Google Gadget Ads

September 19, 2007

Google has announced a new advertising program: Google Gadget Ads, or, as Advertising Age put it, “AdSense, Now With Widgets.”

A little over a week ago I posted a quick entry about a new advertising program Google would be announcing. My post was almost all hyperbole, and as the days passed I lost my excitement. First, because I thought maybe it was just my geek side getting riled up. Second, because the news was released a few days after I thought it would be. But now the day has come and the more I think about it, the more I believe that if utilized to its fullest potential this addition to AdWords could eventually change the face of the web experience. Why?

1) Widgets enrich the web experience. Now advertisements don’t merely have to be flashy .swf files (ha! sorry, I couldn’t avoid the pun) or moderately interesting video ads (please don’t misunderstand me: there are some incredible flash and video ads), but rather ads can exploit the immense functionality of widgets. Imagine an ad for the newest pop musician that has tabs with YouTube videos, song previews, and a list of the most recent print/web news stories about that particular musician, all of which can be viewed without leaving the web page.

2) Widgets can instantly monetize advertising for companies (and increase instant gratification for the consumer). Because the placement of these ads will be powered by AdSense, we can assume that they will show up at (somewhat) relevant sites. Reading blogs about the upcoming season of Heroes? Maybe there is a widget ad on the blog your reading that displays current prices and the time remaining for EBay auctions for the season one DVD’s of ‘Heroes’. Or maybe you’re using Yelp to find a good Thai restaurant in your neighborhood. What if there is a widget ad for a Thai restaurant (that has rave reviews on Yelp) through which you can place your dinner order and have it delivered in the next thirty minutes?

3) Widget advertising has a social component: for instance, the widgets can be pasted on someone’s MySpace site, outside of Google’s normal distribution (if I understand the model correctly). That means you have guaranteed distribution through the AdSense network (where appropriate), but also the possibility of distribution through social networking sites, meaning the chance to spread your widget virally. And if you’re spreading things such as, say, a widget that searches and books Kayak flights among travel enthusiasts… then, wow.

I graduated with a degree in English, but I must say this: Don’t tell me that’s not hot.

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