|Google Adsense makes all other Advertising networks eat dust|
After using Google Adsense for around less than a month, I find all other advertising networks out of class. Not only do the revenues earned from them seem meagre in comparision, but their targetting also makes me feel sick. Ever seen a Viagra ad on an educational reference site.
Do any of you share the same thoughts? It was time we got some great targeted ads and Google's got us just that :)
Must agree that adsense is superior to most but I would look out for Yahoo! now that they have purchased Overture they are in a good position to beat G and also they could match and maybe better G's relevancy now they have Ink and Fast tech.
If you take the analogy of UK supermarkets, more and more power in fewer and fewer hands, has driven suppliers prices into the dust.
However you could argue that two competing super sites could fight for content suppliers, and drive prices paid up.
You can see why cartels have happened, and why legislation has been put into effect to (try to) prevent them! Who knows what will happen, wonderful thing about the web, it moves quickly and in mysterious ways
So far,Adsense is paying (me) 20 cents (or more!) per click. I doubt it will last. CPC's will drop, A LOT.
But Adsense would still be a good a idea, even at a fraction of these high, introductory CPC's.
Whether your production comes true will be determined by supply and demand. More specifically:
- Supply and demand for content ads, which will affect bid prices; and...
- Supply and demand for publishers (especially publishers in high-profit/high-demand categories), which will be determined, in part, by how Yahoo/Overture respond to the threat posed by AdSense.
I've been serving banners since before Flycast was a glimmer in some ad broker's eye. Google has, imho, used their command of search technology to pistol-whip the other ad networks.
But, I predict that it's not just the ad networks that will feel the brunt of "algo-ad-placement" --online media buyers, put your head between your knees and kiss your (well, you know the rest). A large chunk of your work has just been displaced by technology.
|But, I predict that it's not just the ad networks that will feel the brunt of "algo-ad-placement" --online media buyers, put your head between your knees and kiss your (well, you know the rest). A large chunk of your work has just been displaced by technology. |
Big companies will keep using media buyers and agencies, but entrepenurial small, medium and some divisions in large companies will be able to leverage this.
Maybe, but there are signs that Frito-Lay and a few others are beginning to see what we've known for quite a while now. Besides, AdAge and others are educating the top brass pretty quickly.
Internet Ad Spending Continues To Increase [adage.com]
Media buying without optimization tools that do the work for you -> yes, that will quickly become a part of internet history.
Then again, so is buying traffic with no idea of what you are going to do with that traffic and a large chunk of the media buying market still doesn't use the right technology for closed loop & ROI tracking properly.
Still, the other advertising networks don't stand a chance with the effective CPM that Google is giving away at the moment, even if it drops drastically in the long term, by then the other networks bubbles will be "burst" ;)
There are many situations where a large advertiser might decide to bypass an agency/web site optimizer and use Adwords directly.
Scenario #1 The company’s site has already been setup to track referrals and is already user friendly enough that all it needs is traffic.
Scenario #2 One of those one-time only deals such as a contest introducing the latest colored sugary water or salty snack. Buy “potato chip” or “cola” and send them to that site.
If I am a brand manager for one of a hundred products for Procter & Gamble, and I need to show some kind of results, if not in sales at least in the number of consumers that show an interest in my product, but I only have $50,000 to spend in internet advertising this Qtr. I might as well go with adwords. It would be more cost-effective in dollars per pair of eyeballs as compared to outsourcing my internet purchases.
Hats off to Google! Three years down the line, Yahoo wouldn't even have dreamt that Google would eat its market share, when it introduced Google search on its site.
Yahoo gave it a good promotion and Google picked it up from there by developing super innovative webmaster & surfer friendly search technology and using it to their benefit.
In this topsy-turvy internet business, where do you see the Search engines position three years from now!
SE advertising is all the buzz lately, and not just at WebmasterWorld. I don't think it's a stretch to say that its success puts new pressure on other media to deliver.
|Instant online media performance figures have proven taunting to broadcast specialists, who must sometimes rely on trusting their ad rep that certain spots will deliver the desired results. The traditional media data usually comes back weeks later, far after the point where a makegood can make any difference to a seasonal or promotional campaign. |
Traditional Media Seeks Online's Accountability [up2speed.com]
|...no one is immune from these new marketing pressures, including corporate marketers themselves, who he said would be exiled from the "corporate suite," if they fail (typo fixed -rcj) to prove their accountability. |
As for their relationships with ad agencies, Liodice rubbed a soar wound, noting they would continue to be "strained." He cited the "explosion of in- house" agencies and greater oversight from corporate procurement departments over agency compensation agreements.
Ad Chief: Increased Accountability Spells Trouble For Agencies, Media and Marketers [mediapost.com]
"CEOs are holding marketers accountable for the effective management of billions of dollars in marketing expenditures. There is little tolerance for soft measures, excuses and explanations."
My position always has been that its the marketing dollars of the large organisations that will alter the Internet advertising market, rather than the "buy traffic, sell widgets marketeers" that exist mainly today on the net.
I believe that the advent of the big companies will push up bids, as they move money from "traditional" outlets into the Internet.