Google ad officials displayed new video ads formats that use leveraging Google Goggles, YouTube and Teracent technology at IAB's MIXX ad event in New York City Sept. 28.
Google advertising executives displayed new video ads
formats, leveraging Google Goggles, YouTube and Teracent technology to make the
company's money-making creatives "smart and sexy."
Neal Mohan, vice president of product management and Barry
Salzman, managing director of media and platforms at Google, provided a keynote
at the Interactive Advertising Bureau's MIXX Conference in New York
The topic was centered on the burgeoning market for display
ads, fitting for a company where 99 percent of its top 1,000 clients are now running campaigns on the
Google Display Network, where they increased their spending by over 75 percent.
Mohan and Salzman showed
how the search engine is testing ad
delivery on Google Goggles, which
lets users take a picture
with their smartphone to conduct Google searches.
Specifically, they showed how a users could point their
phone's camera at an ad for a car in a magazine and have the car appear in 3D on
the mobile device.
They also showed how pointing Goggles at a movie poster to
search for more information in it would run a movie trailer play on the handset.
For YouTube, Google is testing something called TrueView,
which lets users choose an ad to watch out of several or even skip an ad, a
blessing for more discerning viewers.
Advertisers pay only if the user watches their ads. These
technologies will roll out later this year. Mohan and Salzman predicted 50
percent of ad campaigns will include video ads bought in this cost-per-view vein.
Allowing users to turn off the video ad is an interesting
door for Google to walk through as the company seeks to propel YouTube to
However, that may happen soon. Google CEO Eric Schmidt
at TechCrunch Disrupt that YouTube is racking up 2 billion monetized views
per week, up 50 percent from last year.
Mohan and Salzman also showed the fruits of Google's
Teracent technology, acquired in 2009
Specifically, the technology uses signals such as
geographic location, language, time and Website content to "dynamically
alter" the creative elements of an ad in real-time to make it more
Finally, a confluence of socially driven video creatives delivered
in real time on smartphones will help drive to the dislay ad sector to become a
$50 billion market by 2015.
See Mohan and Salzman's predictions in the New York Times