Speaking at the IAB leadership conference on Sunday, Eric Schmidt outlines why Display has the largest upside in online advertising going forward:
- Online Advertising projected to be $62 Billion ($26 Billion US) in 2011 of which Display is projected to be 17 Billion (9 Billion US)
- Display is growing faster than other forms of online advertising: during the Superbowl, mobile searches were 2-3x desktop searches on the advertised products
- Where should advertisers place messages? Desktop, Tablet or Mobile? The answer is all three, the marketplace self selects the delivery device
- RTB technology is the enabler of the potentially exponential growth of display going forward
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