Filter
ChatGPT Het advertentiemodel omgekeerd
Lezers van deze weblog hebben gezien dat ik vanaf begin deze maand ook gebruik maak van Google’s AdSense-programma. Zoals menig weblogger nog wel weet betekende bloggen bij Blogger in eerste instantie dat het vooral goed moest vinden om dat er (oorsponkelijk) via het Blog*spot-model bovenin je weblog advertenties verschenen (inmiddels is dat trouwens niet meer zo). Voor mij reden om de hosting van mijn weblog te verhuizen naar m’n ISP (internet service provider). Waarom dan nu toch weer advertenties?
Met Google AdSense beschikt u over nog meer mogelijkheden om geld te verdienen en tegelijkertijd uw site nuttiger te maken voor bezoekers. Naast doelgerichte advertenties voor uw inhoudspagina’s kunt u het Google-zoekvak aan uw site toevoegen en doelgerichte advertenties weergeven op pagina’s met zoekresultaten. Als bezoekers op deze advertenties klikken, betaalt Google u daarvoor.
Hoewel geld verdienen natuurlijk altijd leuk is, was dat niet mijn eerste doel bij het in zee gaan met AdSense. Ik wilde vooral ervaring opdoen met het fenomeen Blogs meet Google AdSense en me bijvoorbeeld een beeld kunnen vormen van de advertenties die aan mijn weblog gekoppeld zouden worden.
John Battelle laat op zijn Searchblog zien hoe zijn denken over dit onderwerp zich aan het ontwikkelen is. In eerste instantie kwam ik een artikel uit mei 2004 van zijn hand tegen. Enkele quote’s uit Toward the Endemic: What’s missing in PPC/Behavioral/Contextual Ad Nets.
So think about a “traditional” publishing environment. You’ve got three parties in an ongoing, intentional conversation: The reader/viewer (we’ll say audience for lack of a better word), the editor/programmer/author/creator (we’ll say publisher for lack of a better word), and the advertiser. In a traditional publication, these three parties interact in various ways through the medium of the publication. Most importantly, the advertiser has voted with their dollars for that particular publisher, hopefully because the advertiser had take the time to understand that publication’s audience, and hence wants to be in conversation with that audience.
What’s inherent in this interaction is the intention of all parties to be in relationship with each other. This creates and fosters a sense of community – the best publications always have what are called “endemic” advertisers – those that “belong” to the publication’s community, that “fit” with the publication’s voice and point of view. I’ve found that in the magazines and sites I’ve helped create, my readers enjoyed the ads nearly as much as the editorial, because the ads served them, seemed to understand who they were in relation to the community the publication created.
It’s this relationship which I find entirely missing in all these contextual, behavioral, paid search networks. Sure, they are “relevant” to either a search, or to the content they match. But they are driven by metadata and the actions of only one of the parties – the content of the publisher for example (AdSense), or the actions of the audience (Claria, Revenue Science, Tacoda, etc.). As far as I know, none are driven by an understanding of the give-and-take that occurs between all three parties in a consensual relationship mediated by the publication. A site which has only AdSense or behavioral advertising fails to value (or monetize) the community connection between audience, publisher, and advertiser. Advertisers in these networks are not intentionally supporting the publication, and by extension they are not supporting the community the publication has created. In essence, they are not being good citizens of the community where their advertising is being displayed.
To summarize: Something is lost when advertisers don’t buy based on the publication. I’m not arguing that buying based on context or content isn’t valuable, it certainly is. But in the long run, not considering the publisher’s role devalues both the publication *and* the advertiser in the minds of the publishers’ audience.
In traditional advertising models, the advertiser holds all the cards. They decide what they want to spend, and most importantly, where they want to spend it. But the rise of pay-for-performance networks like Overture and AdWords/AdSense has changed this relationship in significant ways. First, advertisers are only paying when their ad performs – this alone is a huge shift in media. But as I’ve pointed out repeatedly, these networks also disaggregate advertisers from publishers. The advertisers are no longer choosing the publisher with whom they are doing business, they are instead choosing keywords, concepts, context. OK, but not very good for publishers nor for audiences, in my opinion.
But here’s the heart of Ross’s transitive advertising model, or what I’d like to call Sell Side Advertising. Instead of advertisers buying either PPC networks or specific publishers/sites, they simply release their ads to the net, perhaps on specified servers where they can easily be found, or on their own sites, and/or through seed buys on one or two exemplar sites. These ads are tagged with information supplied by the advertiser, for example, who they are attempting to reach, what kind of environments they want to be in (and environments they expressly forbid, like porn sites or affiliate sites), and how much money they are willing to spend on the ad.
Once the ads are let loose, here’s the cool catch – ANYONE who sees those ads can cut and paste them, just like a link, into their own sites (providing their sites conform to the guidelines the ad explicates in its tags). The ads track their own progress, and through feeds they “talk” to their “owner” – the advertiser (or their agent/agency). These feeds report back on who has pasted the ad into what sites, how many clicks that publisher has delivered, and how much juice is left in the ad’s bank account. The ad propagates until it runs out of money, then it… disappears! If the ad is working, the advertiser can fill up the tank with more money and let it ride.
Het is duidelijk dat er op het vlak van advertising grote veranderingen bezig zijn. Sites als RSSads en Blogads geven een eerste idee hoe dat praktisch vorm kan krijgen.
En o ja, dat met dat geld verdienen via AdSense, dat valt allemaal wel mee hoor. Hieronder de balans van de afgelopen twee weken (5 t/m 19 september). Achtereenvolgens zie je paginaweergaves, aantal klikken, klikfrequentie, werkelijke CPM (kosten per 1000 weergaves) en mijn inkomsten:
Misschien toch meer een model voor Marketingfacts (zie hun sitestats en positie in de Weblog top 1000 van Nedstat) 😉
Over de auteur
