Google Display Ads to Leverage Google Goggles

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 address at the Interactive Advertising Bureau’s MIXX Conference in New York Sept. 28.

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 profitability.

However, that may happen soon. Google CEO Eric Schmidt said 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 relevant.

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 here.