Microsoft Ad Chief Says Market to Shift From Search from Bloomberg reports Microsoft’s Senior Vice President, Brian McAndrews, as saying that the search ad business will shift towards display ads in the next several years. He said:
Search has been a significant driver of growth. In the next several years, it will not be as much of a driver. Some of the emphasis will shift more toward display ads, toward video, toward rich media.
Is this a sign of Microsoft giving up on competing with Google in the search ad space? Maybe. But will Microsoft succeed in outselling Google in display ads, toward video, toward rich media? With Google’s acquisition of DoubleClick likely to be approved, the question of display ad dominance remains to be answered.