from http:// blog.wired.com/business/2007/09/google-discusse.html
At CitiGroup's Technology Summit in New York this week, Google's
Business Product Manager for Ads Quality Nicholas Fox said the company
will be moving ahead with integration of video and image ads within
sponsored search results. Does that mean you will soon be seeing TV
commercials at the top of Google search results page? Maybe.
"It's a topic that's come up in a lot of internal discussions," said
Fox during a Q&A session about Google's search usage and trends.
We want to do the best job of conveying information to the user. In
many cases that's a text ad. In some cases it may not be a text ad. It
may be an image, it may be a video, it may be something else. The
risk, though, is that we don't want to show things that are garish or
flashy, or other things that might cause users to become blind to the
ads.
Fox elaborated by giving what he claimed was one of the best use case
examples:
You could think of a local butcher. Maybe a 10-word text ad explaining
that local butcher's business probably is not going to be enticing and
get the user to click on the ad. But if you could have a video of the
butcher explaining his business and showing all this fresh meat...then
maybe the user would get much more value out of that. And the
advertiser would also get more value as well.
Fresh meat, huh? Google, of course, has already made steps in this
direction with universal search, blending listings from its images,
news and video search engines among those it gathers from crawling web
pages. In the case of universal search, however, the images and video
it supplies are search results, not ads. The trick for the company, as
Fox notes, will be finding a way to capitalize on the information
element of such ads... like those glistening tenderloin cuts...
without alienating users.
"I think you might see things along those lines," Fox continued. "My
expectation is that we'll do some more thinking around this area and
potentially some experiments. Expect a scenario where we'll move
extremely cautiously, though."
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