Google Chrome is Good for Contextual Advertising


Google Chrome is Good for Contextual Advertising

The new web browser from Google, Chrome, has generated a fair amount of media attention for a variety of reasons, but there has been little talk about its effect upon contextual advertising.

Applications on our computers are ad-free zones. For example, word processors are free of advertising. Web applications are different, the owners of web applications like Gmail or Facebook can place contextual advertising within the software.

The use of web applications is sky-rocketing. There’s even good quality image editors online now. And Google’s Chrome will accelerate this. Pointed at web applications like Google Reader, Chrome excels at handling complicated tasks.

Having said that, Chrome will not snatch large amounts of the market from Internet Explorer or Firefox overnight. Many users stick with browsers they know, and Firefox’s extensive plug-ins are bound to compete with Chrome.

But providing a better experience with web applications, Chrome will encourage more people to use them. Competition from Chrome is likely to encourage Apple and Microsoft to improve their browsers. The Mozilla team is working on some changes to Firefox, including a new incognito or “porn mode”. As the quality of the browsers increase so will the quality and use of web applications.

That, in turn, will provide more opportunities for companies like Microsoft and Google to sell contextual advertising.

Contextual advertising can be very powerful since it appears when users are either searching a related topic or researching it. From the paid search entries on the search engine to content networking advertising, advertisers can reach the right users.

If contextual adverts break into web applications, ads will display when the user is not searching for information. Type an article about insurance and an insurance advertiser might show you their ad. If users watch a particular video, then relevant advertisers could grab those readers attention.

If a user uses a web application to plan a journey then the Road Traffic Authority could place an advert about driving dangers. Contextual advertising could even “talk back” to web applications, and interact with the software depending on how the adverts are to be displayed.

Soon interactive marketers will be able to offer the user what they need before they ever realised they needed it. By correctly analysing users behaviour, advertisers will be able to tap into the precise type of user they are after. Chrome may lead to Google’s domination of the web as a whole, rather than just search.

John Mce writes on behalf of WARC, which is a premier provider of information and insight to the global marketing, advertising, media and research industries. WARC Online, its website is the world’s largest source of marketing insight.
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