This link has been bookmarked by 7 people . It was first bookmarked on 02 Jul 2007, by Orlin Monad.
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14 May 09
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09 Apr 08
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24 Mar 08
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02 Jul 07
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Advertisements need to continue increasing personalization. This was surprising to me, given that I don't believe Google has publicly announced any plans to incorporate behavioral targeting into their ad delivery system.
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It is important to point out that one of the things that ended up being so key for Google, and other search engine advertising programs, was that the ads were text.This made it much more efficient for ad agencies to create ranges of ads, ensuring that relevant ads were consistently delivered. In fact, in some cases the internal marketing department was able to create the text ads.
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Google realizes that text ads, while effectively, contextually targeted aren't the only way to go.
Hence the purchase of Double Click and Feedburner. Wouldn't be surprised to see more behavioral targeting as well.
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Google's next move will be geared towards serving more relevant ads to user generated content on social network services. And I believe their relevancy tune-up will take more interest in user profile data. The content generated and shared on these services are not always ideal suited for the way Google currently delivers their contextual ads. There's just too much noise to grab hold of signal that is thematic. I think Google will look at person's interests (and his/her contacts' interests) and try to deliver ads that are hopefully more relevant to the user and the frequent visitors. Favorite music, books, movies, schools they go to, local addresses, these data points are all potentially highly magnetizable and perhaps equally relevant to the viewers than simple content-contextual ads.
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A key part of the success of the google adwords has also been that their platform, and simple text based ad format, had made online advertising accessable to smaller businesses. Individually they may be tiny accounts, but just look at all the ads you come accross from the smaller businesses. Keeping things simple and affordable enough for these advertisers will be important. Appealing, experience style ads on social networks may be great for big company branding exercises, and we'll not doubt see a lot more of them. Small business advertisers are looking for a more short term or immediate result (sale or newsletter sign up etc) and to find customers (users) ready to purchase. Here better personalization and targeting will help. Already the Microsoft adcenter gives options of targeting ads to male/female and age segments.
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"Internet giant Google has drawn up plans to compile psychological profiles of millions of web users by covertly monitoring the way they play online games.
The company thinks it can glean information about an individual's preferences and personality type by tracking their online behaviour, which could then be sold to advertisers. Details such as whether a person is more likely to be aggressive, hostile or dishonest could be obtained and stored for future use, it says.
The move is intended to customise adverts shown to players of online video games by tailoring them to specific tastes and interests."
And doesn't Eric Schmidt's comment that "The algorithms [software] will get better and we will get better at personalisation" indicate that the advertising will also become more geared towards personalisation?
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