Online Advertising – Before Google and After Google

With due respect and regard to Aldous Huxley, the online advertising can be divided into 2 periods – Before Google and After Google.

When the first banner ads appeared on wired.com, it was like the caveman discovering fire. Soon the internet space was having websites with “To-let” boards for ad spaces. The progression of the advertising opportunities continued in a brisk space.

From flat rates for a select period, they got into impressions. Then it got improved to geo targeting, time targeting, and more specific in terms of IP address or person targeting.

Like the famous poem by Robert Browning, there were big ads, small ads, tall ads, short ads, expandable ads, static ads, appearing ads, disappearing ads, form ads, collapsible ads, yes ads and no ads…

By 2003, the online pundits were talking about having the perfect analysis tools and also that they have perfected the art of giving the optimum ROI for the online campaign. Pundits were talking about how effective online campaigns can be vis-à-vis their offline counterparts.

This was all in the year Before Google.

Google – a favorite destination of people searching for something or anything on the web, was creating ripples in the online world for various reasons – the technology of using algorithms to rank the pages and throw the result (rather than indexing the pages manually), on the wall street, and of course, the organic search engine optimization.

So a few bucks, Google started putting text ads on the right side of the search result pages, (titled under sponsored links), for which the advertisers needed to pay only when someone clicks on their text ads. The reason for their ads thrown up would depend on the list of keywords the advertiser would select. The results thrown in your favor would depend on an age old tradition – written about in the Bible, and was prevalent world over today- Auction. The highest bidder was entitled for better position, and hence the chances of his ad seen and clicked are higher. Thus came into being the Search Engine Marketing – or Pay Per Click Model.

The new era in online advertising has arrived. After Google.

Today’s online advertisers, when doing their media planning, ask “Google, then what?”

The revenue spends on SEM are increasing phenomenally. The SEM marketing worldwide for 2006 is forecasted at 6 Billion USD. By year 7 AG (year 2010 AD for all you illiterates) they expect that almost 50% of the online spends would be related to SEM.

Google can today ask the online advertisers or media planners – “You are either with us or you are against us when you plan your online campaign”

What does the future of SEM looks like –

From what I foresee, we currently see search results being thrown up on universal algorithm… the future it will become more localized. Here what I mean is that in case I search for keyword – ‘news’, from, say Bangalore, India, I would be thrown the results of Bangalore news, by default. Hence search becomes more localized, and Google will offer SEM based on Geo targeting. If I am a home delivery joint based in Bangalore, my ads appear only if someone is using Google search from Bangalore. Thus there will be more small time advertisers, who can get value for money (ROI) for their ad budget.

Google would also take the banner advertising into next level, with the contextual ads, wherein I can assign keywords to my specific creative,

Google can throw up ads depending on what you think., or maybe next time you go to sleep, you will need to first goto google dreams (of course, it will be a beta version) and search for your dream content, and click on the result thrown up, to dream on the topic you want to 

With Google, as a short and famous French General said, nothing is impossible.

Cheers

Santosh

PS: Have you Googled today?

Imp: The dates are figures mentioned are indicative... I was bored to Google today to find out the details :)

Online Advertising – Before Google and After Google

With due respect and regard to Aldous Huxley, the online advertising can be divided into 2 periods – Before Google and After Google.

When the first banner ads appeared on wired.com, it was like the caveman discovering fire. Soon the internet space was having websites with “To-let” boards for ad spaces. The progression of the advertising opportunities continued in a brisk space.

From flat rates for a select period, they got into impressions. Then it got improved to geo targeting, time targeting, and more specific in terms of IP address or person targeting.

Like the famous poem by Robert Browning, there were big ads, small ads, tall ads, short ads, expandable ads, static ads, appearing ads, disappearing ads, form ads, collapsible ads, yes ads and no ads…

By 2003, the online pundits were talking about having the perfect analysis tools and also that they have perfected the art of giving the optimum ROI for the online campaign. Pundits were talking about how effective online campaigns can be vis-à-vis their offline counterparts.

This was all in the year Before Google.

Google – a favorite destination of people searching for something or anything on the web, was creating ripples in the online world for various reasons – the technology of using algorithms to rank the pages and throw the result (rather than indexing the pages manually), on the wall street, and of course, the organic search engine optimization.

So a few bucks, Google started putting text ads on the right side of the search result pages, (titled under sponsored links), for which the advertisers needed to pay only when someone clicks on their text ads. The reason for their ads thrown up would depend on the list of keywords the advertiser would select. The results thrown in your favor would depend on an age old tradition – written about in the Bible, and was prevalent world over today- Auction. The highest bidder was entitled for better position, and hence the chances of his ad seen and clicked are higher. Thus came into being the Search Engine Marketing – or Pay Per Click Model.

The new era in online advertising has arrived. After Google.

Today’s online advertisers, when doing their media planning, ask “Google, then what?”

The revenue spends on SEM are increasing phenomenally. The SEM marketing worldwide for 2006 is forecasted at 6 Billion USD. By year 7 AG (year 2010 AD for all you illiterates) they expect that almost 50% of the online spends would be related to SEM.

Google can today ask the online advertisers or media planners – “You are either with us or you are against us when you plan your online campaign”

What does the future of SEM looks like –

From what I foresee, we currently see search results being thrown up on universal algorithm… the future it will become more localized. Here what I mean is that in case I search for keyword – ‘news’, from, say Bangalore, India, I would be thrown the results of Bangalore news, by default. Hence search becomes more localized, and Google will offer SEM based on Geo targeting. If I am a home delivery joint based in Bangalore, my ads appear only if someone is using Google search from Bangalore. Thus there will be more small time advertisers, who can get value for money (ROI) for their ad budget.

Google would also take the banner advertising into next level, with the contextual ads, wherein I can assign keywords to my specific creative,

Google can throw up ads depending on what you think., or maybe next time you go to sleep, you will need to first goto google dreams (of course, it will be a beta version) and search for your dream content, and click on the result thrown up, to dream on the topic you want to 

With Google, as a short and famous French General said, nothing is impossible.

Cheers

Santosh

PS: Have you Googled today?

Imp: The dates are figures mentioned are indicative... I was bored to Google today to find out the details :)

Online Advertising – Before Google and After Google

With due respect and regard to Aldous Huxley, the online advertising can be divided into 2 periods – Before Google and After Google.

When the first banner ads appeared on wired.com, it was like the caveman discovering fire. Soon the internet space was having websites with “To-let” boards for ad spaces. The progression of the advertising opportunities continued in a brisk space.

From flat rates for a select period, they got into impressions. Then it got improved to geo targeting, time targeting, and more specific in terms of IP address or person targeting.

Like the famous poem by Robert Browning, there were big ads, small ads, tall ads, short ads, expandable ads, static ads, appearing ads, disappearing ads, form ads, collapsible ads, yes ads and no ads…

By 2003, the online pundits were talking about having the perfect analysis tools and also that they have perfected the art of giving the optimum ROI for the online campaign. Pundits were talking about how effective online campaigns can be vis-à-vis their offline counterparts.

This was all in the year Before Google.

Google – a favorite destination of people searching for something or anything on the web, was creating ripples in the online world for various reasons – the technology of using algorithms to rank the pages and throw the result (rather than indexing the pages manually), on the wall street, and of course, the organic search engine optimization.

So a few bucks, Google started putting text ads on the right side of the search result pages, (titled under sponsored links), for which the advertisers needed to pay only when someone clicks on their text ads. The reason for their ads thrown up would depend on the list of keywords the advertiser would select. The results thrown in your favor would depend on an age old tradition – written about in the Bible, and was prevalent world over today- Auction. The highest bidder was entitled for better position, and hence the chances of his ad seen and clicked are higher. Thus came into being the Search Engine Marketing – or Pay Per Click Model.

The new era in online advertising has arrived. After Google.

Today’s online advertisers, when doing their media planning, ask “Google, then what?”

The revenue spends on SEM are increasing phenomenally. The SEM marketing worldwide for 2006 is forecasted at 6 Billion USD. By year 7 AG (year 2010 AD for all you illiterates) they expect that almost 50% of the online spends would be related to SEM.

Google can today ask the online advertisers or media planners – “You are either with us or you are against us when you plan your online campaign”

What does the future of SEM looks like –

From what I foresee, we currently see search results being thrown up on universal algorithm… the future it will become more localized. Here what I mean is that in case I search for keyword – ‘news’, from, say Bangalore, India, I would be thrown the results of Bangalore news, by default. Hence search becomes more localized, and Google will offer SEM based on Geo targeting. If I am a home delivery joint based in Bangalore, my ads appear only if someone is using Google search from Bangalore. Thus there will be more small time advertisers, who can get value for money (ROI) for their ad budget.

Google would also take the banner advertising into next level, with the contextual ads, wherein I can assign keywords to my specific creative,

Google can throw up ads depending on what you think., or maybe next time you go to sleep, you will need to first goto google dreams (of course, it will be a beta version) and search for your dream content, and click on the result thrown up, to dream on the topic you want to 

With Google, as a short and famous French General said, nothing is impossible.

Cheers

Santosh

PS: Have you Googled today?

Imp: The dates are figures mentioned are indicative... I was bored to Google today to find out the details :)

Its all about CAMA

Hi..

It has been a while since I increased the bytes in my blog. I shall blame it on something called writer’s block. Well, this time around the block has been too big, way too big. I have been working on breaking this block, but did not find enough gelatin sticks.

Every writer, worth his salt, goes through this period of block… the key to overcome this is to hit the keyboard hard. Usually, most of us tend to use the ‘Backspace’ or the ‘Delete’ keys a lot, during this phase.

Well, the other day someone asked me, how to make a kickass online campaign. It made me wonder, on what would be the ingredients to make a great online campaign.


CAMA. That is the solution. Creative + Account + Media + Analysis

Creative:
Let us be frank, everyone talks about a great creative. Especially when you are online, it is a great creative that will entice you towards what you need to communicate. Unlike the creatives of other media, on the online space, the creative can be interactive. You could have your creative placed on someone free email inbox, calling out the person by name – yeah, it would be a kickass of a creative. And of course, a great creative will win you awards 


Account:

In the evolution of any ad campaign online or offline, it is the Account/ client serving team that acts as a mid wife. The success of the birth of any campaign, would depend upon them. Accept the fact, all you advertising guys, that the prime obstacle, is selling the concept to the client, and THEN to the consumers

Media:
The abundance of websites, makes it very hard job for any media planner to make the optimum use of the ad budgets he needs to spend online. From the ubiquitous Google networks to niche sites, to blogs to networking sites, the choices are many. Where we reach them, when we reach them, and how we reach them are all the more important to make an effective campaign. The great creative your client had approved, shall go like the ship in the dark if it is not placed properly.


Analysis:
Online campaigns are more evolved that other media. The ads can be tracked, and monitored on realtime basis. The creative units can be shuffled across and frequency capped to give the client the best ROI.


Each of the CAMA bit is a topic onto itself. There are ways and means that these can be achieved.

While I look out for means and ways to break my writer’s block, you all have a great time

Cheers

Its all about CAMA

Hi..

It has been a while since I increased the bytes in my blog. I shall blame it on something called writer’s block. Well, this time around the block has been too big, way too big. I have been working on breaking this block, but did not find enough gelatin sticks.

Every writer, worth his salt, goes through this period of block… the key to overcome this is to hit the keyboard hard. Usually, most of us tend to use the ‘Backspace’ or the ‘Delete’ keys a lot, during this phase.

Well, the other day someone asked me, how to make a kickass online campaign. It made me wonder, on what would be the ingredients to make a great online campaign.


CAMA. That is the solution. Creative + Account + Media + Analysis

Creative:
Let us be frank, everyone talks about a great creative. Especially when you are online, it is a great creative that will entice you towards what you need to communicate. Unlike the creatives of other media, on the online space, the creative can be interactive. You could have your creative placed on someone free email inbox, calling out the person by name – yeah, it would be a kickass of a creative. And of course, a great creative will win you awards 


Account:

In the evolution of any ad campaign online or offline, it is the Account/ client serving team that acts as a mid wife. The success of the birth of any campaign, would depend upon them. Accept the fact, all you advertising guys, that the prime obstacle, is selling the concept to the client, and THEN to the consumers

Media:
The abundance of websites, makes it very hard job for any media planner to make the optimum use of the ad budgets he needs to spend online. From the ubiquitous Google networks to niche sites, to blogs to networking sites, the choices are many. Where we reach them, when we reach them, and how we reach them are all the more important to make an effective campaign. The great creative your client had approved, shall go like the ship in the dark if it is not placed properly.


Analysis:
Online campaigns are more evolved that other media. The ads can be tracked, and monitored on realtime basis. The creative units can be shuffled across and frequency capped to give the client the best ROI.


Each of the CAMA bit is a topic onto itself. There are ways and means that these can be achieved.

While I look out for means and ways to break my writer’s block, you all have a great time

Cheers

Its all about CAMA

Hi..

It has been a while since I increased the bytes in my blog. I shall blame it on something called writer’s block. Well, this time around the block has been too big, way too big. I have been working on breaking this block, but did not find enough gelatin sticks.

Every writer, worth his salt, goes through this period of block… the key to overcome this is to hit the keyboard hard. Usually, most of us tend to use the ‘Backspace’ or the ‘Delete’ keys a lot, during this phase.

Well, the other day someone asked me, how to make a kickass online campaign. It made me wonder, on what would be the ingredients to make a great online campaign.


CAMA. That is the solution. Creative + Account + Media + Analysis

Creative:
Let us be frank, everyone talks about a great creative. Especially when you are online, it is a great creative that will entice you towards what you need to communicate. Unlike the creatives of other media, on the online space, the creative can be interactive. You could have your creative placed on someone free email inbox, calling out the person by name – yeah, it would be a kickass of a creative. And of course, a great creative will win you awards 


Account:

In the evolution of any ad campaign online or offline, it is the Account/ client serving team that acts as a mid wife. The success of the birth of any campaign, would depend upon them. Accept the fact, all you advertising guys, that the prime obstacle, is selling the concept to the client, and THEN to the consumers

Media:
The abundance of websites, makes it very hard job for any media planner to make the optimum use of the ad budgets he needs to spend online. From the ubiquitous Google networks to niche sites, to blogs to networking sites, the choices are many. Where we reach them, when we reach them, and how we reach them are all the more important to make an effective campaign. The great creative your client had approved, shall go like the ship in the dark if it is not placed properly.


Analysis:
Online campaigns are more evolved that other media. The ads can be tracked, and monitored on realtime basis. The creative units can be shuffled across and frequency capped to give the client the best ROI.


Each of the CAMA bit is a topic onto itself. There are ways and means that these can be achieved.

While I look out for means and ways to break my writer’s block, you all have a great time

Cheers

Internet Spends to Increaase

Global: Agencies; Advertisers/Brands; The Media
US Online Adspend Will Overtake Newspapers by 2008
Carat International's latest Global Market Update predicts that online adspend in the USA will overtake the newspaper sector by next year.

Comments Robert Lerwill, ceo of Carat parent Aegis Group: "Digital is driving growth in almost every single market, transforming the marketing landscape in the process. Investment in digital media has now definitively moved from 'experimental' to 'essential'."

The rise and rise of the once derided advertising medium continues apace. In the UK, it overtook outdoor advertising in 2005 and will outpace magazines this year. In ultra-tech-savvy nations such as Sweden and South Korea, online is set to become the third largest ad medium after TV and newspapers this year.

Among traditional media, Carat reports that TV still rules the roost, especially in the USA where TV spend is heading for 4.3% growth this year, boosted by cable markets, Hispanic channels and the dollar rush injected by this fall's Congressional elections.

Slower adspend growth in Japan has tempered Carat's previous upbeat forecast for Asia-Pacific, although the agency predicts that Nippon's overall economy remains on course for a good 2006. The rest of the region continues to perform well and is expected to receive a further boost at the year-end by the 2006 Asian Games.

A faltering UK market failed to obtain any discernible benefit from the soccer World Cup - likely due to the nation's early exit from the tournament - and European forecasts were revised down accordingly. Italy's economy also remains fragile.

However, Lerwill remains bullish: "2006 is shaping up to be a pretty solid year in the majority of markets around the world and global advertising expenditure is expected to grow by 5.7% worldwide."
Data sourced from mandmeurope.com; additional content by WARC staff
Related News Stories
Murdoch Warns of Internet Threat to Newspaper Ad Dollars - 15 April 2005
Carat Clients Not Poached by French Start-Up, Court Rules - 12 January 2005
Online Adspend Soars by 43%, Set to Continue - 22 September 2004


News Item appeared in WARC website