Google exec: Social key to success in display ad business

The company will boost its efforts to bring social capabilities to its sites

Expect Google to deepen its efforts in social media and social networking as part of its broader push to increase its display ad business.

Google, whose revenue remains largely dependent on text-based pay-per-click search ads, has been trying for years to boost its sales of display ads, where it trails rivals like Yahoo, Microsoft and AOL.

It spent billions to acquire YouTube and DoubleClick largely to jump-start its display ad business, and while the company says those two acquisitions are yielding promising results, boosting social features will also be key, an executive said Wednesday.

"Social signals will be very relevant [to display ad sales] because the more signals you have about the ads, the better the ad will be targeted," said Henrique De Castro, Google's vice president of Global Media and Platforms, at the Bank of America Merrill Lynch Technology Conference in New York.

"So we're connecting more and more social networking or social indicator signals into our ad delivery," he added.

Social features will also be key in increasing traffic to sites carrying Google display ads, so the company wants to propagate social-networking capabilities popular on YouTube to those other properties.

"If you think about YouTube, it's one of the largest social networks," he said. "We need to bring social-networking capabilities to our properties, and that's what we're going to work on."

"Social is definitely an area we want to work on and explore," he added.

De Castro didn't provide further details on what Google is planning to do in this area.

Google has had a social-networking site called Orkut for years that is popular in certain countries, such as Brazil, but it doesn't come close to matching the global popularity of Facebook.

Google also has a platform for social technologies called Open Social that it makes available to developers who want to add social-networking capabilities to their sites or create social applications.

Google also recently added a social-networking component to its Gmail webmail service called Buzz that lets users post and share status updates in a similar way as people do on Facebook and Twitter.

ComScore recently reported that Facebook led all U.S. providers of display ads in the first quarter, nabbing 16.2 percent of the impressions and unseating former leader Yahoo, which got 12.1 percent of the total.

Microsoft finished third with a 5.5 percent share, followed by Fox Interactive Media, which includes MySpace, with 4.9 percent, AOL with 2.9 percent and Google in sixth place with 2.4 percent.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags businesssocial mediaMicrosoftGooglesocial networking

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Juan Carlos Perez

IDG News Service
Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?