Internet Marketing uses display advertising as one of its valuable assets to attract customers. Neal Mohan, Vice President of Google’s Display Advertising Team, predicted the future of Display Advertising by the year 2015, in his speech at the Interactive Advertising Bureau’s ‘Innovation Days @ Internet Week’. He emphasized on some major changes that Display Advertising will undergo for its better scope.

The number of ads that are displayed on web pages has reached high volumes, and most of these ads are ignored by the viewers as they fail to seek the viewer’s interest. In the next 4 years, we shall see a 25 percent decrease in the number of ad impressions and a 50 percent rise in their engagement rate. Anything in excess is bad, which applies for display ads too. Too much advertising does not mean that you can convince the target audience. However, limited but quality advertising can certainly increase the viewers for display ads.  

He anticipated that people will have 25 percent participation in the ads that they view. They can choose their preference regarding the ads they wish to watch, customize the ads they see or subscribe to receive ads belonging to a particular category. He also believes that 35 percent of the marketers will rely on metrics like which ads interest the customers the most, in order to promote them.

Display ads have a great platform to communicate directly with the public. If these ads provided relevant information to the viewers, and gave them a reason to watch the ad, there will certainly be an increase in the number of viewers. The user’s perspective about ad formats should be taken into consideration before displaying the ads. This will enable marketers to design ads in a format that the users prefer.

Neal Mohan estimates that display advertising will grow into a $200 billion massive industry. It certainly has a great future, especially if marketers notice their customer’s expectations and likes.