Google was featured in today’s Wall Street Journal in an article about benchmarking display ad performance. In the article, Google says that “Internet users are more than twice as likely to click on large display ads and view video ads than smaller non-video advertisements”.

Hopefully, this should not be surprising to anyone. The engagement and emotion that video and large display ads bring to the table is similar to that of TV. Let’s think about this for a minute, imagine how revolutionary the first black & white TV’s were to our parents parents. And then color TV to our parents. And the Internet to us. And now TV on the internet, in a format that gives the user complete control? This is revolutionary.

The growth of video and large display ads goes hand-in-hand with the need to measure engagement and post-action metrics. If people are truly engaged in the advertising (like they might be with, say with their favorite TV show) – then why would they change the channel (click on an ad) that would take them away from their show? Couple this with the decline in actual ‘clickers’ and you’ve got a compelling case to understand and measure what happens after someone sees your ad.

Enters post action measurement. What some thought was a fad, has now taken on with many companies offering post-action measurement to give marketers (both brand and direct) visibility into what happens after a user has seen and engaged with their ad. This is especially important as video and interactive display formats (and thus engagement) gain popularity.

I was elated to see this Google article today as it validates what we are doing here at Adify. With direct relationships with our network builders, we are able to run highly engaging, unique ad units and video across the 12,000+ premium sites in our network. As the ad server for all creative across our network sites, we are also able to accurately track post-click and post-view metrics that provide our advertisers with full 360 degree visibility into how their campaigns performed beyond just a click. Thinking again about TV, imagine a world where the TV advertisers would be able to know exactly who went to a store to purchase their product based on seeing a commercial. Now THAT is revolutionary.

Thanks Google for helping make our case!

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