10 comments

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  Stuart MacDonald

  3 years ago

  Mathew, they are in fact already distributing what they call "display ads" across their AdSense network. I am seeing them all the time. Moving them on to their main site is just a logical evolution.
  
  This has *everything* to do with the continuing implosion of traditional media and a desire for GOOG to move up from the "intent required" part of the consumer purchase funnel (e.g. you can't search for what you aren't aware of) to the early-stage brand building part that TV has historically done so well. It's what I said on John's site when the GoogAOL announcement came down on Friday. So yes, video is likely coming at some point, too.
  
  This is all just the logical next phase of this thing...and as soon as the oh-so-many-wrinkles are worked out and folks know how to use this stuff for pure brand building and not just "punch the monkey" cr...eative, this will further grease the skids to further reductions in traditional media ad spend. It's gravity at this point.
  
  - Stuart
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  Mathew

  3 years ago

  I think you're right, Stuart -- it does seem logical, and in some sense inevitable. But do you think there will be a backlash against Google as it tries to move in that direction? And if so, will it be serious enough to do any damage, or will it just be early adopters crying about how things are changing now that the folks from the big city are moving in?
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  Stuart MacDonald

  3 years ago

  Well, here's what I believe. I believe that we are in the early stages of a media shake-up of tectonic proportions, being driven by a bunch of things but in dollar terms ("follow the money" always being a handy way to look at complex issues) *flat ad budgets being rapidly re-distributed into non-traditional media*. To-date, the big winner has been paid-search, which works at the "intent required" part of the consumer purchase funnel. That is not going to be good enough: marketers (heck, the economy) needs to develop awareness and brand meaning at a higher point in the process than that (I call it "top of the funnel") and as traditional media gets harder/pricier to work with to get that done (splintered markets, reduced print circulation, TiVo etc.) online is increasingly going to get the call. Hence the re-hottness of portals, moves to create blog networks etc. These are new markets for new media players for the most part (though some half-decent work is being done in the area) and GoogAOL would be foolish to let this next wave pass them by.
  
  Said another way, ya, there will well be backlash and gnashing of teeth etc., but there is little doubt that this *has* to be the future. There's an emerging, un-met, multi-billion-dollar need, brought on by the fact that the old ways are harder to use than they used to be and marketers still have a job to do. The challenge for all -- GYM+aol, traditional media players trying to keep up, advertisers and agencies alike -- is to negotiate the next few years as these changes really take hold.
  
  - Stuart
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  theloniousspheremonk

  3 years ago

  they are already partners and have been since 2002. likely this had much to do with parsons and company leaning to goog. the resurgance in ad spending on aol properties has been significant considering continued loss of subscribers. no doubt goog has already assisted aol in revving its ad sales.
  
  no one cares about goog's integrity except for a few geeky types such as yourselves (no offense intended). they care about finding what they are looking for as well as incidental cool stuff.
  
  soon when you google "jack white" among other things you will get a link to aol and a cool video with loretta lynn but before they play the vid youll watch a 15sec commercial for some pill in a bottle. people will love this type of content distribution and not mind the commercial.
  
  aol has a huge opportunity to revive itself here with all the new traffic and an ipo within the next two years will prove that 1b for 5% of the company was a shrewd invstment.
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  Stuart MacDonald

  3 years ago

  I actually mostly agree with you, Mr. um, SphereMonk. I think that this deal is going to shovel a boatload of eyeballs at AOL, and that is going to be great for AOL's biz as they move away from being an ISP in the US. Also, there simply has to be a receptor for the jillions of dollars that advertisers will be moving out of traditional media in pursuit of something better. That said, I really, really disagree with your comment that only geeks like me think it's an issue (though thanks for the Geek props ;)). Here's the thing: GOOG is big because it works, is easy, makes people's live's better and (wait for it...) folks trust it to give them the *best answers*. Now, is it possible that AOL's content might be the Best Answer? Sure, I guess, some of the time, for their open web content. But if they really were the Best Answer, they'd show up on Page One now wouldn't they? And that's what folks expect. That's the promise of the Google brand, and the technology backs it up fully. Yes, paid search sullies the purity of algorithmic results, but ya know what? The AdWords responses are still among the Best Answers, they are called out clearly and folks will abide them if they answer their question.
  
  But as soon as they start doing stuff that undermines that trust, I swear to you they will pay a price, and it won't just be Geeks pointing their fingers. Skewering your brand is just never a good call.
  
  - Stuart
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  theloniousspheremonk

  3 years ago

  the graphic ads are coming big time. there is no avoiding it and their popularity will sprint past google if google is not running with them. video ads on the side of the page complete with pause and rewind buttons so you can watch them again. bigger and bigger with sound that will startle you with hot models for hair products or cute little seratonin cartoons for reuptake inhibitors.
  
  it is inevitable...
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  Stuart MacDonald

  3 years ago

  Ummm, let's hope that the answer to what builds brands online isn't that, shall we?
  
  - Stuart
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  Mathew

  3 years ago

  yes, let's :-)
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  theloniousspheremonk

  3 years ago

  sorry to have had to be the one to say it fellas.
  
  if you click on the words "portland oregon" at the link below you get the 15 sec pill commercial and the wierd/cool jack white/loretta lynn video. the vid is well worth the commercial.
  
  enjoy! and merry christmas! monk
  
  link
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  Stuart MacDonald

  3 years ago

  Oh, I'm fine with paid ads before free video (um, methinks it's called T e l e v s i o n)...it was just the mental image of the Dancing Reuptake Inhibitor Chorus that sent me into TILT land. But then, advertising creative is always a question of individual sensibility;)
  
  Ho ho ho...
  
  - Stuart
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