YouTube
Leads Google Charge In Display
Ad Market
Google on
Tuesday outlined a strategy
for seizing a bigger share
of online display advertising
that has long been a key
stronghold for rival Yahoo.
Google said the home pages
of its globally-popular
video-sharing website YouTube
have become hot venues for
display ads.
Google has
been masterful at pumping
revenue out of “pay-per-click”
link advertising paired
with results of Internet
searches.
An unrelenting
boom in video, television
and film being delivered
online offers opportunity
to make cash by weaving
in advertising targeted
to the interests of viewers.
Google executives
said that ad-targeting technology
from DoubleClick, which
it bought in 2007 for 3.1
billion dollars, is at the
core of its online display
advertising strategy.
“We
want to simplify how display
advertising is bought and
sold,” Google vice
president of product management
Neal Mohan said during a
webcast outlining the company’s
approach to the market.
“Our
aim is to democratize the
display advertising ecosystem
to allow more businesses
to participate.”
DoubleClick
acts as a display advertising
“stock exchange”
and Google then provides
a simple tool for businesses
to create online marketing
campaigns.
Google said
it is seeing “tremendous
success” in the display
advertising market and is
winning business from top
advertisers.
YouTube has
sold 90 percent of the display
advertising space on its
US homepages this year,
according to Tom Pickett,
director of online sales
and operations at the service.
“We
are also now seeing good
results on home pages internationally,
but we’ve just scratched
the surface so there is
lots of head room,”
Pickett said.
YouTube has
tripled the number of “monetized
views” and earns ad
revenue on more than a billion
of the online videos watched
weekly, according to Pickett.
This has been a terrific
year for us in display advertising
