers this ecosystem contribute to this bright outlook.

Mohan thinks display advertising can be a $200 billion business and that Google is uniquely positioned to help make it so.

During an on-stage interview with paidContent Editor Staci D. Kramer, Mohan explained his rationale for that $200 billion estimate, announced DoubleClick's entry into the fastest-growing categories--mobile and video, and much more.

Some quotes from the conversations:
  • "Friction leads to waste. As we all have experienced, selling ad space is a complex business. A significant portion of every advertiser dollar is eaten up in transaction costs that add very little value. So it was great to hear more and more examples of where publishers are leading the charge in connecting with new buyers, finding inefficiencies and increased CPMs through real-time display buying and Direct Deals on the Ad Exchange.
  • Beyond the banner. Display is not just graphical - successful publishers are using video and mobile not just as added inventory, but by offering truly integrated campaigns that reach audiences across all screens. Publishers continue to be optimistic about direct sales, predicting that ad format and audience targeting innovations will spur most of their future growth. Today display is roughly a $25B industry - we think it could be $200 billion.
  • The user comes first. One way that we're working towards combating ad blindness is by incorporating social signals in display. Many publishers mentioned that they're on board with the notion of 'fewer but better' ads, and are actively developing methods to change audience perception of online advertising. That's good news for us all," sadi Mohan.

It's all in the video embedded right below: