Therefore the success of the program has not been a big secret; many case studies into how we perceive the internet recognise that we have adopted such traits as “banner blindness”, where traditional garish advertising schemes prove ineffective. Pop-ups naturally deter visitors, and flashing banners are ignored. Google’s simple text based adverts prove to be a valuable resource, rather than a detraction from ones online experience, and it still remains a mystery to me why Microsoft have been so slow to react, and take its share of the contextual advertising market.
Two years late, Microsoft eventually took on Google at their own game, launching adCenter. Yes that is the same prefix, have they no shame? Microsoft were the Buy Google Reviews last of the big three (Google, Yahoo!, Microsoft) to develop its own advertisement delivery system, previously adopting Yahoo!’s adverts on their networks, taking a cut of the profits. In early 2006, microsoft’s contract with Yahoo! expired and subsequently only their adverts were displayed. Microsoft’s networks reach nearly two out of every three online users today,
creating great potential adCenter. Microsoft refuse to be behind the game, introducing new features allowing advertisers to target their adverts based on demographics, and even to increase their bids to target users of a certain demographic more aggressively. AdCenter also allows advertisers to run their ads on specific days of the week, and even on certain times of day, a feature Google AdSense only adopted recently.
Should Google be worried? Advertising is big business, and its growth on the internet is relentless. There’s room enough even for the three giants to jostle, but it will be interesting to see which direction advertising takes next.
The new Buzzword in town is “Behavioural Advertising”, a system that targets adverts based on an users surfing habits, rather than the content of the website they are surfing. Recent studies have shown that behavioural advertising generates lower click through rates, and higher conversion rates – where a click converts into a sale of a product or service. This means that an advertiser needs less clicks on his advert, to generate a greater number of sales!