| I was at Advertising 2.0 yesterday. It was after the company Christmas lunch so if I was tired and emotional, I apologise :) Some thoughts:- eBay are polluting the online advertising market by posting very large numbers of very generic ads. They have a huge number of potential advertisers in that every person who posts a auction is a potential advertiser. So they should turn their advertising department from a cost centre into a profit centre. Either by competing with Google AdSense or by acting as an intermediary for them and offering a cost plus service to advertise specific auctions. The advertising industry talks a lot about Advertisers and Agencies on one side with customers and their eyeballs on the other. But this game has 3 legs and they hardly ever talk about the 3rd leg; Publishers. And frankly advertising currently sucks from the point of view of the publisher. Consider three examples. - Ecademy is a social network for business people. Predominantly sole traders and SMEs. It's a site solidly in the Fat Middle of the Long Tail curve. Finding and serving appropriate advertising is hard. And Google AdSense is too tightly targeted. Ecademy's members don't take kindly to advertising for their competitors on their pages. - UK Poli Blogs is one of the best aggregators of Political blog thought in the UK. AdSense tries hard but is largely ineffective. - This weblog is fairly focussed so why do I only get Ads for blog hosting? Wouldn't it be nice if a publisher could click on an Ad and say "Show this Ad and ones like it on my site" Maybe Ad Agencies should morph their offering so it's more of a partnership. They could do what they do now. But also provide Ad Serving for campaigns which the publisher sells direct at a reduced margin. |
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[ 14-Dec-06 8:24pm ] [ advertising
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