Is Internet search advertising getting more emphasis than required? Microsoft senior vice president Brian McAndrews opines that more and more buyers will shift to other online advertisement platforms very soon. Wishful thinking some may describe as, but Microsoft’s share of ad revenue mostly comes from display ads like video spots, banners and other graphical promotions. It’s not that Google does not realize the importance of display ads, the search giant is pretty new in the market while Microsoft has been enjoying the numero uno position since the beginning of Internet age. Microsoft may gobble up a bigger pie if the segment keeps growing as anticipated in the coming time.
Microsoft is also alleging Google for stealing users from its ad formats. Microsoft analysts feel user may see a display ad on a website and later go to Google to search for a vendor’s name etc and accordingly clicks on vendor text ads served by Google.
Search advertising has become the largest online advertising platform in the recent times. It accounts for more than 40% of total advertising spend. Microsoft vice president feels that search may have become the key driver behind the astonishing online advertising growth in last five years, but things are about to change radically over the next few years.
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