Display of power
One of the downsides of being a web journalist is that it's hard to relate to how other people actively interact with the web.
I can only speak for myself, but whatever appetite I might have had for commenting on things I encounter online, and participating in them, is pretty much sated by my day job. The same goes for any need I might have had for getting my name out in the public domain, so I do very little ‘social' stuff.
That puts me in a distinct and shrinking minority, however, as shown by the unceasing growth of Facebook and by some of the predictions offered by Google yesterday at the MIXX online advertising conference.
Among the predictions offered by Neal Mohan - Google VP of product management - and Barry Salzman - MD of media and platforms, Americas - were that by 2015:
- 75 percent of the ads on the web sill be social in nature - i.e. commented on, shared, etc.
- 50 percent of ad campaigns will feature video ads. These will be bought on a cost-per-view basis.
- Mobile will be the number one digital advertising platform.
- 50 percent of ads will be highly targeted and bought using real-time bidding technology.
- There will be five metrics for measuring the effectiveness of an online ad that are considered more important than the ‘click'.
- Rich media ads to grow to 50 percent of brand-building campaigns.
- Display ad market to be worth $50 billion.
Here's the full vid of the presentation - be warned it's 40 mins long.
