Google Plans Move into Branded Online Display Ads

[mandy]

Google CEO tells Wall Street analysts that the company plans a move into branded online display advertising but says the company still has considerable work to do before it will be ready to launch a beta.

Google is studying ways to enter the online display, or “branded”, advertising business as part of a push into potentially big new online markets, and hopes to launch its first experiments in the area over the next year, company executives said on Wednesday.

However, they added that some major new forms of online advertising, such as video, were likely to take considerable time to develop, as the company looks to build on some of the characteristics of its search-based advertising, such as being able to target ads narrowly and measure response rates. Also, early efforts to place adverts into print magazines had proved disappointing, they added...

While Google is almost wholly dependent on the keyword advertising linked to its search engine, branded advertising is estimated to account for about half of Yahoo’s marketing services income...

full article: http://news.ft.com/cms/s/7c949b02-f0f2-1...e2340.html