Re: Maybe they should've thought the whole video ad thing over
text-only ads won't be able to force malware onto a device because there's no javascript,
There is. To load it as the alternative is server code which is not feasible. Otherwise agree.
There are several issues here:
0. There is no Google. The company should be called is Doubleclick. It subsumed Google and Google adopted its advertising practices after it "took over" it (quotes needed).
1. Text only ads need a very high degree of relevance in order to generate significant click-through rates. Google decided to forgo the relevance level for sake of more realtime ads and trending. This is the so called dumb-ass to smart-ass transition ~ 9 years ago. In reality - that was the moment of internal takeover by Doubleclick - as the ads stopped being relevant they had to become Doubleclicky shout in your face crap (primary reason Google text ads took most of Double's market).
2. We are back to a point where the lion share of ad spend on the market are from big brands. These do not rely on clickthrough at all - they are per-impression ads. They are there to "maintain presence". They are also the ones who have marketing departments with budgets sufficient to feed the ad agencies to generate the flashy video crap. If Google decides to switch to text this revenue goes elsewhere. As it is now a public corporation a 90% drop in revenue is not going to work well with its shareholders.
It is a classic lose-lose situation where the only solution is the emergence of a new player which does text only ads. That unfortunately is not likely to happen as there is no way for a newcomer to push out Google from the search space which is both its relevance info provider as well as primary opportunity to serve ads.