Video is a popular advertising format with advertisers because it is more entertaining and therefore more effective than other formats. More attractive than advertising e-mails or advertising pages with text and images, video offers advertisers an excellent means of communicating. Why not integrate video advertising into our Internet searches? It would appear that this is now what Google is planning to do.
Bing, a forerunner in this field
Bing was the first to embark on this new advertising process with its ‘Rich Ads’ programme. It should come as no surprise that Google has also decided to implement this system in order to remain the leader both as a search engine and in the field of online advertising. Although Google executives say they have no intention of bringing this advertising revolution to fruition, they have nonetheless stated that they have launched tests. It would be surprising for Google to let Bing eat away at its market share without saying anything, so even if the innovation still needs to be tested, it makes sense for Google to enter the race.
An advertising format with a bright future?
This new Internet advertising format seems to be attracting a great deal of interest from advertisers. Videos in sponsored links are said to reach a larger number of users, thereby increasing the effectiveness of campaigns. According to John Cosley of Microsoft’s Search Advertising division, Rich Ads formats are really effective. According to him, ‘they enable advertisers to create more engagement with their prospects in the search engine results lists. What’s more, they provide video content that helps improve campaign conversion rates’.
A real revolution in the way we communicate?
Advertisers see this as a new and highly effective way of communicating on the web. However, the question arises as to how Internet users will react to this new feature. How will Google users react when they see video ads during their searches? If we take the example of streaming sites, since they have become well known and their user numbers have soared, we have seen a sharp increase in advertising before the streaming service is used. This flood of advertising pages has led to the creation of ad-blocking software. The video system in sponsored links should not offend Google users. It is a wise decision on the part of this web giant to test this new process and not to give in to the enthusiasm of advertisers, especially as videos in sponsored links could reduce the advertising revenues already generated by Youtube. Google knows that it remains the master of the game, so we can count on their teams to choose the most profitable solution for the company, whatever the opinion of advertisers.
In the end, it’s the data that decide
The results of the tests carried out by Google will help to determine whether the videos in the sponsored links accompanying the search results are profitable, and also to identify the best method for delivering these videos. Initial experience suggests that the videos will be ‘autoplay’, which could be a dangerous gamble in terms of user satisfaction. But in the end, it’s the data that will do the talking, and if Google decides that these videos really do generate clicks, conversions and profits, we can be sure that they’ll be multiplying on our screens.
Bing, a forerunner in this field
Bing was the first to embark on this new advertising process with its ‘Rich Ads’ programme. It should come as no surprise that Google has also decided to implement this system in order to remain the leader both as a search engine and in the field of online advertising. Although Google executives say they have no intention of bringing this advertising revolution to fruition, they have nonetheless stated that they have launched tests. It would be surprising for Google to let Bing eat away at its market share without saying anything, so even if the innovation still needs to be tested, it makes sense for Google to enter the race.
An advertising format with a bright future?
This new Internet advertising format seems to be attracting a great deal of interest from advertisers. Videos in sponsored links are said to reach a larger number of users, thereby increasing the effectiveness of campaigns. According to John Cosley from Microsoft’s Search Advertising division, Rich Ads formats are really effective. According to him, ‘they enable advertisers to create more engagement with their prospects in the search engine results lists. What’s more, they provide video content that helps improve campaign conversion rates’.
A real revolution in the way we communicate?
Advertisers see this as a new and highly effective way of communicating on the web. However, the question arises as to how Internet users will react to this new feature. How will Google users react when they see video ads during their searches? If we take the example of streaming sites, since they have become well known and their user numbers have soared, we have seen a sharp increase in advertising before the streaming service is used. This flood of advertising pages has led to the creation of ad-blocking software. The video system in sponsored links should not offend Google users. It is a wise decision on the part of this web giant to test this new process and not to give in to the enthusiasm of advertisers, especially as videos in sponsored links could reduce the advertising revenues already generated by Youtube. Google knows that it remains the master of the game, so we can count on their teams to choose the most profitable solution for the company, whatever the opinion of advertisers.
In the end, it’s the data that decide
The results of the tests carried out by Google will help to determine whether the videos in the sponsored links accompanying the search results are profitable, and also to identify the best method for delivering these videos. Initial experience suggests that the videos will be ‘autoplay’, which could be a dangerous gamble in terms of user satisfaction. But in the end, it’s the data that will do the talking, and if Google decides that these videos really do generate clicks, conversions and profits, we can be sure that they’ll be multiplying on our screens.
