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Yahoo To Test Banner Ads

     
7:36 pm on Apr 28, 2005 (gmt 0)

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WebmasterWorld Administrator brett_tabke is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

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[eweek.com...]

A Yahoo Inc. spokeswoman confirmed this week that the company's search-marketing division, formerly known as Overture Services, plans to start testing graphical banner ads displayed based on their relevancy to a Web page's content in the next few weeks.
9:18 pm on Apr 28, 2005 (gmt 0)

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tit for tat ;)
9:22 pm on Apr 28, 2005 (gmt 0)

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Looks like yet another long-time rumor is finally materializing.
9:56 pm on Apr 28, 2005 (gmt 0)

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Gonna be interesting to see which course of action they will choose. Will they do more or less the same as Google or something fundamentally different? (My guess definitely is the latter.)

And how will Google react to the challenge? How many new features will they dig out of their strongbox with secret plans? They will have been considering for a long time beforehand what Yahoo might be expected to do and what their own answers ought to be.

What will the advertisers say? And the publishers? Webmasterworld will be buzzing!

3:09 am on Apr 29, 2005 (gmt 0)

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Seems like deja-vu. I think it was Altavista that was doing this in the late 90's era.
11:37 am on Apr 29, 2005 (gmt 0)

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This seems related to the "Think Big" contest, which means they are obviously very serious about this.

I find it curious, though, that webmasterworlders are reacting with surprising disinterest to this clear attempt at migration to banner ads.

Is it because they don't really see this going anywhere?

Google and Yahoo are making a big play for branding dollars and if this were to work out in a big way, it would be painful for independent, small business brands.

After all, we succeed on our ability to provide a service, not to grab mindshare, something which requires a significant investment even in the tiniest of niches because the minds of potential customers are already cluttered by the large brands.

But, at the same time, I think search engines succeed on their ability to provide very relevant content. If they're cluttering above the fold with results which are not directly relevant to their searches I can only imagine the user experience will suffer and people will migrate elsewhere.

After all, isn't that how Google won in the first place? Clean, simple superior search interface?

Or are we seeing a search cartel develop here between Google, MSN, Yahoo with a complicit agreement amongst them to create an equally painful user experience so that searchers will have no choice but to sit and be brainwashed by the big brands? And as a cartel they can make huge inroads into brand marketing?

What do people think? Shouldn't we have strong opinions on this? After all this is pretty relevant, because for all the serp grubbing people do, in the end it is what is above the fold that matters.

1:30 pm on Apr 29, 2005 (gmt 0)

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I find it curious, though, that webmasterworlders are reacting with surprising disinterest to this clear attempt at migration to banner ads.

It's because banners are rubbish. I've used them in several different forms for several different products with several different offers with several different publishers (including google awords). They simply are not as effect as keywords for pure click-through.

Maybe they help with branding and product awareness, but as a product reseller I couldn't give two-hoots about that.

1:52 am on Apr 30, 2005 (gmt 0)

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Banner ads get less than 1% click through, my text ads are running 28 - 115%, Banners look great to the corporate world, but in pratice, don't get noticed by Joe Consumer.
2:07 am on Apr 30, 2005 (gmt 0)

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115%?

:o)

4:19 am on Apr 30, 2005 (gmt 0)

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Interesting. I wonder if they even could be proven to have a negative effect because of the irritation factor.