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Google Adds Video Ads and Other Rich Media

Google search advertising is expanding with video, rich media and ad networks

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Google Video Ads

In February '08 Google started testing video ads on some pages of search results.

Ads with accompanying videos will have a small button with a plus sign. Users can click on the plus button on an ad will see a small video player that shows a commercial, movie trailer or other clip.

"Google's stated goal in altering the way it presents search results is relevance to the search user. However, the changes also will help highlight the vertical searches the firm has offered separately for some time, as well as create new opportunities, particularly for brand advertisers," according to Kate Kaye

Ads Are Answers, Too

Not only is Google looking at serving video, but the way they select the ads to be served are changing.

Search formulas are getting more complex, and when you search for "widget a" you used to get ads for "widget a". Now, search formulas might give you ads for a related product that is an accessory for "widget a". That's the "universal search model."

Google's current search results are being served in a much more integrated manner than before. Depending on what users search for, the results page could feature sections with images, video, links to book content, maps or local business listings.

Advertisers in the travel and financial services categories could benefit from the new search model that adds variety to search results.

Search engine optimization will become more targeted, with optimization for a wider variety of outcomes -- moving away from 95 characters of text -- the standard for content driven ad placement we've been seeing for the past several years.

Direct response advertisers and publishers already use Google's product and news searches to boost search result rankings through SEO and marketers will turn increasingly to become content creators.

DoubleClick for Brand Advertising

Google's recent acquisition of ad management giant DoubleClick, gives them connections to thousands of brand advertisers. Ad platforms such as DoubleClick help consolidate serving and reporting for display ad branding campaigns that can run on hundreds of individual sites.

Google commands roughly 60 percent of U.S. searches and can therefore insist marketers use its proprietary campaign management dashboard. And marketers by and large adopt it.

But inventory in Google's AdSense network has not achieved a comparable marketshare, and is competing with ad networks like, ValueClick and Blue Lithium which allow third party trafficking and reporting -- which is preferred for branding campaigns.

Google's recent acquisition of DoubleClick, now a focused online ad specialist, will do away with these scalable campaign concerns.

DoubleClick Ad Exchange

DoubleClick has announced re-creation of an online ad exchange, resurrecting the connection of advertisers and publishers, something DoubleClick abandoned years ago during the digital bust. Through an impression-by-impression auction marketplace, the service connects industry-leading online publishers with top-tier advertisers, agencies and networks.

The new exchange could compete with existing ad networks for Web traffic, since DoubleClick has established relationships with thousands of sites accounting for large swaths of the available online inventory.

Both buyers and sellers can streamline ad operations and eliminate counting discrepancies through integration with DART for Publishers, DART Enterprise and DART for Advertisers. DoubleClick Advertising Exchange provides a single billing and payment point for all transactions, greatly reducing complexity and financial risk for participants.

Edited by Carolyn Allen, owner/editor of California Green Solutions
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