Consumers who search for products and services online are increasingly asking businesses to literally show them the value of potential purchases. Data from comScore reveals that flash and rich media ads are increasingly getting online views, accounting for more than 40 percent of publisher ad impressions in May of 2010. Now, Google might be getting in on the action with the development of new “interactive video ads.”
The Wall Street Journal reports that these new ad formats are being widely developed by media companies, and many think interactive videos could “outperform” more traditional online advertisements. At the Allen & Co’s media gathering last week, Google Chief Executive Eric Schmidt told the Journal he is pushing for the development of interactive video ads that are viewable anywhere on a web page instead of simply within a posted video. Schmidt suggests these ads will become prevalent soon.
This seems to be part of Google’s broader push toward increasing and improving its display ad options. Earlier this month, the search giant announced it is expanding its Display Network properties to help partners maximize their reach and ROI. The company explained it has “vision” for promoting display ads as a premier marketing tool.
These new interactive video ads could offer marketers video tools that serve as their own web pages. This would appeal to consumers by offering them real-time updates on comments, and it should appeal to advertisers as it offers a potential combination of search and display platforms if the video ads appear in search results.
It will be worthwhile to follow the development of these ads for Google – particularly if they become available for mobile markets. Apple’s mobile network, iAd, is seeing strong early results for its interactive advertisements, further suggesting display ads are on the rise for on-the-go consumers.
