Brad: Display Advertising is one of the biggest opportunities Google faces in China

Recently, Brad Bender, Google's global product director, said in an interview with the media that online display advertising has started to boom again. Behind this, technology is the most important driver. A comparison of past banner ads and new display ads now shows that with the development of technologies such as remarketing, interest marketing and HTML5, web display ads will become more relevant, interactive and entertaining to users, More popular by users.

The development of display advertising especially brings new vitality to the elaborate marketing of e-commerce platform. According to Brad Bender, Google offers a variety of technical tools, such as remarketing and interest marketing, to get ads to the right audience at the right time. The role of "remarketing" technology for e-commerce platforms is especially prominent. To China B2B e-commerce site in Dunhuang as an example, Dunhuang network in the display advertising is very focused on the combination of customer purchase process. After a long period of data research, Dunhuang found that internet users usually experienced "know-understand-compare-buy" through four stages: display network and search ads targeted at "know-understand-compare" customers in the first three stages of the purchase process After, there will still be 10% -15% of customers lost, they eventually did not form a purchase. With Google Remarketing, customer churn dropped from 10% -15% to less than 5%. Currently, monthly remarketing orders can achieve 30% growth

Traditionally, we often think that the main show is mainly for brand display, and search advertising is direct advertising, and now the development of "remarketing" technology subverts the perception of the display ads, display ads can also be used as a direct effect advertising. . According to Brad, advertisers in China's top 50 advertisers have more than doubled their advertising spending in 2011 to double that of the past. It is reported that many domestic e-commerce platforms are beginning to use "remarketing", and the order volume has been significantly improved.

At the same time, Brad Bender also mentioned that Google allows consumers to choose their own advertising experience and decide when and how to receive which type of advertising. As technology advances, display advertising is more abundant forms of advertising will also be more interactive and entertaining.

Brad said China is an important market for Google's display ads and we are excited about the growth of the Chinese market. Brad believes that display advertising is one of Google's biggest opportunities in the Chinese market, Google will help Chinese advertisers and publishers to seize this opportunity.