Marketing Pilgrim's "Display Advertising" Channel

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Google Display Ad Business Poised for $1 B in 2010



Well, since Google’s Super Bowl ad has signaled that it is in trouble by sending some kind of message that there is fear in the air (c’mon people relax it’s not the big deal you may think it is), what does a company that is obviously reeling on its heels look to do? Find other ways to make money of course.

Now I do not believe that Google is reeling at all. I don’t think that their Super Bowl ad is evidence of anything other than the fact that they could use an already created and packaged message to reach a large audience when their competition wasn’t. Nothing more and nothing less. Do you really think that the cost of that ad is of any consequence to Google’s bottom line? I suspect they figured they could smoke the crappy ads for chips and beer with a simple message and create buzz worth more than $ 3 mil. Mission accomplished.

Google does, however, need to figure out other ways to generate cash and display seems to be the next big thing. Business Week reports

Google CEO Eric Schmidt hinted in July that display advertising would probably be the next of his company’s businesses to generate $1 billion in sales. Analysts say 2010 is the year he’ll deliver on that prediction.

Display ads are likely to contribute a little more than $1 billion, or about 4% of Google’s (GOOG) total sales this year—an increase of as much 40% over last year—say analysts, including Doug Anmuth at Barclays Capital. That marks an important threshold for Mountain View (Calif.)-based Google, which makes most of its sales from ads placed alongside search results and which has been criticized for not getting more revenue from other businesses. Demand for display ads, which include marketing messages in videos and banner ads adorning Web pages, may rise faster this year than for search-related ads, according to eMarketer.

About $700 million of that number should come from YouTube while the remaining will come out of the DoubleClick operations that are gaining momentum. There seems to be a new surge in display ad money that is coming over to the web from TV advertisers. I guess they hadn’t heard about the effectiveness concerns regarding the ads but hey if you have blown a lot on TV ads already it shows you don’t pay real close attention to things ;-). Google has rolled out its Google Insight offering, though, to help understand everything

Google is trying to help advertisers better measure the effectiveness of display ads. “One of the challenges we put to ourselves was: ‘What are the ways a brand advertiser would look to measure [ad impact]?’,” Neal Mohan, the executive in charge of Google’s display business says. The result: Campaign Insights, a tool developed over a year by dozens of Google engineering teams around the world before it was released in December.

Hair-care company Regis was one of the first to test Campaign Insights. It ran banner ads for Hair Club For Men across hundreds of Google’s partner sites while Campaign Insights tracked the number of people who had seen the ads and then performed related Web searches. “Display [advertising] drives searches and Web site visits,” says Luke Hubbard, vice-president of Beverly Hills (Calif.)-based Integrated Media Solutions, the ad agency that coordinated the campaign for Regis. “We knew that effect was there before, but now we are able to quantify it.” Impressed by the results, Regis increased spending on display ads for the brand in 2010, and Integrated Media Solutions has signed up seven other clients eager to tap the analytics.

Ahh, analytics. You mean the ability to actually track whether what you are doing is truly working or not? Those crazy kids over in Mountain View think they should provide something that measures the effectiveness of display ads and now they are going to try to sell more because of their innovation. Wow.

Is Google serious about this? Apparently serious enough to actually have real Google employees venture out and talk to live human beings. In other words they are recognizing that this type of sale requires service and not automation. I had to chuckle a little at this last quote regarding the idea of Google employees venturing out and soiling their good name with the general population.

To succeed in display, Google has also had to hone its ability to market products through a people-friendly sales force. In search, Google has tended to rely more on the technical effectiveness of its products, analysts say. “Advertising is a lot of hand-holding and schmoozing,” says analyst Greg Sterling. “Historically, Google has not been good on managing the people side.”

That’s changing, says Amy Curtis-McIntyre, senior vice-president of brand communications for hotel chain Hyatt. She says Google has begun regularly sending sales reps to her Chicago offices. “When they develop new search tools or new advertising tools, they bring them to us and present them in a usable way,” says Curtis-McIntyre.

Now, when Google understands that people also like to be visited when there isn’t something to sell then we can say that they get it. You know…..the R word. No, not Revenue! They get that one real good! It’s the other R word……Relationship. When they understand relationships then they will have something.