Comments on: Why (and how) the online ad model needs to change http://www.mattmcalister.com/blog/2006/06/13/63/why-and-how-the-online-ad-model-needs-to-change/ Inside Online Media Sun, 14 Mar 2010 22:07:10 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Au Pair http://www.mattmcalister.com/blog/2006/06/13/63/why-and-how-the-online-ad-model-needs-to-change/comment-page-1/#comment-101954 Au Pair Mon, 17 Mar 2008 14:21:26 +0000 http://www.mattmcalister.com/blog/2006/06/13/63/why-and-how-the-online-ad-model-needs-to-change/#comment-101954 Hello from Turkey! My Hebrew is not good but is seem like a very nice web site, thanks Hello from Turkey! My Hebrew is not good but is seem like a very nice web site, thanks

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]]> By: the.co.ils » Blog Archive » רשימת הנבחרים - 9 http://www.mattmcalister.com/blog/2006/06/13/63/why-and-how-the-online-ad-model-needs-to-change/comment-page-1/#comment-1463 the.co.ils » Blog Archive » רשימת הנבחרים - 9 Mon, 19 Jun 2006 08:43:09 +0000 http://www.mattmcalister.com/blog/2006/06/13/63/why-and-how-the-online-ad-model-needs-to-change/#comment-1463 [...] Web 2.0 = chmod 777 web For those (non-geeks) who don’t get the reference, chmod is the Unix command allowing you to change the access control of a file or a folder, and 777 means that everyone can read/write/execute your file or read/write/traverse a folder. >>לנבחר בהמשך לפוסט של Paul Graham הנקרא ”Why Start-ups Condense In America“ אשר המלצתי עליו לפני כשבועיים, Guy Kawasaki מנסה לשים את האצבע על אותו מרשם סודי של עמק הסיליקון. ארוך אך מומלץ >>לנבחר Matt McAlister מסביר מדוע מודל הפרסום האינטרנטי הנוכחי צריך שינוי: The AdSense model does much more to help Google and the Google shareholders than it does to help any of the customers it is supposed to serve. I think the Amazon affiliate program is much closer to a more sustainable ad model for the future. When you can track clicks all the way to a sale then everybody wins… יכול לתת השראה לפלטפורמה אלטרנטיבית >>לנבחר ונסיים בקריקטורה (ע”י gapinvoid) שתף ותהנה:These icons link to social bookmarking sites where readers can share and discover new web pages. [...] [...] Web 2.0 = chmod 777 web For those (non-geeks) who don’t get the reference, chmod is the Unix command allowing you to change the access control of a file or a folder, and 777 means that everyone can read/write/execute your file or read/write/traverse a folder. >>לנבחר בהמשך לפוסט של Paul Graham הנקרא ”Why Start-ups Condense In America“ אשר המלצתי עליו לפני כשבועיים, Guy Kawasaki מנסה לשים את האצבע על אותו מרשם סודי של עמק הסיליקון. ארוך אך מומלץ >>לנבחר Matt McAlister מסביר מדוע מודל הפרסום האינטרנטי הנוכחי צריך שינוי: The AdSense model does much more to help Google and the Google shareholders than it does to help any of the customers it is supposed to serve. I think the Amazon affiliate program is much closer to a more sustainable ad model for the future. When you can track clicks all the way to a sale then everybody wins… יכול לתת השראה לפלטפורמה אלטרנטיבית >>לנבחר ונסיים בקריקטורה (ע”י gapinvoid) שתף ותהנה:These icons link to social bookmarking sites where readers can share and discover new web pages. [...]

]]> By: Pierre http://www.mattmcalister.com/blog/2006/06/13/63/why-and-how-the-online-ad-model-needs-to-change/comment-page-1/#comment-1438 Pierre Fri, 16 Jun 2006 21:29:46 +0000 http://www.mattmcalister.com/blog/2006/06/13/63/why-and-how-the-online-ad-model-needs-to-change/#comment-1438 Google adsense is contextual ad.. Then we can may be say that of the ad is not "good" and not interesting for the readers, it seems that the CONTENT of the site/blog is not interesting ... for the readers ;-)) A large% of readers come to one site/blog trough search engine (and google for example).. They click on ONE result, come..; and see than the content is not very interesting.. and go back to search .. Have a look about the % of readers who stay on your site/blog LESS THAN 5 seconds !! it's amazing.. Then Google adsnese will have more than 1% when google search will be .. better ;-)) Google adsense is contextual ad.. Then we can may be say that of the ad is not “good” and not interesting for the readers, it seems that the CONTENT of the site/blog is not interesting … for the readers ;-) )
A large% of readers come to one site/blog trough search engine (and google for example).. They click on ONE result, come..; and see than the content is not very interesting.. and go back to search ..
Have a look about the % of readers who stay on your site/blog LESS THAN 5 seconds !! it’s amazing.. Then Google adsnese will have more than 1% when google search will be .. better ;-) )

]]> By: Keith Ivey http://www.mattmcalister.com/blog/2006/06/13/63/why-and-how-the-online-ad-model-needs-to-change/comment-page-1/#comment-1387 Keith Ivey Wed, 14 Jun 2006 21:44:55 +0000 http://www.mattmcalister.com/blog/2006/06/13/63/why-and-how-the-online-ad-model-needs-to-change/#comment-1387 What Joseph said. What advertising are comparing web ads to that has a higher response rate? How many people call the phone number in a TV or print ad when they see it? I'd expect much less than 1 percent. I think you're being unrealistic to hope for more. Only a few of the people reading a blog at any time are going to be interested in buying (or just finding out more about) *any* product being advertised there. That's just not what they came to your site for. Improved targeting isn't going to help that much. What Joseph said. What advertising are comparing web ads to that has a higher response rate? How many people call the phone number in a TV or print ad when they see it? I’d expect much less than 1 percent. I think you’re being unrealistic to hope for more.

Only a few of the people reading a blog at any time are going to be interested in buying (or just finding out more about) *any* product being advertised there. That’s just not what they came to your site for. Improved targeting isn’t going to help that much.

]]> By: Joe Duck » Online vs Offline Advertising - an epidemic of irrationality. http://www.mattmcalister.com/blog/2006/06/13/63/why-and-how-the-online-ad-model-needs-to-change/comment-page-1/#comment-1365 Joe Duck » Online vs Offline Advertising - an epidemic of irrationality. Wed, 14 Jun 2006 15:47:06 +0000 http://www.mattmcalister.com/blog/2006/06/13/63/why-and-how-the-online-ad-model-needs-to-change/#comment-1365 [...] Matt McAlister  is unimpressed with online advertising.  [...] [...] Matt McAlister  is unimpressed with online advertising.  [...]

]]> By: Joseph Hunkins http://www.mattmcalister.com/blog/2006/06/13/63/why-and-how-the-online-ad-model-needs-to-change/comment-page-1/#comment-1360 Joseph Hunkins Wed, 14 Jun 2006 15:07:40 +0000 http://www.mattmcalister.com/blog/2006/06/13/63/why-and-how-the-online-ad-model-needs-to-change/#comment-1360 I think you may be overestimating the abysmal stats behind conventional advertising. Online, the 1% of people clicking into an advertiser's site is very good. If, for example, you advertise a website prominently in a print publication you should expect perhaps 1/100th that level of performance (1 in 10,000 readers) clicking to the site. Context ads have redefined the relationship between content and advertising, and until a LOT more money flows from absurdly overpriced offline media to online, and thus starts to close the ROI gap, I think it is unreasonable to expect online ad models to change much, although I'd suggest they will tend to move away from PPC and towards pay per action models which make performance measures somewhat more straightforward. I think you may be overestimating the abysmal stats behind conventional advertising. Online, the 1% of people clicking into an advertiser’s site is very good. If, for example, you advertise a website prominently in a print publication you should expect perhaps 1/100th that level of performance (1 in 10,000 readers) clicking to the site.

Context ads have redefined the relationship between content and advertising, and until a LOT more money flows from absurdly overpriced offline media to online, and thus starts to close the ROI gap, I think it is unreasonable to expect online ad models to change much, although I’d suggest they will tend to move away from PPC and towards pay per action models which make performance measures somewhat more straightforward.

]]> By: techbee http://www.mattmcalister.com/blog/2006/06/13/63/why-and-how-the-online-ad-model-needs-to-change/comment-page-1/#comment-1319 techbee Tue, 13 Jun 2006 22:30:12 +0000 http://www.mattmcalister.com/blog/2006/06/13/63/why-and-how-the-online-ad-model-needs-to-change/#comment-1319 And if they offered nice adds (choose your color-set-border-picture-etc), all the better. How about being able to ask a brand which you particularly like to advertise a product you like even more on your blog/site? I know nothing about on line ads, I don't carry them on my blog, but this is what I would like. And if they offered nice adds (choose your color-set-border-picture-etc), all the better. How about being able to ask a brand which you particularly like to advertise a product you like even more on your blog/site? I know nothing about on line ads, I don’t carry them on my blog, but this is what I would like.

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