Most of the big brands that have invested a huge amount of funds in digital marketing, love Google’s reach in display. Presently, the display ad network of Google encompasses more than a million websites, including top-rated video site YouTube. According to various digital marketing studies, Google has the largest ad network in the United States, with a reach of more than 90 percent. However, the bigger story here is the success of Google’s two year old ad exchange, DoubleClick.
It has been reported in various digital marketing publications, that Google is preaching the gospel of real-time bidding though DoubleClick. In fact, in the first year of its launch, the number of transactions on AdEx grew by leaps and bounds. Google has also made video advertising available through the exchange, which is expected to encourage digital marketing advertisers to spend more funds. Another related trend that has been observed is the rapid growth of trading desks. The spending of most of the big digital marketing brands is directed through agency trading desks like VivaKi and Cadreon.
In the past, Google’s courtship with trading desks led to a mini-uproar of sorts, with a leading digital marketing news site (TechCrunch) reporting that Google was issuing ‘kickbacks’ to agency partners (such as VivaKi) in the form of tech support and training. Google, of course, dismissed these accusations, and said that the main reason why they decided to partner with VivaKi was to benefit digital marketing advertisers. However, this incident showed just how sensitive market publications are to the influence that Google wields in the digital marketing sphere.
According to Neal Mohan, Senior VP at Google, the company recognises that to be successful in display marketing, it is important to make agency partners successful. Mohan said that the best way to do this is to be their partner in technology and innovation.
One of the key growth factors of Google has been the adoption of display by companies that have spent big on search, often done through agency intermediaries. In fact, almost ninety-nine percent of the top thousand digital marketing advertisers on Google are running display campaigns, as well as search. Also, 75 percent of these advertisers have increased their spending on display, which indicate that their ads are working.
While most digital marketing pundits have acknowledged the importance of Google in display ad purchase, they also point out to the growth of a few individual players.
Qudos Digital is a leading digital marketing consultancy, and can be contacted on 0845 388 5583 or info@qudosdigital.co.uk.
