About Volvo taking advertising risks with Google video ad format

October 30, 2006

Interesting reading from a non-search-engine viewpoint on web advertising.

A New Advertising Engine – washingtonpost.com

Google’s strategy is to bring the math and science that fueled its search-engine ad success to other forms of marketing. The company’s existing text-ad system allows advertisers to see how many people click on each ad and pay only when someone clicks, helping advertisers calculate the return on their marketing dollars. Eventually Google hopes to offer similar metrics for online video ads and off-line campaigns, though it is still in the early stages of figuring out how those might work.

By applying technology to measure their impact, Google plans to differentiate its banner and video ads from those of its competitors. Teaming with online research firm ComScore Networks Inc., Google is trying to correlate the effectiveness of each ad by tracking the number of people exposed to it who later perform searches about the product.

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