During my time in the MSN Search team we worked hard on making advertising “relevant and accretive to the user experience”. In other words, if you’re thinking of displaying an ad to your customer, make sure the ad actually helps the customer accomplish something they want. This is one of the premises modern search engine businesses are built on: the ads on search result pages are useful more often than not, because they are based on the words you yourself typed in. It’s simple, it’s relevant, and it works.
Many online businesses are heading in the same direction—relevant ads, often text-based rather than graphical—and backing away from the untargeted ads typical of old-school Web portals and conventional media such as TV, radio, and print. Sadly, most brick-and-mortar world companies I’m familiar with simply haven’t grasped the “useful advertising” concept, or don’t care to. Case in point: Esso (Exxon Mobil) recently installed TV screens in their gas stations around Toronto.
“. Well, I think he’s right: it’s still a good read, albeit tinged for me by some sheepishness and mild buyer’s remorse. Thanks for the link Steve.
Recent Comments