AdAge reports that "Google is ready to integrate display advertising beyond YouTube across its various properties including, potentially, Google Maps and Gmail," — outlined by Neal Mohan at a press briefing last week:
"But perhaps the more significant strategy on display was Mohan's presentation of what he called "Google Display Network," which included YouTube as well as Google properties Google Finance, Google Maps, Google Books and even Gmail. Mohan didn't detail what a display unit might look like in Gmail, and a company insider said it has yet to work out specific ad requirements against those properties. Google Finance, for e.g., didn't initially feature advertising, but it now runs rectangle-sized ads."
According to ComScore, Google sites (including YouTube) place sixth among web publishers for display ad impressions at 25.8 billion, equivalent of 2.4% of total impressions for first Q10. Facebook easily dominated display ad market for same period at 16.2% or 176.3 billion impressions. Facebook's top spot in display advertising suggests that any attempt by Google to grab more of the pie will surely have to include growing out its own properties.