Here is a presentation file, please download and try to figure out what it is talking about:
http://www.cs.washington.edu/orgs/student-affairs/gsc/offices/old/433/PoCSi43302/papers/dougz.ppt
I guess you might not able understand, and confused like me, here is the author's presentation:
http://www.youtube.com/watch?v=yL_-1d9OSdk
Enjoy ;->
Thursday, May 17, 2007
Monday, May 14, 2007
The Advertisement War
Recently, news about the merge of Microsoft and Yahoo buzzes. In my opinion, this is not going to happen. Because both of them are not willing to be leaded by the other one.
Even the case has turned out to have a real result. It will be a part of Microsoft merging with a part of Yahoo. And it is not going to end up with a good return.
Let's back to the ground, what is the deal all about? It is about is the advertisement business. Both Yahoo are Microsoft are striving to get larger market share in the advertisement business to survive in the market.
However, what they have not figured out is that the key is not the current market share, but future.
If a bigger market share guarantees you a better future, then how the heck did Google beat Doubleclick, which had been the dominant force back at Internet bubble age. Not mentioning how Google beated Yahoo and Microsoft in the past years.
Yes, the issue here is they just don't get it.
The key is to provide what user wants in user wanted ways. Not what the business strategy wants to provide. To fetch revenue from the provided contents (in Google's case, search engine and other services), never try to maximize the profit, trying to maximize the user's interaction experience and let the advertisement been least interfering to user experience will do good to your revenue.
Doubleclick is a role model (a bad one) of this, it's advertisements are still very disturbing when I surf through web sites with ads from it. So its click rate should be lower than others.
But hey, you still have a chance. Microsoft and Yahoo still have chances. Google has been successful because it followed the principle of clean ads. Somehow it is promoting its services on top of its search results. I even saw advertisements on top of its search results. This is an extremely stupid idea. Google didn't do this before (that's part of the reason that it has been so successful) but is doing this now (that's why you have a chance) to getting exposure for its services.
Google is now increasing its ratio in disturbing users. This is your chance!
Create us some clean and rich services, please.
Recently, news about the merge of Microsoft and Yahoo buzzes. In my opinion, this is not going to happen. Because both of them are not willing to be leaded by the other one.
Even the case has turned out to have a real result. It will be a part of Microsoft merging with a part of Yahoo. And it is not going to end up with a good return.
Let's back to the ground, what is the deal all about? It is about is the advertisement business. Both Yahoo are Microsoft are striving to get larger market share in the advertisement business to survive in the market.
However, what they have not figured out is that the key is not the current market share, but future.
If a bigger market share guarantees you a better future, then how the heck did Google beat Doubleclick, which had been the dominant force back at Internet bubble age. Not mentioning how Google beated Yahoo and Microsoft in the past years.
Yes, the issue here is they just don't get it.
The key is to provide what user wants in user wanted ways. Not what the business strategy wants to provide. To fetch revenue from the provided contents (in Google's case, search engine and other services), never try to maximize the profit, trying to maximize the user's interaction experience and let the advertisement been least interfering to user experience will do good to your revenue.
Doubleclick is a role model (a bad one) of this, it's advertisements are still very disturbing when I surf through web sites with ads from it. So its click rate should be lower than others.
But hey, you still have a chance. Microsoft and Yahoo still have chances. Google has been successful because it followed the principle of clean ads. Somehow it is promoting its services on top of its search results. I even saw advertisements on top of its search results. This is an extremely stupid idea. Google didn't do this before (that's part of the reason that it has been so successful) but is doing this now (that's why you have a chance) to getting exposure for its services.
Google is now increasing its ratio in disturbing users. This is your chance!
Create us some clean and rich services, please.
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