Business Week: Google display advertising revenues will exceed one billion U.S. dollars this year - Google, Advertising - Printing Industry

Business Week: Google display advertising revenues will exceed one billion U.S

. dollars this year - Google, Advertising - Printing Industry

Income is above 1 billion Google CEO Eric

Schmidt (Eric Schmidt) said in July last year, showing Advertisement May become the company's sales in the next 10 billion business. Analysts said Schmidt in 2010 to achieve this prophecy.

Including Barclays Capital (Barclays Capital) analyst Doug? An Musi (DougAnmuth), including the number of analysts believe that Google will display ads this year contributed more than 1 billion U.S. dollars of revenue, accounting for all Google 4% of the total annual income, an increase of 40%. Most of this revenue comes from search advertising on Google is concerned, will be an important turning point. Some analysts had criticized the over-reliance on Google to display ads, not from other businesses to get more revenue.

Display ads including video and banner ads on the pages of such ads can play a decorative role. Market research firm eMarketer expects growth in demand for display advertising market is expected to go beyond search advertising. Investment bank Cowen & Co analyst Jim? Friedland (JimFriedland) said: "To further the growth, Google needs to develop other business."

In display advertising, Google behind Yahoo, which in 2009 6.5 billion in revenue, most of them come from display ads. Google has been trying to catch up with M & Yahoo. The company's history, two of the largest M & A with display ads related to, respectively, in 2005 spent 1.65 billion acquisition of video sharing site YouTube, and in 2007 spent 3.1 billion acquisition of display ad company DoubleClick.

A number of technology integration Barclays expects Google to display ads this year, most of the revenue will come from YouTube's video and banner advertising, the specific amount of about 700 million U.S. dollars. After the acquisition of DoubleClick, Google has received a release in other sites display advertisements. Google Products Management Vice President Susan? Woxi Ji (SusanWojcicki) said: "display advertising has now become an important business."

Google display advertising director Neil? Mohan (NealMohan) said, Google would field advantage in the search advertising to display advertising market to expand. Google will automatically run through the algorithm to display ads, and to become a leader in the field. Mohan said: "Our goal is to search for scientific applications to display advertisements to art."

Mohan said that Google is developing tools to help advertisers create more effective banner ads, and automatically running these ads. To achieve this goal, Google acquired in December last year, start-ups Teracent, the company can view the characteristics of those who automatically display ads on the color, language and other elements to customize. Google will Teracent advertising with DoubleClick's technology and Google's own search advertising AdWords algorithm integration. Google launched last fall AdExchange display advertising. The service is similar stock, display ads both parties can offer advertising space trading places. Mohan is trying to AdExchange to expand, and YouTube to provide advertisers with more choices.

Display advertising recovery Enterprises tend to use Network Advertising to enhance brand and product awareness, and to help search advertising to encourage users to take specific actions, such as clicking on web site or buy goods. Because search advertising is usually cheaper and easier to measure results, and therefore the economic crisis, the budget of the advertisers are more concerned about the mass exodus of such advertisements. But now, with major brand advertisers in focus gradually from TV And print media to the Internet, transfer, display ads will also be improved. Market research firm SterlingMarket Research principal analyst Greg? Stirling (GregSterling) said: "There are many original will be used to finance television media will be invested to promote the Internet."

EMarketer expects U.S. Internet display advertising market will reach 7.9 billion U.S. dollars, compared with 7.3 billion in 2009 increased 8.2%. Search advertising market is expected to reach 11.4 billion U.S. dollars, representing growth of 5.6% in 2009.

Google is trying to help advertisers better gauge the effect of display ads. Mohan said: "we have before us a major challenge: advertisers want to display ads through which indicators to measure the effect?" In the end, Google launched a tool called CampaignInsights. The product from around the world dozens of Google engineers to develop and was released last December.

Hair care industry giant Regis is CampaignInsights one of the first test users. The company's hundreds of Google Cooperation Site tested a group called "Men Hair Salon" (Hair Club ForMen) banner ads. CampaignInsights on browsing the advertisement was followed by a number of users searching for relevant statistical. IntegratedMedia Solutions is Regis "Men's Hair Salon" series of ads Proxy Side, the company's vice president of Lukoil? Hubbard (LukeHubbard) said: "display search volume and advertising can increase site traffic. We just had to know this effect, but now, we can quantify its."

As CampaignInsights to Regis left a deep impression, so the company decided to increase the display ad spending in 2010, while the other seven IntegratedMedia Solutions customers are interested in trying the tools.

Use of existing strengths As long as Google's other products cost more than a certain number of advertisers you can free CampaignInsights. eMarketer analyst David? Hallerman (DavidHallerman) that, compared with Yahoo, Google search data to sort out in time lower cost and easier. He said: "Google in this area there are many potential opportunities that can provide users with a lot of analysis, such analysis will enable enterprises to increase generally had a lot of extra costs."

Google's competitors have been for a new round of competition ready. In the January 26 earnings conference call, Yahoo CEO Carol? Bartz (CarolBartz) stressed that brand advertisers want to place ads next to the professional content, which is Yahoo's advantage. She said: "As new products and new brands to market, advertisers need to promote use of display advertising."

Display advertising in order to be successful, Valley

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