In October last year in my Facebook status, I posted Google’s 7 display ad predictions for 2015. I recently attended the Toronto part of their world tour and thought it was time to post. Interestingly enough, and prior to Google’s recent predictions, many people seemed to believe that display ads were going the way of the dodo with the growth in social media etc and search.
Clearly our industry to date has not even scratched the surface in terms of display advertising’s possibilities because of the numerous obstacles to success that include poor perception, insufficient brand metrics, traditional processes, production costs, ad serving costs etc.
The best real world analogy I can think of is the evolution of the automobile with the creation of the first unsophisticated, clunky cars at the beginning of the last century – do we see these exact, inefficient vintage cars on our roads in 2011 – absolutely not. However, are cars still around in 2011 – absolutely, and not only that, they are faster, more high tech, aesthetically beautiful and highly efficient.
- 50% of display ads will include cost per view video
- 50% of audience will be buying in real time
- Mobile will be the #1 screen
- Five metrics will be more important and widely used than clicks
- 75% of ads will be socially enabled
- Rich media will be in 50% of brand campaigns
- Display will be a $50 billion industry, $2 billion in Canada
Like Google, I strongly believe that display ads will continue in the future as one of the elements in online marketing strategies and unlike today, they will be bought differently, will be more beautiful, more mobile, more entertaining, more interactive, much more useful and very very social!
Display ads are dead, long live display ads.