Interactive Online Advertisement - AdSense, Goowy and Engagement Ads
Interactive Online Advertisement - AdSense, Goowy and Engagement Ads
We have seen some great changes in the online advertising arena in last couple of months. Advertisement networks are trying to communicate with the visitors rather than just showing a text or image based advertisement. The trend was somewhat initiated by Google AdSense when it started showing two arrows in the ad slots to show more related ads. By adding two arrows in the Ads, Google introduced user interactivity in online advertisement.
What are the reasons behind such claims?
Earlier, webmasters actually tried to hide those text based ads within the post body or tried to camouflage them with other links in the page. This trend necessarily points out that, they wanted visitors to click on the links unknowingly. However, when Google introduced those two arrows, perhaps, it wanted users to interact with the slot for more related ads. This also means that - it somewhat determined end of camouflage. The conversion mainly depended on the ad copy and relevance with the content.
After that we have seen some more changes introduced by another major player in the market - AOL's Platform-A that announced Goowy widget-based advertising tool. Though AOL's module is primarily widget based, but it is connected with user interactivity to a high extent. The Best thing about Goowy is that it allows the end user (the visitor) to add the widget (powered by yourminis) in any other web page (like his or her blog or website). However, we are yet to know anything about the success rate of such ad formats. Seasoned search marketers believe that, non-profit organizations would gain more mileage from this format.
However, Facebook has taken the whole concept to a different level. They have just introduced another online advertising format called - 'Engagement Ads'. Though it is still open to only a few advertisers in their network, it has already created a lot of hype in the online marketing and advertisement network. They are still experimenting with this format of advertisement. However, that does not mean that they are saying goodbye to regular advertising formats like text or image based ads.
According to a popular advertising magazine, Mike Murphy (VP of Media Sales; Facebook), said that "Web advertising has been all about demand fulfillment" and ads run by Google are not at all social network friendly. To add to this, he also mentioned that other social network sites also run low performing text based ads and banner ads.
Now how these advertisements are different from others? The main difference is that in this process, the focus shifts from product selling via ads to brand development and promotion.
As soon as some user starts associating his or her likings with a specific brand, it works as a recommendation to his or her friends in that network. It won't be wrong if we say that it works in the same mechanism as word of mouth advertisement. And the best thing about these ads is that the visitor does not require leaving the page to endorse the product. To add to it, he or she can also add a comment on the product that would be visible to other people too.
Time would say if this ad forma
Now Pay Close Attention --
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