After the rise of mobile on desktop, advertising is facing the rise of assistive computing environment that is disrupting the perception of online behavior.
Consumers are expecting a higher level of precision while searching on the web.
Mr. Schindler reported that voice-based queries represent almost 20% of Google’s US mobile search. The query process also changed with consumers interacting a lot more with their assistant devices during search queries.
Such changes imply that advertising is evolving too and according to Schindler, the smaller the screen the more relevant the results have to be.
Introducing the concept of relevancy, Google launched responsive search, a powerful tool using machine learning to test combination of creative assets and optimize your campaign.
According to him, a lot of people reduce the power of assistive environnement as a voice-in/voice-out interaction device. He explained that the real power of assistive computing stand behind the ability of merging environnements. For example, a search to find a local store could be a voice-based initiated query ending on a display-based answer, and this is where opportunity will rise.
Mr. Schindler also shared his opinion on Youtube, explaining that the use of the platform on TV is growing fast. According to him, Google is working to develop several new ad formats to replace the classic 30-second ad (originally coming from TV).
He mentioned the effort made to show Youtube Ads as direct response opportunities to advertisers (e.g. « Trueview for Action »). Making the platform evolve from its original branding-only use.