This link has been bookmarked by 25 people . It was first bookmarked on 11 Feb 2008, by Martin Carel.
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20 Jul 11
Sangwon KimHere’s a question: What if the activity you’re doing actually does determine your willingness to click on ads? This is what is being suggested by the early returns on ads in social networks. If this is so, then we can start by making a list of activities in which it would make sense that people are most accepting of ads.
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31 May 11
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The difference, of course, is that when people go to Google, they’re actively looking for something. That something isn’t on Google. They are performing a search activity. Thus their task will be to click on a link that seems to promise what it is they’re looking for. It may be the organic results, or it may be an ad that seems close to what they want.
When people are on MySpace, the activity they’re doing isn’t search. It’s something akin to “hanging out” or “networking”. Their task is almost the opposite of search. They are already on the site they want to be on. They don’t need to click on links to take them where they want to go.
In other words, the context is entirely different. When you’re in search mode, you are playing by different rules.
Social ads don’t work as well because people are being social, not searching for something.
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- Searching
- Shopping
- Traveling
When ads are well-placed, they actually serve to help the user find what they’re looking for, or they’re interesting enough to grab the person’s attention away from whatever else they were doing. It would seem that this is what social ads have to do…they have to be interesting enough to get you away from socializing. Or, perhaps they are simply for brand-building purposes…you see the brand and it has a subconscious effect…you don’t change what you were doing but the brand is somehow strengthened in your mind from the ad impression.
Here’s a question: What if the activity you’re doing actually does determine your willingness to click on ads? This is what is being suggested by the early returns on ads in social networks. If this is so, then we can start by making a list of activities in which it would make sense that people are most accepting of ads.
These activities all share something in common. People are on the move, and are actively looking for products and services to help them along their way.
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There is a reason why Google wants super short time-per-visit and Facebook wants super long time-per-visit. It’s because the services support two completely different activities. Google wants a tremendous number of incredibly short visits. They want you to find good results immediately and leave the site. Facebook wants you to stay forever.
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10 Dec 10
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ineffectiveness of advertisements in social media
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ecause people are being social, not searching for something
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29 Feb 08
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Advertisements live along a spectrum that goes from “irrelevant and distracting” to “relevant and interesting”.
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Google wants super short time-per-visit and Facebook wants super long time-per-visit.
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It’s because the services support two completely different activities.
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I would bet that it all depends on the context of use within those properties.
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27 Feb 08
Adam Crowe"Social ads don’t work as well because people are being social, not searching for something... [social ads] have to be interesting enough to get you away from socializing..."
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Daniel CalladineSocial ads don’t work as well because people are being social, not searching for something.
But... it's more that search is different - general banners on portals don't work like search either -
16 Feb 08
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15 Feb 08
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14 Feb 08
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- Searching
- Shopping
- Traveling
Here’s a question: What if the activity you’re doing actually does determine your willingness to click on ads? This is what is being suggested by the early returns on ads in social networks. If this is so, then we can start by making a list of activities in which it would make sense that people are most accepting of ads.
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This might also suggest why Yahoo and Microsoft have a harder time monetizing their ads on their various properties. They’re trying to monetize ads on Mail, Groups, and other places where people are doing non-search activities. That’s why Google continues to rule the roost, because they have the most searchers. People, when they want to search for something, go to Google. Google = Search.
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11 Feb 08
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Ian DelaneyThere’s been lots of talk recently about the ineffectiveness of advertisements in social media properties like MySpace and Facebook.
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What if the activity you’re doing actually does determine your willingness to click on ads?
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But a fundamental problem with the way that MySpace and Facebook have been looking at their audiences is that they think their audiences exist to make them money through the sharing of attention. They believe since they have so much attention (super long time-on-site) that they should have no problem doing so. But it is the very reason why they have long time-on-site that makes them bad for advertising. They have provided a comfortable third place…people are already where they want to be!
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That’s why Google continues to rule the roost, because they have the most searchers.
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Well, it means that we need to investigate what contexts people are in as they use our web applications. Are they looking for something, or would they use our service as part of the activity of looking for something? If so, then advertising might work. If not, then we’re better off providing value in some other way, like increasing productivity, etc.
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This simple list also makes it clear why Google is investing a ton of energy into mobile, because when people are mobile we’re in unfamiliar places with the same old needs. We’re searching not only for our destination, but services that will help us along the way. So that’s why every time you turn around there’s some new quiet feature in Google Maps, because maps and mobile are the future of advertising.
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10 Feb 08
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