Just days after saying Google receives too much undeserved credit, Brian McAndrews, the Sr VP of Microsoft's Advertiser Publisher Solutions Group is back saying the company's search ads will shift to other forms of online advertising, reports Bloomberg.

McAndrews 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."

“Graphical ads are becoming more important as big-brand advertisers spend more of their budgets online, he said. Such companies want videos and banners that closely resemble what they use in television and print advertising. Search ads, in contrast, are typically four lines of text positioned near query results.”

“As Google is newer to display ads, Microsoft may benefit if more buyers embrace the format”. We can only wait and watch.