Analysis:GoogleexecutivesFiveTrendsinDigitalAdvertisingResearchpapersDownloadnews:<<Forbes>>magazineonlineedition,wroterecently,GoogleseniorvicepresidentofAdvertisingSusanWojcicki(SusanWojcicki)inLosAngelesattendedatechnologymediameetingtoexplainabouttheremodelingfiguresThefivecorecreativeadvertisingfuture,shebelievesthatadvertisersshouldprovideacontrolledeco-system,theuserisencouragedtoactivelyparticipate,ratherthanhavingitforcedtoclickonads.Thefollowingisthetextofthearticle:IfyouwanttoknowGoogle’snextmoveinthefieldofadvertising,thebestaskWojcickiItisinherleadership,Googleaccelerationfromsearchadvertisingtodisplayads,videoadsandmobileadsandothercross-platformadvertisingservicetransformationInthepastyear,Googleadvertisingtechnologycompanythroughtheacquisitionofanumberofeffortstoexpandthedisplayadvertisingrevenues,however,astheeraofsocialnetworkingandmobile,Facebookandothernew1advertisingpioneersisonGoogleposeahugethreat.Wojcicki,heldinLosAngelesad:techconferenceConferencekeynoteaddress,sheexplained,“thefutureoffivecreativeadvertising.”Theseideas,withoutexception,areservingGoogle’sown,andtheyexactlywhatGooglemostofthechallengescurrentlyfacingsolutions.Moreover,fromwhichwecanunderstandthatinanincreasinglydigitalmediacontext,Googlewillpromotetheadvertisingindustrywhichaspectsofdevelopment.Inhiskeynotespeechattheendofthequestionandanswersession,WojcickiandGoogleseniorvicepresidentofdisplayadvertisingNealMohan(NealMohan)readinconjunctionwiththerelevantadvertisingindustry’sfuturechallenges.WojcickifirstsaidthatadvertisingistheInternet’s“lifeline”,currentlyisundergoinggreatchange:“Wehavetoactfastaswiththeuser,soI’minGooglespendalotofefforttothinkaboutthefutureoftheadvertisingindustry,howdowere-plasticdevelopmentofthisindustryandourpriorityistoanalyzetheuser’sthoughts,theirfutureplace,andhowtheychangetheir2behavior.““Imagineawomanin2020,whichissevenyearslaterinlife,shewokeupandreadthenewsonthescreenandenjoyyourfavoritemusicandTVshows,willbeusedwhengoingoutmobileassistant,herlifewillbecompletelydigital,therewillbealargeadvertisingbudgetwillbedevotedtothenetworkside.“HerearesometipsWojcickiaboutreshapingthefutureofdigitaladvertisingfivecoreideas:One,browseadswillbevoluntaryGooglehopestobuildadistinctiveadvertisingmodel,allowinguserstobrowseaccordingtotheirwishesanad,ChamberofCommerce,basedoncostperclickpaidtoGoogle,clickontheadsthattheuserselectsthenumberoftimesthisway,itwillforcedadvertisingsystemandadvertisersattherighttimedisplayappropriateadvertising.YouTube’sTrueViewadswilladoptthismodel.YouTubeatabout70%oftheadbelongTrueViewtypesofads.GooglesurveyresultsshowthatthenumberofuserstoskipYouTubeadsfellby40%comparedtotheprevious.Pepsiadviewinganumberofevenreached333milliontimes,andinthisthead,NASCARchampionJeff•Gordon(JeffGordon)didnotpretendtobeanopenedcarbuyers,butintheprocesshemadeatestdriveavarietyofdifficultDriftaction,thesalesstaffscaredpaleandtrembling.Althoughthisvideoupto4minutes,butmanypeoplearewatchingfromstarttofinish.Besides,thereanadvertisingmodelinwhichinteractiveadvertising,thiskindofadvertisingisdisplayedinstandardadvertisingmodel,butwhentheusermousesontop,itwillimmediatelypopupadsrelevantinformation,orvideos.Second,toprovideacontrolledecosystem,sothatusersarewillingtoparticipateToprovidetheuserwithrelevantads,advertisersmustunderstandtheuser...
