Large data advertising market potential or reach hundreds of millions of dollars

According to foreign media reports, Google (Weibo) is developing a number of large data products to help advertisers analyze and assess the efficiency of their advertising activities, this is not a news, but Google believes that the market area of development potential is very large, it is possible to reach hundreds of millions of of dollars.

According to Morgan Stanley analyst Scott de Vite Scott Devitt, Jordan Monahan (Jordan Monahan) and Nissentforma (Nishant Verma), Google believes that large data products have great potential for growth, the size of the market is likely to reach hundreds of millions of of dollars.

Google this year launched a "Brand Lift in Adwords" products, its main role is to conduct consumer surveys to see if they still remember the ads they read, and a product called "Active GRP", It can help Google's advertisers to compare those ads directly to TV commercials.

These new products will encourage advertisers to carefully consider the billions of-dollar advertising budget they put on TV or other traditional media and compare it to the efficiency of online advertising.

Google's revenue is already large, its 2012-year total revenue reached 50 billion U.S. dollars, in order to continue to maintain rapid growth, it will need to find some of the size of billions of U.S. dollars in new markets. Small markets are no good, and of course, television is still the biggest advertising platform for budget spending.

"The size of the market for big data ads could end up at $ hundreds of millions of trillion," said Neal Mohan, vice president of Google Display advertising, Niermohan the size of the big data market he predicted at TechCrunch's disrupt meeting this week. ”

"Mohan's forecasts confirm the comments made by Google's chief Nikos Arola, Nikesh Aurora, in February this year that online brand advertising (display advertising and video advertising) is the first in a large-scale online shift," said Morgan Stanley's research report. Google is ready to do so. Mohan believes that as long as Google and other advertisers can provide branded advertisers with tools that can detect the effectiveness of their advertising targets, there may be hundreds of millions of of dollars in advertising budgets moving to the online advertising market. ”

"While the last Click (Last-click) is still very important for many advertisers, Google believes that about One-third of digital ads will soon be measured by the number of indicators other than clicks," the study continued. As a result, Google is developing a more aggressive detection system to keep track of advertising participation, because Google believes it can predict revenue well. ”