New Google report lets online publishers know what’s cracking in ads

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Without online advertising, there would be no Memeburn. In fact, pretty much anyone who publishes anything online relies on advertising for survival. And if you’re going to keep food on the table, it helps to know the latest trends in display advertising are.

Through its purchase Double Click, Google has released a new report detailing what’s current in the world of display advertising. At first glance that might seem quite risky, given that Google’s business model is built around advertising. As The Next Web notes however, by doing so Google is showing itself to be the market leader and a force that can be trusted.

On the Double Click blog, the internet giant explained its position:

As the display industry evolves, we’re collectively discovering and analyzing trends that point towards promising opportunities and paths to growth. This is the year where we’re doubling down on publishers, giving you the tools you need to make the most from today’s digital media landscape. One of the ways we’re helping publishers navigate their way to success is by providing new sources of industry knowledge and benchmark data.

A couple of points from the study stand out above others. While banner ads might not be dying out as a whole, one size of them is. The 468×60 banner ad now accounts for less than three percent of all ad impressions.

Mobile advertising meanwhile is exploding. Mobile web impressions on the Ad Exchange and AdSense platforms increased by 250% from the third to fourth quarter in 2011.

It’s also interesting to note that people in nearly every country on Earth are clicking on ads. Google says that of a possible estimated 245 different countries and territories, it saw publisher ad impressions from 235 of them. Those included the island country of Palau — one of the world’s newest sovereign states — and the middle-African nation of Equatorial Guinea. Both of these countries experienced phenomenal growth rates: 1 106% and 4 635% respectively.

Display Business Trends Publisher Edition

Download the report

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  • Steve Nordquist

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