Susan Wojcicki - SVP Advertising Google
funding content (games, videos, etc) that all the world can see
Enabling business driving new business and driving consumers to the products companies sell
More importantly is the cultural impact online advertising has. She shared a personal photo from a recent trip to a desolate island. She was struck by the presence of billboards posted to buildings and on the streets. In the context of the sea change our industry is going we need to explore where our users are going. Advertising is a B2B business but it needs to follow lockstep with the consumers' trends
Susan paints a picture of "a day in the life" in our digital future. She describes an environment where our daily interactions are all digital (a self driving car, personalized virtual displays, etc) and presents her view how the ad world will look in the future
The future of advertising (according to Susan)
Susan presents her four "C" in her vision of the future of advertising
1. Choice: Ad views will be voluntary
A trivial example is YouTube videos in which there is a fair exchange of content for advertising. YouTube's statistics are showing 70% of ads are true-view ads: users are willingly watching ads and advertisers are creating ads users who are the target of their campaigns will want to see.
Example: Nike Golf: o Cup Is Safe
This ad is so compelling (9.5 views) that when she paused it in the middle of the ad, the audience was at suspense... In fact the ad is so successful that YouTube now has advertising against the ad...
Another example is the Samsung "next big thing" campaign
Youtube will be extending TrueView to Apps and to Games. TV will now be shown against non-video inventory
2. Control: Users will participate if we provide enough value and control
Users do not have a clear mechanism to "raise their hand" in what they are interested in.
3. Charm: Ads will be more interactive and beautiful - at scale. New ad creative and formats need to work well across all ads. Example of a rising star ad, winner of the rising star IAB competition: Cadillac (ATS) . You can change the color, rotate the vehicle, etc.
4. Connected: Ads will help people connect with brands and each other
Google has been rethinking "how to figure into the new connected world?". They launched the "enhanced campaign" in which advertiser provides the creatives and Google adjusts targeting and platform. I have to note that this is a high touch proposition that many publishers struggle with because it is becoming an expectation that they build creatives for digital campaigns
Susa then poses an interesting example where our current advertising model is lacking. Though the entire audience at IAB works in advertising and "likes" advertising and travels a lot - none of us received any advertising from the hotel where the conference takes place (the Biltmore hotel). It is not due to lake of desire by the hotel but because there is no current model that would allow them to connect with their visitor/guests and provide compelling offers to attract them back.
5. Calibration All ads will be measured. Clicks will only be one measurement type. We know advertisers care about Reach (Google has the brand activate suite which offers GRP measurement). We also know advertisers are looking for impact. Similarly to how CPC helped display advertising, Google is now integrating consumer surveys into their AdWords. Anyone can set up a survey to run across the web and get feedback and the survey can be attached to a campaign with no additional tagging and fees