Comments on: Tech Review: New Form of Advertising

By: tophatsolutions

tophatsolutions — Sat, 31 Mar 2007 20:01:04 +0000

I don't expect advertising to ever become a collaborative hug-fest

I agree. Consumer-driven advertising is the notorious

By: Sernak Plywood

Sernak Plywood — Wed, 19 Jul 2006 20:13:25 +0000

I think Google's ad program is exactly what you are talking about in the article. The "affiliates program" that a lot of companies are offering goes one step further. The advertisers only pay when the reader actually BUYS something, not just "click through" to the advertiser's site.

The "affiliate" gets a larger percentage...sometimes as high as 5% of the sale. Of course, this won't work for companies that don't sell anything directly to the end user. In that case, the Google ad model will work just fine. Rainy Day Magazine has both models of advertising on the site.

Our readers definitely appreciates the "focused" advertising!

By: Manuel

Manuel — Sat, 08 Apr 2006 21:39:38 +0000

Hello, ick comes from Austria, today has I again time around English sprachige Blogs to read. I will form over your topic an opinion and you by post office will write.

I wish you kind regards from Austria in the Wachau

Manuel

By: harry

harry — Wed, 05 Oct 2005 15:05:34 +0000

Ive only managed to flash read the posts, but I think this might be in the region I hope.

I'm sure it will not be long before a 3rd party web services ad component, will be available for a plug-in into the majority of publishing systems.

By: Lamar Cole

Lamar Cole — Wed, 28 Sep 2005 21:24:41 +0000

Love is two people sipping Coca Cola from the same straw on a warm sunny day.

By: ID:entity

ID:entity — Tue, 11 Jan 2005 12:48:24 +0000

By: John Battelle

John Battelle — Tue, 11 Jan 2005 03:40:39 +0000

Hey Mark. I’m not saying that this would be lowest common denominator, far from it. The best ads win, the best performing ads on *your* site win. As to cost of sales, I’d argue this in fact would lower it – the “sales” job migrates to a “search” job of sorts – finding the best ads for your site.

By: Mark Jones

Mark Jones — Tue, 11 Jan 2005 03:33:33 +0000

John, you would know from your Industry Standard/IDG days that the last thing a publisher wants is to increase the cost of sales by picking from a "vast supply of advertisers."

I like the thinking behind your model, but still have a problem with the notion that the only way to build value is pursuing low-cost, commodity-style advertising. Is that the only model available for blogs? I'm both a blogger and exec at IDG Australia, and I'll take a high-margin model over a low-margin model any day. I'm sure many other bloggers would too.

By: Darren Rowse

Darren Rowse — Mon, 03 Jan 2005 06:25:25 +0000

I would have thought that what you're describing in the column is pretty similar to Affiliate advertising where the publisher searches an archive of ads and choses which to place on their site. Only difference being that they usually get paid for a solid lead or sale rather than a click.

I'm all for this type of system becoming more automated though because as a blogger (even a full time one) I don't have time to spend too much time searching for relevant ads for my blog.

By: Rob Leathern

Rob Leathern — Fri, 31 Dec 2004 19:40:52 +0000

I think this is a very fanciful notion of how advertising could/should/might work. Also, there's a big picture that encompasses both text-keyword-targeted ads and general ad banners as well.

Big and small publishers alike don't want to and cannot take the time to pick and choose among different advertisements. They're lucky enough if they can sell their inventory and make any general kind of thumbs-up or thumbs-down on what types of ads they run... mostly just rules like "no gambling ads" or "no porn ads" for the big guys. In fact, the whole notion of an advertising network is so that the small publisher doesn't have to mess around with individual advertiser relationships, but for many of these networks the publisher has little control on what ads are getting shown on their site, it is mostly a case of economics. The system's functioning and scale is predicated upon optimizing on an effective CPM.

If you stop and look at whose ad dollars are getting the most play online, the proportion of ads for mortgage refinancing, DVD subscriptions or VoIP service far outweighs what should be a healthy mix based on what consumers would want (on average) but it is driven by the margins these companies can derive from these products. More thoughts about this at analystblog - but I applaud the ideas behind this, just think it will take some time to shift the current (inefficient) balance.