ONLINE-ADS>> Advertising on Search Engines vs. Ad Networks

CutCosts (CutCosts_at_concentric.net)
Tue, 08 Apr 1997 09:50:56 -0700

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Two subjects that haven't been convered much are the pros and cons of
advertising on search engines vs. ad networks, and the impact of Push
Technologies on Web advertising. I would appreciate some dialogue on
this issue. Here are some of my thoughts:

o Ad Networks get your ad in front of the viewer closer to their final
destination. As a heavy user myself, I'm much more inclined to click on
an ad when I'm near the end of my search or at my final destination. In
fact, I often don't even see banner ads while I'm searching because I'm
scrolling down.

o I use Individual's News Page now and spend 1/10 as much time searching
as I used to. With individual, I often end up at a particular web site
when I want to read the details of a specific article. Again, I would
think that this is a BIG threat to the search engines revenue stream and
a major reason why advertisers might prefer networks of sites that
attract viewers.

o Long-term, isn't content really the king online as opposed to search
tools. In five years, won't most of us have bookmarked our primary
destinations and do limited searches? Won't most of us be having the
stuff we're specifically interested in sent to us directly?

Any (and all) comments are encouraged. Thanks.

Mark Bressler
Purchase Partners (a consulting firm and future Web advertiser)
o

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