Video ads on the rise

Since February 2008, Google tests the integration of video advertising within the results pages of Google search in the United States. First, it is planned to integrate video displays silently in the search. Search engine user must confirm by clicking on a button that he would actually see the corresponding video of the advertisement.

For the time being similar to universal in normal view to Plus box or Plus button to extended search (universal Google browser), indicate additional content (such as video advertising) , which may be of interest for the search engine user.

Background of the tests is universal Marissa Meyer, Google Vice President of search products and user experience, Google search to the browser extension search. With universal search provides Google user since mid-2007 a universalize search. When a search query, pictures, video clips and Blog news on the result pages lists next to Web pages. While Google breaks with tradition to separate different browsers like blog and video search. Due to the advanced content of search results, text ads are not as effective but, why to according to Marissa Meyer would have developed new advertising formats.

Against this background, the Google advertising could be image load-in the future. To keep the principle show only contextual ads it further. What does this development but for advertisers? Google, for the time being no higher cost per click to incurred through video displays as normal text ads. However, there is a difference: when video displays the clicks result display of video, no matter whether a user visiting the site of the advertiser actually be charged.

Currently issued $ 200 million for video advertising in Europe. 2012 expenditure in Europe to 2.4 billion in the United States to 2.1 billion and $ 3.3 billion in Asia. This suggests a study of eCommerce magazine “marketer”. This assessment is supported by Nielsen Media Research. Expenses for video ads rose after this study in the second half 2007 + 228% to 3.92 million euros. In the first half of 2007, the German marketers gave from only EUR 1,19 million movie advertising.

According to an business article video advertising is used currently in Germany increased in the image advertising and branding efforts. Product videos that will cause the order exhibition following ideally play a subordinate role.

Should companies increasingly turn to video advertising? The test is “video displays in the search to integrate” successfully, will Google the offer to other countries other than the USA, expand.

We cannot be so interested to see how long we wait for the integration of video advertising within search results.

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