23 September 2010 | Author: N. Hamilton Media copywriter

Google takes to Times Square to promote online display adverts

Google plans to bring an interactive touch-screen billboard promoting its online display adverts to New York's Time Square as part of the search engine's 'Watch this space' campaign, according to the New York Times.

The 13 foot tall and 35 foot wide billboard will stand just 3 feet off the ground and read "Display ads are big. They're gonna be huge" with an arrow pointing to white space where a display advert could be. Passersby will also be able to touch the billboard and view video clips about Google's display advertising service.

Advertising offline that it's in the online advertising game may seem a strange move for the search giant; however, NYT reported that Google is desperate to showcase it does more than search in a bid to cash in on the growing market for display advertising.

Display advertising has fast become one of Google's most profitable businesses. Neil Mohan, Google's vice president of product management, recently stated that the business is set to see even more lucrative growth, with some clients increasing their yearly spend by 75 per cent.

Speaking to the New York Times, Sandeep Aggarwal, senior internet and software analyst at Caris & Company, said, "In its core business, competition is going up and growth is going down, so that is why it is very important for Google to basically diversify beyond search".

Barry Salzman, Google's managing director of media and platforms, revealed that Google's display adverts are more sophisticated than simple banner and pop-up adverts. Instead, Salzman explained, Google's display adverts can include mobile and expandable adverts that feature interactive content and slideshows.

Salzman also added that Google is working to make display advertising easier for its clients by using audience-targeting techniques to present display adverts based on individual web users' searches; by providing a Display Ad builder that helps clients to plan campaigns; and by snapping up YouTube, which now hosts many of Google's display adverts.

However, with 90 per cent of Google's revenue thought to come from text search adverts alone, it is in dispute whether Google, however successful elsewhere, will be able to shake off its search mantle.

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