Google made predictions about what the future of display advertising will be like in 2015. What with them being SkyNet and all, I figure we should take their predictions seriously. 
Anyone involved in direct response marketing should be very wary of this statement:
Today, the “click” is the most important way that advertisers measure their display ad campaigns, but it’s not always the best measure especially if an ad campaign is designed to boost things like brand awareness or recall. With new measurement technologies emerging, in five years, there will be five metrics that advertisers commonly regard as more important than the click.
With that said, I’ll be curious to see what their magical five metrics will be.
To me, the most interesting development for video ad formats they’re rolling out with is:
We demonstrated some new video ad formats we’ve been testing on YouTube that we’re calling “TrueView”. These will roll out later this year. These ad formats give people the option to skip an ad if they don’t want to watch, or to choose from multiple ads the one they want to watch. Importantly, advertisers only pay if the user chooses to watch their ad.
I’ve had ongoing success in the past with “forced choice” banner ads, where a user has to choose between certain banners to click on in order to access whatever it is they want. There are tricks to it, and I’ll be watching these developments very closely.
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About Tim Gross Tim Gross is an online marketing consultant, direct response copywriter, author, and video training developer. For the latest free training videos, free advice, and additional resources, subscribe now at http://InternetMarketingCourse.com or at his blog http://TimGross.com |
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