The Economist Discovers Text Ads
from the the-next-generation-of-ads? dept
Just as some are saying that intrusive, annoying pop-up ads work, the Economist has jumped on the text ad bandwagon. They say that pop up ads are the "last gasp of a doomed attempt to advertise on the web", and that text ads work so much better because (a) they're not intrusive and annoying and (b) they're often relevant. This is, of course, what just about everyone who follows this space has been saying for quite some time now. The article also discusses the "battle" for moving the text ads from Google and Overture onto content sites. Originally, I thought this was a big deal as well, but I'm slowly changing my mind. Text ads are especially relevant in searches, because the person is specifically looking for something. When people are on a content page, they're generally looking for the content directly on that page - and the only ads that work are serendipitous ones. I'm not sure that Google's attempt to move their ads to content pages will work quite as well as they're hoping. The clickthrough rates are likely to be insanely low, which won't make anyone happy.