Advertisers, broadcasters and Web sites all know that the persuasiveness of commercial messages depends in part on repetition and continued exposure to the ad.
Google, the largest supply chain of online advertising, announced today a new system that permits an advertisement to follow you around the Web.
Google calls the concept ad "remarketing" and its AdWords blog today outlines what its benefits are for advertisers. It knows that people don't always click through the first time an image or message appears --- that they're more likely to do so as the ad insinuates itself through repeat exposure.
A simple piece of code on your site will then serve up your offerings as people visit other sites. Essentially Google is generating a relevance index that follows you.
The implications for the news business are significant. If digital advertising becomes more effective, it will be priced accordingly and perhaps provide a stronger financial underpinning.
Google, the largest supply chain of online advertising, announced today a new system that permits an advertisement to follow you around the Web.
Google calls the concept ad "remarketing" and its AdWords blog today outlines what its benefits are for advertisers. It knows that people don't always click through the first time an image or message appears --- that they're more likely to do so as the ad insinuates itself through repeat exposure.
A simple piece of code on your site will then serve up your offerings as people visit other sites. Essentially Google is generating a relevance index that follows you.
The implications for the news business are significant. If digital advertising becomes more effective, it will be priced accordingly and perhaps provide a stronger financial underpinning.
