At Interactive Advertising Bureau's MIXX Conference, New York, Google gave a keynote entitled "Display 2015: Smart and Sexy," and made seven predictions about where display advertising will be in 2015:"
- 50% ad campaigns will include video ads bought on a cost-per-view basis.
- In 2015, 50% ads will be bought using this real-time technology.
- In 2015, 75% ads on the web will be "social" in nature—across dozens of formats, sites and social communities.
- mobile is going be the number one screen through which users engage with advertisers' digital brands.
- With new measurement technologies emerging, in five years, there'll be five metrics that advertisers commonly regard as more important than "click".
- Rich media formats will increase to 50% for brand-building ad campaigns.
- advertising is going to grow to a $50 billion industry in five years.
Also, demoed four exciting new technologies:
- new video ad formats testing on YouTube called "TrueView." Rolling out later this year give people the option to skip an ad if they don't want to watch, or to choose from multiple ads the one they want to watch. Importantly, advertisers only pay if the user chooses to watch their ad.
- Teracent technology can dynamically alter creative elements of an ad in real-time to make it more relevant and effective, depending on factors like geographic location, language, content of the website and the time of day.
- Gave a preview of some experimental uses of Google Goggles that could one day enable advertisers to deliver great display ads to users.
- And, a fun example of what rich media can do—our speech was broadcast live in a number of expandable ad units across the web, and was updated with tweets in real time.