Magazine article Marketing

Google to Offer Option of Targeted Banner Ads

Magazine article Marketing

Google to Offer Option of Targeted Banner Ads

Article excerpt

Samsung and Center Parcs are among brands that have begun to use a service offered by Google that personalises online banner ads.

The search giant has implemented a feature dubbed 'remarketing', which enables advertisers to tailor online ads based on users' web habits.

The feature works by detecting when users visit a brand's website and then targeting them with ads for that brand on other sites they visit within Google's Content Network.

For example, Center Parcs gives a visitor to its site a price for a holiday. If that person subsequently browses elsewhere, Center Parcs can run ads via the Google Content Network offering a discount on the original quoted price as an incentive to return to its site and book.

Paul Holden, chief marketing officer of Samsung, said it was committed to using remarketing after a trial campaign for its Behold II mobile handset. He added that the activity had reached more than 100,000 users when it ran on YouTube's homepage.

The nature of the targeting may not be uniformly popular with users However, Bruce Daisley, agency leader for YouTube and display advertising, said that while users can opt out if they feel that the ads are too personalised, most do not.

'If Amazon were to use it, for example, it would only be people who had visited Amazon that are targeted with ads, so, in effect, by going to Amazon they are opting in to these ads.'

Already dominant in search, with about 90% of all queries, Google's adoption of this feature is part of its plan to become similarly strong in the online banner ads market, which has no single leading player at present. …

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