Is Your Business Ready For The Future (according to Google)?

Back To The FutureGoogle recently gave a keynote address at the Interactive Advertising Bureau’s MIXX Conference in New York where they discussed a topic many innovative companies focus on – the future. Specifically, how the world of display advertising will look in the year 2015.

Although the full blog post is worth a read, here are some of the key elements we took from their keynote address:

• “With smartphone growth skyrocketing, mobile is going be the number one screen through which users engage with advertisers’ digital brands.”

Think about that. Four years from now, Google predicts the most used screen for digital brands won’t be desktop computers or even laptops, but mobile connections like smartphones. Have you considered how to advertise your brand through mobile phones rather than just traditional digital advertising methods?

• “Just like most news articles on the web today can be commented on, shared, discussed, subscribed to and recommended, in 2015, 75 percentof ads on the web will be “social” in nature—across dozens of formats, sites and social communities.”

Within the next five years, 75% of ads will be “social.” Interactive ads and digital engagement practices won’t be the rarity, they’ll be the majority. And Google isn’t talking about “click this banner ad for more info” type of engagement. They mean full-fledged, multi-platform, interactive campaigns that will leave traditional digital advertising (in its present day form) seem archaic at best.

Of course, Google wouldn’t present this info (and more) if they didn’t have a vision for their own role in the evolving display advertising landscape. Amongst the many technologies they play to employ, one of the most fascinating is the vision they have for their “Google Goggles” project.

• “You might be familiar with Google Goggles, a way to search the web on mobile devices just by taking a picture. We gave a preview of some experimental uses of Google Goggles that could one day enable advertisers to deliver great display ads to users. Imagine pointing your phone’s camera at an ad for a car in a magazine, and having the car appear in 3D in your mobile device. Or pointing at a movie poster and having the movie trailer play in the device, right in your hand. No QR codes, no downloads!”

Needless to say, Google presents some compelling reasons to start investing in your online marketing and advertising strategy. While Google isn’t the be-all / end-all in the marketing world, their vision for the future of advertising certainly isn’t unrealistic.

Whether or not you choose to embrace the potential and use it to your advantage is up to you. And if you want help using it to your advantage, drop us a line.

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