If some travel advertisers think video is still some kind of frill, then get ready for a change of heart.
That's an underlying message from Google, which is very busy these days trying to reinvigorate its display advertising business.
A billboard in Times Square touting its display advertising prowess provides one of the latest and largest symbols of Google's efforts.
Regarding video, Google predicts -- or hopes -- that 50% of ad campaigns in 2015 will include video.
And, Google says advertisers will buy those video ads on a cost-per-view basis.
As Google outlined in a blog post, "that means that the user will choose whether to watch the ad or not, and the advertiser will only pay if the user watches."
So, if Google is correct about the increased importance of video advertising, then travel companies had better quickly develop in-house expertise or look to contract with video-advertising experts.
Otherwise, your ad campaign will appear so 2010-ish.
Google also intends to introduce later this year a new video ad format, TrueView, which it has been testing on YouTube.
"These ad formats give people the option to skip an ad if they don’t want to watch, or to choose from multiple ads the one they want to watch," Google writes. "Importantly, advertisers only pay if the user chooses to watch their ad."
Many of these campaigns likely will take place on mobile devices.
So, put those PCs in storage because Google predicts "... mobile is going be the number one screen through which users engage with advertisers’ digital brands."