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Google Adwords - The new era of advertising
August 18, 2005
Google is on its path to rewrite the advertising scenario. There is evidence of a paradigm shift in advertising. More and more money is being spent on online through the search advertising methods. This has caused quite a flurry at Madison Avenue.
The key reason why search advertising is so efficient is due to its relevance. The ad creative is presented before its target when the target is searching for just that. This is very very powerful.
The target or the person who is searching, is receptive and even eager for the content that is presented before him/her. Contrast this to the 30-second spots that come up often when you are watching an episode of Friends on TV. The latter is an unwelcome intrusion in most cases, a break (yes aptly named commercial break) that you get to fetch a soda or a bag of chips!
As more and more people are spending increasing amount of time online, the demand and audience for online search advertising just keeps growing. With the wider adoption of broadband, this could evolve into image or video ads.
The other key reason why search advertising is efficient is due to its interactive nature. When the advertisement content is presented before the target, there is a response that is immediately available from him or her. Why and how this makes search advertisement efficient will be the subject of my next blog.
Posted by liveit at August 18, 2005 12:44 AM