Online advertising trends
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Search and display can easily be classified as two separate industries, yet the crossover and interactions between them are substantial. Advertisers navigating the marketplace have the challenge of choosing where to spend their money, but due to the amount of data available to them via cookies tracking individuals wherever they go, and the ease of re-targeting, online advertisers are falling back in love with display. Where We’ve Been In Search & Display Advertising Before the introduction of Google AdWords 10 years ago, display advertising and online advertising were one in the same. We started the 2000′s with display dominating the interactive advertising landscape, but search quickly shoved display out of the way as advertisers saw the huge potential in being able to target user’s real-time intent or, keyword searches.
Banner advertising (or display advertising) has a bad rap with consumers, but it's a driving force in the advertising community. For every person that claims to hate display advertising and for the millions of ad-blocking software downloads that happen annually, there's still a major and brisk business being done in the selling and placement of banner ads. Online advertising networks continue to grow, and many of the more premium sites (be they brand name portals or highly trafficked niche sites) command decent CPMs that are making brands happy and publishers wealthy. Will we move away from display advertising to another/better form of online advertising?
If you're fed up with online advertising, you're not alone. A recent survey of 100 advertising agency executives found that their clients are losing patience with digital advertising. When asked why, advertisers noted that such ads don't work very well. Special ire might be reserved for the banner ad, which, 15 years or so after its introduction, still has a click-through rate of 0.1% , or about 1 in 1,000.
AdKeeper , the startup launched by About.com founder Scott Kurnit this past fall, has raised a whopping $35 million second round funding.
Adblock Plus , easily the most popular Firefox browser extension , recently hit the 100 million downloads milestone. Soon, the developer(s) behind the add-on will be releasing a beta extension for Google Chrome . We should note that the most popular Chrome extension today is also an ad-blocker , made by Michael Gundlach , who’s trying to turn this into a full-time job ( as well ). Over the years, many have asked ABP developer Wladimir Palant if there’d be a Google Chrome extension at some point. His usual reply went something like this : No, Adblock Plus will not be “ported” to Chrome.
For its next talk at Chirp, Twitter execs Ev Williams and Dick Costolo to discuss something that hasn’t really been associated with Twitter before: Monetization. I’ll be live blogging my notes on his his talk below. You can make money in the short term if you have a lot of traffic, we’ve had many opportunities. We haven’t done that because we can make a lot more money than these short term solutions provide. Monteization is a product and technology feature. Until recently, features for users were more important.
When Google wants to try out a new consumer-facing product, it usually puts it in Google Labs . That is where experimental products can be found. There are separate Labs for Gmail, Calendar, Maps, Search, and YouTube (although sometimes they are called “experiments” or “TestTube”). Now Google Ads has its own Labs , which it is calling Ad Innovations .
Google announced a new tool for users of the AdWords advertising platform: remarketing. Since many consumers do not make up their minds right away, this function makes it possible to monetize on a customer in the future. Though a
Google seems to have nailed the online search advertising market, finding the magic formula to attract both advertisers and consumers.
Next time you sign in to Facebook, take a look at those three or four little ads on the right side of most of the pages.