Rob Middleton on what comes
next after search? - Contextual
Marketing, RSS
Feeds, Behavioral
Targeting, Mobile
Marketing and "Consumer-created"
websites.
Contextual Marketing
This vehicle is a proven success after several years of tinkering. Two newer models have emerged that are also promising: Contextual vertical networks and image contextual networks. The vertical approach was pioneered by Kanoodle and involves targeting contextual ads to vertical content sites within a broader network. Success rates have been promising, and this model – which is familiar to advertisers – will certainly spread.Image ads in a contextual medium have strong promise – as some product offerings really need a visual queue to communicate the benefit. Google has rolled out Image Ads with two pricing models to date, and is still refining the product to allow more concise targeting based on initial marketer feedback.
RSS Feeds
Real Simple Syndication (RSS) is receiving significant buzz in the marketplace for a number of reasons. First, it provides consumers with a new level of control over the web-based content they consume. For example, users can add RSS links to their current Yahoo! or MSN home pages, or can create their own website containing frequently updated content to their preference. Second, the industry has taken a strong interest in the potential of RSS. Search engines believe that
Behavioral Targeting
...behavioral targeting focuses on altering the media targeting approach, regardless of the media property being used, to target the consumer instead. It is an extension of the contextual model – but one that is based on user habits and presenting relevant ads based upon those habits. The main difference with today’s approach is that there are more opportunities for consumer reach and the improved technology behind the endeavor is creating a promising new advertising space.
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