January 21, 2013
John Battelle predicted the commercial rise of Search (GOOG) back in 2005 in his book with the subtitle ‘ How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture’ . One of his central metaphors was ‘the database of intentions’. Advertisers would pay huge sums of money to place an ad(word) triggered by a search term If someone is looking for a nice holiday farm in Tuscany it might make sense to place an ad for just that and hope that someone might click. Right so. The rest is history one might add.
Now intentions are under pressure. Amazon has this huge database with people who actually bought something. An act to buy is behavior. Actual behavior is far more interesting information for advertisers. Not for all products and services maybe, but for a lot.
Amazon woos advertisers with what it knows about consumers.
October 21, 2010
This morning I received a tweet that pointed me to a debate organized by The Economist. This magazine is very succesful as a paper product, with great content and a huge circulation. At the same time it is a prime example of a media company that tries to understand the impact of the move to bits and actually really produces new forms of digital content. Content that matters.
The debate is on the question whether or not computing is the most important technology that originated from the last century. Two opposite views are expressed by top of the bill experts. Everyone can vote and comment. Very interesting views and opinions by readers are posted. The user engagement is quite long, I stayed at least for one hour and it had my full attention. I certainly will come back.
Of course I had to register and of course I will receive marketing materials from The Economist, but I don’t mind. I signed up for it.
The debate is sponsored by Intel. I did not object to this at all, on the contrary, I liked it. When was the last time you admired an advertiser for bringing you something on a screen?
So it can be done. Watch and judge for yourself.
Enter the debate at the medium right.
October 4, 2010
Last week Sir Martin Sorell, chief executive of WPP, the biggest global ad agency, shared two surprises. One is quite remarkable: the recovery of old media. Not all though. Newspapers, particularly regional papers still suffer. Magazines slowly see budgets come back.
TV, in most countries the main advertising medium, is by far the old media winner.
Campaigns to persuade people to consider one product over another, or actually go out and buy something, are well suited to digital outfits, with their superior ability to track and segment audiences. Experiments with social media are on the rise.
But, when awareness has to be created or emotional experiences need to be offered, TV is the medium to be.
The whole article can be found here. The box rocks.
October 1, 2010
John Battelle, cofounding editor of Wired amongst many other very interesting achievements, published in 2005 his book’ The Search. How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture’.
In this, in my view still unchallenged, book he introduced The Database of Intentions. The concept is very simple. GOOG and others know what we want, like, desire, want to know more about, are looking for, etcetera. That can be monetized and they sure did.
Now that bits of content are spreading to more mobile media and TV, still the Holy Grail in the eyes af many advertisers, we will see all kinds of search inspired advertisements pop up. Wheter or not one likes this, is not important, it will happen. Advertisers need eyeballs, at least that’s what they think.
A month ago Nedstat, one of the companies I admire and have been following from it’s very early days, has been acquired by comScore. We will see some very interesting moves by them is my expectation.
Intentions are one thing, data another. It still is what people do, isn’t it?
September 28, 2010
Terence Kawaja, former investment banker and maker of video parodies, introduced a new version of the ad tech landscape recently.
One wonders why online advertising is such a hassle.
September 8, 2010
Advertising Age obtained a document on ad spending on Google Search in the U.S. Some interesting things can be learned from it. For me it was the simple fact that most of the money comes from large advertisers and is directly billed by GOOG.
Here are some excerpts.
‘………..While the search-spending document obtained by Advertising Age is not a complete list of advertisers on Google, the accuracy of its data was verified by multiple sources with direct knowledge of spending levels. It’s a revealing cross-section of Google’s business that gives some clarity to one of the most opaque areas of ad spending, and the lifeblood of many American businesses……….’
‘…………The accounts listed are distributed broadly in terms of spending levels. The document shows 47 advertisers that spent more than $1 million in June; 71 that spent between $500,000 and $1 million, and 357 that spent between $100,000 and $500,000. These are direct-billed customers only, not the many thousands of small self-serve advertisers that make up Google’s long tail, a key component in its $23 billion global annual revenue………….
The complete article can be found here. The question remains who leaked the info.