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The idea behind Overture's contextual advertising product is to take the vast amount of information it has about a page's contents in order to match up an ad with that content. As an example, Meisel said a sports page on a portal could contain a number of targeted links from an Overture advertiser.
From now on, you will search at one of their properties, and then you will, instead of being delivered to the site whose link you (presumably) clicked on, you'll be taken to a page about that site instead.
This way, they (OAF) will be able to show targeted advertising every time somebody wishes to visit your site, or searches with keywords relating to your site.
Users, when they click the 1st link, will be presented with a selection of advertisements (OAF links) which will NOT be marked as ads, but rather as 'Informational Links Related To This WebSite'.
And then, at the bottom, in very small print, will be a link, "to actually view this site, please click here..."
As an example, Meisel said a sports page on a portal could contain a number of targeted links from an Overture advertiser
Overture is lagging behind Google in this department. Google is already showing AdWords advertisement at Google Groups based on the content.
Epinions as well, from Overture (see bottom of page...)
Those are targeted placements that - in many cases - dont' require a user to 'search' before being displayed...so, Overture is 'on the ball' when it comes to this.
Though personally, I believe the effectiveness of these placements aren't as great as when a user actually is searching for stuff. :)
Google is already showing AdWords advertisement at Google Groups based on the content.
AdWords are also now showing on some blogspot.com sites. (They may have been before, too, but I never was on a blogger or blogspot site until today. I know, blogger newbie.)
I listened to the FAST conference call. I actually wasn't alarmed at what I heard. I think they've got some good ideas. Whether they've already been done doesn't necessarily mean they won't work for OAF too.
Boy I hope OAF becomes part of the lexicon.
Overture also announced Tuesday that it will offer new features, such as local search and contextual advertising, which it had been researching for several months
[edited by: heini at 8:50 am (utc) on Feb. 26, 2003]
Are you saying that MSN or other search engines with Overture ads will not provide pay-per-click links to websites but will show links to Overture Ad-pages - with more ads on them, using your content to create the ad-pages?
joined:Jan 27, 2003
Apparently Overture have been testing with Gator
Anyone have any better information (proving or disproving)?
My Overture rep had no information on this. Frankly, if they are using Gator I'm gone. ROI or not -- I don't want to be affiliated with that whatsoever.
Ok, I actually ran a search for it and found a ton of info on this. Looks liek the information is real, news.com and a handful of blogs (some quoting Overture Rep Emails) all commenting on it.
Looks like I'm finally closing my overture account.
joined:Jan 27, 2003
There is a brief response from Overture with the usual nonsense like:
Please note, all authorized distribution of Gator Corporation software products are "permission-based," and require an active consumer action before the software is downloaded and installed.
Yeah right, they got me fooled...
As indignant as I and most webmasters are about Gator, Kazaa, and all the various iterations of scumware, the real question to ask is "Is it effective?" Does it provide good ROI for the advertisers? I personally HATE the concept, but have clients and prospects asking does it work, where do we signup? Can't we just test it? I've been able to talk them out of it, but the posture of "because its stealing traffic from your competitors" just doesn't make sense to most of them.
As far as Overture testing with Gator, this is no surprise.
This may work out for OV. OF course it will require tons of testing dollars coming from US. Don't count on this being an optional service.
joined:Jan 27, 2003
Indeed it is. And it's safe to say that a high proportion of people who see Gator ads never requested the download, don't know it's there and don't know where the ads are coming from or how to stop them. This cannot fail to affect ROI and also lessens the effect of these types of ads in general
I don't want visitors of this type. I thought we were paying Overture for ultra-targeting?
Whatever way you look at it, as a consumer, webmaster, advertiser, whatever this is not good for us or Overture.
it's safe to say that a high proportion of people who see Gator ads never requested the download, don't know it's there and don't know where the ads are coming from or how to stop them.
Exactly. The industry where most of my ad spent is in is a 'service' industry. 'Integrity' is very important, and to be affiliated with pop-up, pop-under, pop-anything ads doesn't help, nevermind the stigma of Gator and it's ilk.
I was even hesitant to participate in the trial period for AdWords because I'm not a large fan of banner ads in this industry as the ROI is usually very very low. (I use Privoxy to block most of them anyway).
Contrary to the current rumours circulating about Overture's physical placement of CTAs, I believe that this week's talks with Gator are the closest thing to the truth. This is a real shame. Gator is the biggest Scumware company around...