Google's Display Advertising Strategy Revealed!

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The search market isn’t growing like it used to, and Google needs to convince the world display advertising can be its new growth engine.

Today, Google gave it a shot, hosting a conference call to explain a three-pronged display advertising strategy.

Google said it will…

  • Simplify ad-buying and ad-selling.
  • Increase display ad peformance with better, more measurable units.
  • Open display advertising to new types of business.

The big challenge for Google (GOOG) is that its search revenues will surpass $25 billion this year, so for shareholders, any new business’s revenues will look tiny in comparison.

Power through a CliffNotes version of the presentation →

[slideshow]
[slide
permalink=”google-started-its-presentation-with-an-internet-company-favorite-a-slide-showing-that-advertisers-havent-caught-up-with-how-much-time-people-are-spending-online-1″
title=”Google started its presentation with an Internet company favourite: a slide showing that advertisers haven’t caught up with how much time people are spending online.”
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[slide
permalink=”heres-the-three-pronged-strategy-2″
title=”Here’s the three-pronged strategy…”
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[slide
permalink=”and-here-are-the-products-google-says-attack-each-problem-3″
title=”…and here are the products Google says attack each problem.”
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[slide
permalink=”the-first-prong-of-googles-three-prong-strategy-is-to-simplify-ad-buying-and-selling-4″
title=”The first prong of Google’s three-prong strategy is to simplify ad buying and selling.”
content=””
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[slide
permalink=”heres-why-it-needs-simplifying-a-googler-mentions-that-sometimes-people-still-send-faxes-to-get-online-ad-deals-done-5″
title=”Here’s why it needs simplifying. A Googler mentions that sometimes people still send faxes to get online ad deals done.”
content=””
image=”http://static.businessinsider.com/image/4b27dea200000000006d8e5b/image.jpg”
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[slide
permalink=”the-key-to-the-first-prong-is-doubleclick-6″
title=”The key to the first prong is DoubleClick”
content=””
image=”http://static.businessinsider.com/image/4b27df010000000000aea07c/image.jpg”
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[slide
permalink=”doubleclick-helps-simplify-the-process-by-allowing-technologically-impressive-ad-units-like-this-one-that-sent-18000-facebook-messages-to-troops-7″
title=”DoubleClick helps “simplify” the process by allowing technologically impressive ad units. Like this one that sent 18,000 Facebook messages to troops”
content=””
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[slide
permalink=”google-showed-off-some-doubleclick-advertisers-and-agencies-8″
title=”Google showed off some DoubleClick advertisers and agencies”
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[slide
permalink=”the-second-prong-was-performance-which-means-better-targeting-ad-units-and-metrics-for-pricing-9″
title=”The second prong was “performance,” which means better targeting, ad units, and metrics for pricing.”
content=””
image=”http://static.businessinsider.com/image/4b27df160000000000f4c34d/image.jpg”
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[slide
permalink=”the-googlers-showed-off-different-pricing-metrics-for-different-marketing-goals-10″
title=”The Googlers showed off different pricing metrics for different marketing goals.”
content=”Seventh Generations saw a 100% increase in conversions after running this ad on the Google content network.”
image=”http://static.businessinsider.com/image/4b27df1d000000000045b8ab/image.jpg”
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[slide
permalink=”this-metric-for-brand-advertisers-shows-how-oftern-users-who-see-a-brand-ad-later-search-for-the-advertised-companys-name-versus-those-who-didnt-11″
title=”This metric for brand advertisers shows how oftern users who see a brand ad later search for the advertised company’s name versus those who didn’t”
content=””
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[slide
permalink=”better-performance-also-means-better-targeting-google-advertisers-can-target-web-users-based-on-600-interests-12″
title=”Better performance also means better targeting. Google advertisers can target Web users based on 600 interests”
content=””
image=”http://static.businessinsider.com/image/4b27df26000000000009aaa3/image.jpg”
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[slide
permalink=”advertisers-can-also-market-specifically-to-users-who-previously-visited-their-sites-13″
title=”Advertisers can also market specifically to users who previously visited their sites.”
content=””
image=”http://static.businessinsider.com/image/4b27df3200000000007f7fc3/image.jpg”
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[slide
permalink=”google-featured-youtube-as-a-big-part-of-its-performance-strategy-14″
title=”Google featured YouTube as a big part of its “performance” strategy”
content=””
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[slide
permalink=”this-was-cool-youtube-users-do-four-things-and-google-has-an-ad-for-each-type-of-activity-15″
title=”This was cool. YouTube users do four things and Google has an ad for each type of activity.”
content=””
image=”http://static.businessinsider.com/image/4b27df4c0000000000c3f5f3/image.jpg”
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[slide
permalink=”this-visit-las-vegas-campaign-on-youtube-drove-traffic-to-visitlasvegascom-up-6-and-increased-hotel-bookings-36-16″
title=”This Visit Las Vegas campaign on YouTube drove traffic to VisitLasVegas.com up 6%, and increased hotel bookings 36%.”
content=””
image=”http://static.businessinsider.com/image/4b27dedb0000000000b91ed0/image.jpg”
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[slide
permalink=”googles-third-prong-opening-means-to-democratize-the-display-advertising-ecosystem-17″
title=”Google’s third prong, “Opening” means: “to democratize the display advertising ecosystem””
content=””
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[slide
permalink=”the-products-behind-the-open-prong-are-the-doubleclick-ad-exchange-18″
title=”The products behind the “open” prong are the DoubleClick Ad Exchange…”
content=””
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[slide
permalink=”and-the-display-ad-builder-which-is-used-by-20000-advertiser-80-of-whom-are-new-to-display-19″
title=”…and the Display Ad Builder, which is used by 20,000 advertiser — 80% of whom are new to display.”
content=””
image=”http://static.businessinsider.com/image/4b27df7f0000000000881b6d/image.jpg”
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[slide
permalink=”learn-about-where-google-formulated-its-display-advertising-strategy-20″
title=”Learn about where Google formulated its display advertising strategy…”
content=”Google New York: Scooters, Slides, And Legos — Oh My!

Who Are The Rock Star Engineers At Google New York?

Google New York’s Trendy neighbourhood

Who’s Who At Google New York
image=”http://static.businessinsider.com/image/4b017e8c00000000008b829b/image.jpg”
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]
[/slideshow]

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