Media Ads Introduced In Search Results: Destroying Sanctity Of Search?

Google India, in association with Star TV network has introduced Media Ads. or advertisements displayed prominently on top of your search results.

Unlike other video formats Media Ads is an exclusive format designed to put video ads front and center. Recently, Google tested multiple ad platforms & chose this especially for  the rechristened Star One, now called as Life OK.

A unique aspect is that Media Ads will be fully automated not like usual keyword search ads on google.com or google.co.in where advertiser are allowed to pick competing keywords, sometimes on Real time ad exchanges.

Why Google India?

We all know India is a very lucrative market for advertising. Many internet giants too feel so. Hence, why not leverage the attitudes of people to serve them ads? Our sentiments are echoed by Praveen Sharma, head, media sales, Google India, “The media & entertainment category search volumes on Google search have shown phenomenal growth. In the last two years the query volumes have grown at over 125 per cent YoY”. Further the automation of ads is a good thing not just for consumers but for advertisers as well since Media Ads isn’t targeted like typical AdWords ads on Google Search. With Media Ads, one doesn’t pick any keywords, the targeting is completely automated & charges are simple per-click. Thus a Media Ad campaign is easier to budget with precision trimmed cost analysis.

The Media Ads, are primarily focused on movie/show/games/DVDs title, “When someone enters a search on Google.com or Google.co.in that our algorithms determine is directly related to the movie/show/games/DVDs title (most commonly the title and variations on it), we automatically display the Media Ad at the top of the search results page” revealed a Google India executive.

So how does the advertisement work?

Once someone searches for a prominent tile, a relevant video ad thumbnail is shown on top of the search results. When someone plays the video either by clicking the thumbnail or the “watch” link, the Lightbox player expands to the center of the screen and dims the rest of the page around it. The experience is meant to put the viewer’s full attention on the video and to create a much more theater-like experience.

We feel it to be a non-intrusive way to advertise content. What do you feel?

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