CEO Eric Schmidt says Google is experimenting with interactive video ads as a break from the traditional search and banner ads that have propelled the indexing and search company, as well as Yahoo, AOL and others, to success on the Web.
Google is constantly experimenting with online advertisements, trying video,
mobile and other types of ads in an effort to attract consumers' eyeballs as
they make their way around the Web.
Google CEO Eric Schmidt told media at the
Allen & Co. summit that the company is experimenting with interactive video
ads as a break from the traditional search and banner ads that have propelled
Google, Yahoo, AOL and others to success
The Wall Street Journal noted (paywall): "Such ads, which could
appear anywhere on a Web page, not just inside a video, would be like mini-Web
Users would watch a video ad, leave a comment and read peoples' reactions to
the videos within the ads in real time. This is a fine idea, but the construct
appears limited to each siloed video ad.
There would be more significant potential if Google connected interactive
video ads to Twitter. Google could, for example, allow users to watch the video
ads and leave comments that get uploaded directly to a special advertising
section on the popular microblog.
This is just spitballing and supposition. While Google draws on Twitter's API
to include real-time tweets for its Web search and other properties, neither
company has openly discussed plans to work together on advertising, let alone on
lively video ads that stimulate user interaction.
Schmidt did not provide a timeline for the appearance of interactive video
ads on Google or its partner properties, but said they would become prevalent.
Asked for more information, a Google spokesperson told eWEEK:
"We don't have anything
additional or specific to announce, but we're definitely doubling down on display
and video ads. We're always looking to develop new formats and features that
make them more interactive, engaging and effective."
The interactive video format sounds intriguing, especially as ads appearing
on smartphones and other platforms capable of supporting HTML (and HTML5) Web
browsing grow increasingly media-intensive.
Video ads are catching on over at Google's YouTube video-sharing site, which
is forever close to profitability.
However, Google isn't the only specialist to see potential in media-rich
ads. Apple sees interactive display ads as the advertising mode of choice for
the mobile Web on its iPhone.
In an increasingly fierce competition, Google is doing the same
for smartphones with its AdMob mobile display ad unit, and offering click-to-call ads with rich media elements.