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October 19, 2007



You're not way off, I think you're dead on. Relevancy in ADs is the key. I think (as a non-professional marketer) that the future is continium advertising, ads that extend the experience of the audience. Let's take your storm window example a little further. Let's say I'm watching a DIY video on YouTube about putting in storm windows. I am not in plumber mode, but I am in storm window mode. Now I don't want an ad popping up on the side or in the middle of the screen...that interupts my experience and I get annoyed. But what if I could click on the storm window in the video and it takes me (or pops up in a new window) to the storm window maker's website...or a competitors website depending on who bought the advertising rights for the windows in the video. Now you've gone from interupting the experience to extending it, aka adding value to my experience and you just increased the chance of me buying your storm window because you'd made it so easy for me. It's an uber-hypertext link...like when I clicked the Google Phone link in your post, it relevantly extended my experience of your post and what I was thinking about. Now let's say I notice that the host of this storm window segment has on a really cool pair of boots...perfect opportunity for a boot advertisment because my mind natural went there... I click on the boot and it takes me to the boot maker where I can buy the boot...it's websurfing 2.0 where I am continously window shopping and when the impulse strikes me, I can immediately and easily act on it. If I'm plumber, where am I going to spend my $100 dollar advertising money? On an interuption pop up or on being the "click" on all the pipes and faucets on all the videos on YouTube? Image/object recognition algorithims are already being worked on, Google takes that, the personnal data it already has, YouTube, etc and it could make a bazillion selling companies the opportunity to capitilaze on extending the experience. It could take product placement and impulse buying to a whole new level. The pieces are all there, just need someone to finish connecting the dots

Gene DeWitt

I like your definition of Google AdWords as "a modern day yellow pages". I also agree that Google's phenomenal success in search is not translating into comparable success in advertising. Most of what I've seen from Google relating to ads is naive and simplistic. The web is providing an extraordinary platform for the extension of traditional media into this new electronic platform. Pairing websites with offline media---Time magazine with Time.com, CBS with cbs.com---seems to me to offer more likely models for the next generation of web advertising paradigms, an evolution of the media vs. the revolution that search represented for direct response advertisers.

Allen Lundy

Yes, Google Adwords is today's equivelant of the old standard yellow pages, only a heck of a lot better. Google must be doing something right, today they announced a 30% increase in their revenew for the past quarter. Primarily from Adwords searches. I still think that Adwords PPC is still one of the fastest ways to increase traffic and increase your business. It's not easy to learn, but is well worth the time and effort.

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