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How Text Ads Tamed Ads on the Wild, Wild Web
securitas writes "In Sunday's New York Times, Randall Stross writes about How Google Tamed Ads on the Wild, Wild Web and how it is largely responsible for the demise of the odious pop-under ad. From the article: "Without intending to do so, the company set in motion multilateral disarmament by telling its first advertisers in 2000: text only, please. No banner ads, no images, no animation.... Google introduced these ads at the very moment when X10 ads were strewn like chewed gum on every square of sidewalk. X10's pop-unders were accepted at mainstream sites run by companies including Microsoft, Yahoo and The New York Times." Remember that "in mid-2001, X10's company Web site was the fourth-most visited" on the Web. Thank you, Google." I'd actually argue that while the text ads had something to do with it, the massive growth in pop-up/under blockers made as much of a difference, if not even more.
In case anybody does not remember the X10 ads, I was able to find an online gallery of old X10 ads. Not at all subtle about who their target market is, are they?
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I see... so Google saved us all from ourselves did they? I seem to remember that even though Google was much talked about in 2000, it had yet to become the preminent search engine it is today.
Perhaps this has more to do with it: Results 1 - 10 of about 7,590,000 for Pop-up blocker software. (0.20 seconds). Taken from Google itself. Pop-ups weren't simply replaced, they were stamped out. They still exist, but not at the staggering, nauseating level they were once.
Does anyone know anyone who ever bought one of those X10 cameras?
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...but what a stretch. Even Hemos notes it:
I'd actually that while the text ads had something to do with it, the massive growth in pop-up/under blockers made a large difference as well.
( ignoring missing words and all. I have no room to talk in that dept )
Can we please attribute things to where they belong? google may be the second coming of Christ, who knows, but let's try to keep their achievements realistic.
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Lately thanks to animation-plugins and other technologies, I've seen a rash of annoying pop-up and "peel-back" ads. Anything that covers existing content without me explicly asking it to do so is by definition annoying.
I'm waiting for someone who has the skill to update Firefox so plugins cannot overwrite areas of the screen already used by text and graphics. Either that or put in white space for the part of the screen the ad will eventually take over, so the ad doesn't obscure the real content.
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Interestingly, if you're an Adsense publisher nowadays there's a lot more options for banners and graphical ads for what used to be a text only scheme. The banners seem to get a reasonable CTR too.
I think what killed the old style banner ad was not so much text ads, but the fact that the Google text ads were well targeted compared to the moronic "hit the monkey!!" banner ads. I know many ad publishers also became annoyed at the banner ads which seem specifically designed to get a low click-through rate, thereby getting maximum branding exposure for the advertiser at minimum cost. I reckon any ad publisher is forever grateful to Google for revolutionising this system.
Definitely. Pop-ups and po-unders are annoying, but stoppable.
However, something which is much more annoying are those banner ads that use flash to make the ad creep out of the 400x80 banner and fill the whole browser window with a large animation for 10 seconds.
Maybe for the big corporate sites. But massively invasive advertising is alive and well.
Turn off your pop-up blocker, turn on flash and check out PWInsider for a great example. If you have access to a Windows box check it out with IE, it's mind boggling...
Obviously, they are including tons of ads not for the purpose of gaining ad revenue as much as they are including tons of them to get people to buy a membership.
sig.
Let's not forget why text ads and pop-up blockers became popular in the first place... People demanded it! I don't know a single person that likes intrusive advertising like the pop-unders and the flash animations that come on top of everything else. What the google ads show is what everyone should have known before... The internet is a place where people come looking for you, and when that's the case, you don't need loud, fancy graphics, you only need enough information for them to identify your product (text).
I remember in the early days of the bot com boom I worked at a startup where we would host websites for free in exchange for the right to add unobtrusive text advertisements. Strangly while many people were interested in having us host their sites, NO advertisers would make a deal with us. They insisted on banner or popup ads only.
Maybe Google had some effect, but I think they were just part of the more general backlash against such ads.
Nobody but the parasuits liked them. Everyone savvy enough to know how to turn them off did so. I'd wager some people even quit web browsing over them.
Google didn't want them because 1) they slurp bandwidth and B) they can't be tracked for content and $) because they don't fit the Google "no evil" culture.
Those reasons pretty much coincide with how the rest of us saw them, too. Except for the pervs, that is. (Camera to spy on wife in shower? Ooh, baby!)
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I wouldn't say internet ads have been tamed. Sure there are less popups and popunders. But whatabout all the new ones which cover the page (Fox is a major offender here), or noisy ads (I don't know if America got subjected to the jamster ads much).
lately it's even worse than that. because of the situation you describe, i have been browsing with flash disabled for some time (easy to do in opera, though it takes all other plugins with it ;) ). and somewhat lately i see some nasty, annoying floating ads that are coded in javascript (i think. maybe java, but i don't think so).
for some reason that crap floats on top of the content, and doesn't go away. usually i just hit f12 and deselect java & javascript, then reload the page, i have considered disabling java[script] by default, but at least for javascript that would require pretty often pressing f12, so i leave it enabled for now.
Rich
Are there adverts on the internet then? WTF...
True enough though, for a while I couldn't be bothered to filter Google's ads. Nowadays I find RIP and CustomizeGoogle keep the interface nice and clean.
Useful links for those that like to make their own mind up:
http://www.mozilla.org/products/firefox/
http://www.customizegoogle.com/
http://rip.mozdev.org/index.html
http://adblock.mozdev.org/
http://www.pierceive.com/
And for those that might bleat "without advertising, many sites would fail" I say Good. Let those sites fail. Give me micropayments and an honest relationship.
I got several of those cameras and was disappointed with the results. Apparently, bikini clad women were not lounging around my house when I was away at work. If they had been, I would have asked them to do a litle vacuuming.
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Wwwyzzerdd. Three ws, two zs, and two ds.
However, I did let them know that their ads tend to be very obnoxious and intrusive and they almost lost me as a potential customer because of it (they asked how I'd heard of X10-- who hasn't heard of X10 that's used a web browser??!). It's a shame when good companies alienate potential customers in that way. And it wasn't even one of their ads that got me, anyway. It was PriceGrabber or MSN Shopping or something like that. They happened to have the best price. My purchase was actually in spite of their ads, not because of them.
Why? the Netscape browser was dying, IE Version whatever was the buggy, proprietary, virus-target of the day only other thing out there, and because MS is also in the advertising game via MSN, etc., they weren't about to give users the ability to turn off a specific class of advertisements without making it odious.
Then Firefox declares war via pop-up blocker, and within a short time the early adopters (who are really the most important predictor of future technological trends, methinks) were moving in droves away from IE, and I don't think I was more than a few days behind them.
Same time, Google's model saves me bandwidth and eye strain, and --ka- boom!!-- between the two the 'Net returned to being a useful tool with one tenth the amount of pain.
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