Google On Pace To Sell $1B In Display Advertising

"Display is now a key business for us."  -  Susan Wojcicki, Google VP of Product Management

Approaching 4% of Google's total sales, display advertising is the next item on the search king's menu to earn a billion dollars. Douglas McMillan's piece in Business Week spells out the why (rising demand) and the how (catching up to Yahoo!, leveraging search and positioning to capture the dollars migrating away from TV and print).

Companies tend to use online display advertising to raise awareness of a brand or product while they deploy search ads to encourage customers to take a specific action—for instance, click on a Web site or make a purchase. Because search ads are often cheaper and their effectiveness easier to measure, budget-conscious advertisers flocked to them during the recession. Now, however, display is getting a boost as big advertisers that have traditionally focused branding efforts on TV and print are shifting more ad dollars to the Web. "There's a lot of money to be tapped that otherwise would be allocated to TV, that will be moved online," says technology analyst Greg Sterling. This year, online display advertising may grow 8.2% to $7.9 billion in the U.S., from $7.3 billion in 2009, eMarketer says. Search advertising is expected to rise 5.6% to $11.4 billion.

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[Display Advertising's Measurab]

[...] month’s moves and announcements by Yahoo! and Google have made it clear that both giants are re-thinking how they see the online banner advertising [...]

[5 raisons POUR la publicité d’]

[...] annonces faites dans les dernier mois par Yahoo! et Google rendent claire qu’ils sont à revoir ce que représente pour eux la publicité [...]