The banner slingshot
Guest commentary Google scores with its entry into the online advertising market, says Markus Gabriel.
Guest commentary Google scores points with its entry into the online advertising market, says Markus Gabriel To clarify: Google's foray into the realm of visual advertising, announced last week, does not affect the search engine itself. The almost provocative rejection of banners and buttons vis-à-vis clients is still part of Google's puritanical self-image. Google now delegates to its worldwide "AdSense" partner network what is out of the question for its own site. And these partners won't be asked twice, as they can now earn money from contextual banners that Google sucks out of the advertising market and automatically sends to their site.hordes of webmasters who still stock up on commission-linked banners on affiliate platforms are also likely to turn to the new program. This is because money is paid for displaying banners and not just when a toaster is sold by clicking on them. This will make the Google network even larger and more attractive for advertisers. Advertisers can place their message in an extremely target group-specific and topic-related way without the need for a media planner or marketer. And presumably at massively lower prices than usual.
The technology used supports the advertisers in a clever way: They type in the URLs of sites they like as advertising media, and Google sends them back a list of partner sites that are similar in nature and therefore suitable as a scatter plot. Unlike with "AdWords", however, it is not the
It is not the machine but the advertiser who decides on which Google partner sites his banners appear. Which is why do-it-yourself advertisers will use this new offer en masse.
But communication agencies like ours also have a new, complementary tool at their disposal. We can make the online marketing mix more diverse and offer the selection of suitable sites from the Google universe as a new service without having to make complicated calculations with expensive media data.
to have to make a decision. Google's latest move is ultimately good news for all innovative market players.
> Markus Gabriel is the founder and owner of the Zurich-based offline and online marketing agency Angelink.
The technology used supports the advertisers in a clever way: They type in the URLs of sites they like as advertising media, and Google sends them back a list of partner sites that are similar in nature and therefore suitable as a scatter plot. Unlike with "AdWords", however, it is not the
It is not the machine but the advertiser who decides on which Google partner sites his banners appear. Which is why do-it-yourself advertisers will use this new offer en masse.
But communication agencies like ours also have a new, complementary tool at their disposal. We can make the online marketing mix more diverse and offer the selection of suitable sites from the Google universe as a new service without having to make complicated calculations with expensive media data.
to have to make a decision. Google's latest move is ultimately good news for all innovative market players.
> Markus Gabriel is the founder and owner of the Zurich-based offline and online marketing agency Angelink.
