More and more Google impresses on its bold strategies to gain even more market. Below you can visualize the matter “Advertising banners is Google’s bet to steal Yahoo market” whose source is from IDG News Service.
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Google wants to nudge part of an online advertising market currently dominated by Yahoo with the opening of a new service called DoubleClick Ad Exchange, aimed at visual ads such as banners, videos and interactive pieces.
The movement is direct de-stepping of the DoubleClick purchase Google for 3.1 billion dollars in April 2007. The ad also represents finally integration between DoubleClick's advertising display technology with Google's sponsored links AdSense system.
“Ad Exchange is a real-time online store that helps both the biggest advertisers and advertising agencies to buy and sell space to display advertising on the internet,” said Neal Mohan, Google’s vice president of product management, at a blog post of the company.
Google dominates the advertising market in search, which includes text advertising as shown in the user surveys.
This type of advertising added up to 51.4% of all web advertising spending in the United States during the second quarter of 2009, according to the IDC consulting. For comparison, visual ads represented 29.5% of all online advertising in the same period.
Google's strength in the advertising area in search gives the company an advantage over its rivals. IDC estimates that Google has 37.2% of its participation in the digital advertising market in the United States. Yahoo, the closest competitor, accounts for 13.4%.
With Google's dominance in search advertising, Yahoo is a leader in display advertising, with 15.8% participation in revenue during the second quarter, points out the IDC. In this category, Google is fifth, with 4.8% participation.
With DoubleClick Ad Exchange, Google hopes to attract the attention of publishers and advertisers, and create a more efficient advertising market. “It will improve the return of advertisers and allow publishers to appreciate their content more,” Mohan added.
The new service will be accessible to AdSense and AdWords users through existing interfaces, allowing the purchase and sale of visual ads along with the ads in search.
(Sumner Lemon)
