Display

Google + has recently been launched in an attempt (so it seems) to declare war on Facebook.

If you use Google, you already have your mail, calendar, documents and photos together. Google Plus adds to this and is essentially the potential replacement for Facebook in the sense of sharing.

So what does this mean for display?

First off when you set up your account you are given the option to opt out of targeted advertising. This would suggest that Google foresee the “Plus” platform as an opportunity for the search giant to deliver targeted display advertising to users.

What will also be interesting is how this incorporates the display acquisitions of AdMeld, Invite Media and DoubleClick. Potentially they will use these platforms to deliver more scale to their “Plus” platform. The use of +1 essentially shows that people are interested in recommending things they like; this kind of environment is possibly more welcoming to targeted display advertising.

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According to Brand Republic Google is rolling out a performance bundle for its display network, including four free measurement tools to help advertisers to judge the effectiveness of display advertising campaigns.

First off I think that this is a very smart move by Google, they’re trying to bring greater visibility to display media campaigns run across the Google Display Network (GDN).

This is definitely a USP as to why more display media budget should be run across the GDN versus the rest of the display ecosystem.

Their aim is to bring a greater level of accountability to display media, something that you do not get from buying with Ad Networks and Exchanges outside of the Google Display Network.

This underlines Google’s on-going commitment to being a major powerhouse in display (alongside buying Yield Optimisation tool AdMeld yesterday, Invite media and DoubleClick a few years back).

However I do not necessarily feel that this approach is appealing to the more sophisticated display planner/buyers, it feels as if Google are targeting the more occasional buyers of display media or search agencies that do not specialise in display.

Google clearly want the wider display community to take them more seriously but until they start joining up all of their different product offerings into one easy to use and accessible suite we will not know
how good their offering is against the rest of the very fragmented eco-system.

Time will tell but they are certainly placing themselves in a very strong position regarding display as the future of digital advertising. What do you think?

Let’s get something straight from the off, my role at iCrossing is Senior Display Planner/Buyer. My sole focus is to plan, buy, manage and deliver display media campaigns for iCrossing’s clients, I am biased and I am not ashamed to admit it.

I have 6 years’ worth of experience managing, implementing, strategising and innovating in display, and never in its fledgling history has there been as much scrutiny aimed at deconstructing the value of the medium.

Yet, it is odd that now is the time of scrutiny – display ad spend grew 20% between 2009 and 2010 (IAB UK 28^th March), the industry is abuzz with talk of demand side platforms, real time bidding, ad exchanges, yield optimisers, retargeting and the like so why criticise a channel that has now found a way to drive value for its advertisers?

Why is display media under such scrutiny?
We now live in an age of austerity, every penny of marketing money spent must be accountable, this is where agencies such as iCrossing have stolen a march on the traditional media buying agencies. iCrossing live and breathe the results they drive for their clients and at the same time marketers want more return from their marketing budgets – a perfect fit!

The rise of PPC & SEO and the continued growth of affiliate marketing has seen the prominence of the “Last Click Wins” (LCW) model being adopted by marketers the world over. This has meant that Display has taken a back seat to these channels, as well as Mobile.  Display fell to the bottom of the pile because marketers are prioritising LCW channels and more innovative emerging platforms over the “old lady” of digital marketing.

Display’s role has always been push (and will always remain in part) whilst PPC, SEO & affiliates are pull. Marketers are scrutinising Display because it rarely delivers last click conversions, however display has never been about LCW, it’s always been about brand. With recent technology innovations in the market, display is now combining brand with direct – another perfect combination! Read more…