by Joyce Schwarz blogging at Hollywood2020.net on the future of media and advertising.
It wasn't enough for Google's Neal Mohan, Vice President of Display Advertising, to just gather industry luminaries together at Doubleclick's Futue of Advertising Insight event today. Instead leave it to Google and Doubleclick (owned by Google) to announce what is being called a revolution in online global advertising with the first mention of what could be called an operating system for buying and selling ads.
WAY BEYONG The announced agenda: which was to exlore such topics as: ***how technogy is reshaping both the business of advertising, and the consumers’ experience with advertising and ***the opportunities advertisers and publishers have to work better together to unlock the full potential of digital.
The invited luminaries to the Doubleclick event included of course could be some of the biggest stakeholders in this next-gen advertising 'revolution:
- Neal Mohan - Vice President, Display Advertising, Google
- Terry Kawaja - Founder and CEO, LUMA Partners
- David Kenny - Chairman & CEO, The Weather Channel
- James Pitaro - Co-President, Disney Interactive Media Group
- Omar Tawokol - Chief Executive Officer, BlueKai
- Greg Stuart - Global CEO of Mobile Marketing Association
- Kurt Unkel - President, VivaKi
- Shishir Mehrota - Vice President of Product Management, YouTube
- Brad Ruffkess - Social Marketing and Connection Strategy, Coca-Cola
- Mike Lowenstern - Managing Director of Digital Advertising, R/GA
- Peter Minnium - Head of Digital Brand Initiatives, IAB
- John Caldwell - Chief Digital Officer, National Geographic Society
TOTAL ADVERTISING DOMINATION AHEAD FOR GOOGLE? NOPE that's not enough for Google to do in one day - -not when they can see opportunity here in this fast-evolving space (see yesterday's blog post about Microsfot SmartGlass etc) so according to dozens of news reports Doubleclick (owned by Google) announced what is being called a REVOLUTION IN GLOBAL ONLINE ADVERTISING
CROSS-PLATFORM DELIVERY standards, optimization and real-time buying -- sure there are lots of concerns about how this would all work but note that IAB and MMA (two of the dominant trade associations for next-gen ads) were speakers at the event conveniently,
Several firms, most notably MIXBO (see yesterday's announcement about their Microsfot Advertising Network affiliation are already employing the newest standards for video advertising and offer cross-platform delivery capabilities.
Note the best of the articles I've scanned is the Forbes post(scroll down) where it's explained that: Google’s display revenues are running at a $5 billion-a-year clip, or 10% of its overall revenues, the company said in January
Newsroom America - 2 hours agoThis represents the biggest overhaul ever of our DoubleClick ad platform, ... We think of this a bit like an old school '90's stereo system, with ...Google revamps its integrated ad platform DM News
Google's DoubleClick Shooting To Unify Its Tools for Advertisers ... Marketing Land
all 14 news articles »
WebProNews - 1 day agoThis means they have to reengineer the whole system of buying and selling ... all the details are available on the DoubleClick Advertising Blog.
Forbes - 1 day agoNew DoubleClick ad system heats up battle to create an operating system for digital marketing It wasn't supposed to be this way. Hundreds of ...Google: Wait For A Pullback To $550 Seeking Alpha
SO WHAT's NEXT -- stay tuned-- and remember as that stat above says-- Google's share fo the overall advertising pie is slim right now -- considering more than $200B is still allocated for TV. But the changes are in the wind now and we're starting to see how the integration of next-gen ads and sponsor-supported content and cross-platform (trans-media) could chart progress in the next 18 months. Google currently has about 15 percent of the online display marketplace and is aiming for 20 percent next year according to today's latest Bloomberg post here
But you gotta remember that of the total ad budget $200B still goes to mainstream TV and the latest Nielsen survey showed that the average TV watcher almost makes a full time job (35 hours a week) on still watching that TUBE!
FOR MORE INFORMATION about Joyce Schwarz and her firm JCOMBUSINESSDEVELOPMENT.com email her at joyceschwarz(at)gmail.com or pick up the phone and call her at 310-822-3119.