The world of display advertising is rapidly changing. What was previously heavily dependent on skilled negotiations and personal relationships, is now reliant on faceless technical expertise.
While big branding buys are still done in a traditional fashion, standard format and text-based direct response ads are increasingly managed using self-serve platforms. These utilise algorithmic auction models that are similar to their search engine cousins. This approach has been led by the Google Content Network, but also adapted by individual sites such as Facebook and Linkedin. Read the full article →
I just spotted the new Bing advert on TV. While it’s well executed and gets the message across, I’m not sure the search engine is delivering on its promise just yet.
The spot I saw begins with a woman asking a stranger “which tube is it for Euston station?“. The man starts to ramble random information, presumably the kind of results that you’d encounter on most search engines. It closes with:
“What has information overload done to us? Next time you search online, try Bing.com – the decision engine, from Microsoft”.
A visual follows with the text “london underground” being typed into Bing. However, it never shows you the result. Read the full article →
