Lesson was to separate content bidding from search bidding.ĬPM model: Site targeting with Google. No tracking and the content ad bids were the same as search. Client ran short term campaigns and not ongoing. Yet another case study showed what not to do. Shows example of client case study where contextual ads were a better match for going after long tail keywords. Growth in direct navigation revenue averages at $170 per domain and is a significant market. Shows another example of how Flickr tested using tags to display contextual ads.Īnother area place where contextual ads appear are with direct navigation and parked domains. Gives example of a client that was not tracking well and putting a lot of energy into regular PPC ads, but most of their conversions were coming from contextual ads. Only a small number of advertisers are tracking contextual well enough to understand how well it's performing for them. Next up is Andrew Goodman who did a short presentation covering the contextual ad landscape. Also specialisation, where search marketers today may become the advertising agencies of the future. What's next? Distribution through additional media, targeting enabling better results for advertisers and a better user experience for users. Google's acquisition of dMark will enable advertisers the opportunity to bid on ads via radio.Īdvertisers would do well to understand the market and where it's going for a competitive advantage. You can now go online with Google and bid on print ads. Contextual is an opportunity to expand beyond search. There's been progress, but there's a lot more opportunity with contextual advertising. It will be interesting to see what MSN rolls out. Also MSN ContentAds with a planned beta launch sometime in 2006. Explains this will happen as Yahoo develops the number of advertisers in their program.Ĭompetitors in the space include Amazon that is beta-testing a contextual ad network and affiliates. Shows another example where all YPN ads are irrrelevant. Gives example of CNN where ads are displayed from Yahoo (YPN) where some are relevant, some are not. Was it a cooincidence?Ĭhanges in the Google program include the ability to place separate bids per ad group, being able to track separate ads at the AdGroup level, being able to choose sites to run your ads on and being able to pay a CPM and build your own network.Ĭontextual advertising still has a ways to go. Major revisions in Google's program followed shortly. With the "monopoly" over the contextual advertising market, Google made few changes until 2005 when Yahoo launched the Yahoo Publisher Network (YPN). Contextual started in 2003 and are dominated by Google. Search engines serve as a point of contact to a huge universe of advertising opportunities. Publishers benefit from a new revenue stream, accessing thousands of advertisers they may have not otherwise had access to.Īdvertisers benefit from the additional sources of traffic. Contextual ads allow search engines to monetize 85% of pages on the internet. Search engines benefit as contextual ads have been a significant revenue generator. Shows contextual ad exmaples from the New York Times. He starts by explaining what contextual advertising is. Over 30? About 10-20% of the audience raised their hands.įirst up is Peter Hershberg of Reprise Media. Other speakers include: Brady Byrd of NewGate Internet and Peter Hershberg of Reprise Media.Īndrew Goodman starts out with a description of contextual ads and a poll: How many are running contextual ads and makes up over 20% of spend. As part of the SES Advertising Track, this session covers the considerations for running your PPC ads in a contextual environment.
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