Tuesday, March 04, 2003

Google and Targeted Advertising Google announced today (http://www.google.com/press/pressrel/advertising.html) a "content-targeted advertising" service which proposes to replace general website ads with "relevant sponsored links" similar to those displayed in its own search engine, and in the search pages of its affiliates.  Here's how "content-targeted advertising" by Google appears to work: Google's proprietary classification engines identify "the meaning of a web page" Based on that, and presuming a 3-way arrangement between Advertisers - Google - Websites, Google then automatically serves "relevant" ads from its stable of participating advertisers Relevance to a website is [apparently] based on Google's classification scheme, and the order of relevant ads served is [apparently] based on Google-measured click-through response rates [now competing with Double-Click and others]. Here's a link to a Motley Fool article about this: Google's Banner Day. The search king moves into third-party advertising. [The Motley Fool] and another in Wired News: http://www.wired.com/news/business/0,1367,57900,00.html 4:04:09 PM    comment []

Cable vs Broadcast Advertising An interesting article in Cableworld about the difference between Broadcast Network and Cable Network advertising rates. Among other things, Cableworld points out that cable advertising CPM's are half that of the Networks in prime time... "According to Nielsen Media Research's Monitor-Plus service, which measures ad spending in all major media, buyers spent $21.10 to reach each 1,000 viewers in the key 18-to-49-year-old demographic (called cost-per-thousand, expressed as CPM in agency jargon) during prime time on broadcast, compared to $10.60 on cable." 12:08:59 PM    comment []