Google’s Advancements for the Advertising Industry

Information about Google and YouTube has been saturating Web journals recently. One key benefit of this acquisition has been ignored, and it is important for traditional agencies to take notice. This purchase gives online advertising agencies credibility, searchability and brandability according to MediaPost Publications. Google is known for its firm position as a leading search site. Though it is widely regarded as the best search tool, Google has not had the database to create the kind of usability it wanted to in the past, but all that is changing now. By incorporating YouTube’s database of videos, Google will be finding new ways to enhance usability.

So what does this mean for traditional advertisers? Try to envision a person sitting at their desk and looking around at videos under Google’s new video search. Now see a real-time contextual ad running at the same time with a targeted video. This is not to say that is the only plan Google has for this new source of data and video content but it is a very important to advertisers. The kinks have not been worked out but it is Google’s plan to create a new process for advertisers to bid on ad inventory and then place the ads with specific video footage.

There is a certain amount of discomfort and the moment considering some of YouTube’s legal issues but it is Google’s intention to sort and set new precedents for online video posting, searches, brand-focused advertising--and everything in between. Right now it is important for advertisers to give Google the time needed to figure out exactly how to move forward with all this new data and give them a chance to really show what the new Google will be able to offer the online advertising industry as well as consumers.