(go) Outside of search ads and native ads, Swoop sees a third possibility

Retric 1 hours agoOutside of search ads and native ads, Swoop sees a third possibility

Banner ads have been around for more than 20 years, and for 20 years there has been little real development in banner advertising--they hang on the site as always, occupying a valuable space on the page, as long as nail house is reluctant to leave.

On the other hand, users have a strong immunity to banner ads. In addition to shaking hands, they generally do not go to dot the banner ads on the site, while browsing the site content, has already acquired a pair with automatic shielding advertising function of titanium alloy eye.

Banner ads are annoying, and the CTR is not ideal, on average less than 0.1%. But in fact, the original people on the World Wide Web on the demand for advertising, such as I am reading novels on the internet, the author of the Snow Beer with fried chicken Two is the best to chew together, I would like to have a KFC fried chicken beer ads, direct point can be online shopping, and so I read the next chapter, Maybe I'm already eating beer and fried chicken.

At this point the ad is much like a content. The difference between advertising and content--in addition to marketing purposes and over-packaging--is another factor affecting who the audience is. Vulgar point, the male root of the pill ads for a female netizen will be very annoying ads, to a side of the internet side of the sweating of middle-aged uncle, perhaps some kind of consumption content.

Internet advertising is too easy to expose, so they often disguised as content, to induce users to read consumption-but "disguise" means that you are ultimately "not" a kind of content, to find the right audience to try to make ads "into" content. In fact, a lot of e-commerce in the use of a variety of recommended algorithms to the potential users to advertise, but because the recommendation algorithm is too bad, often have a strong feeling of force. such as Amazon, six months ago I just accidentally ordered a comic product, it has been dead and not face repeatedly recommend me a pile of new comic books, completely ignoring me is not a two-time dead house facts.

Many people may think that to find the right audience is actually the equivalent of narrowing the scope of advertising, to "advertise" The four words is not a face-beating it. This, of course, is also a problem, but in order to transform the effect of advertising, businesses can also make a certain sacrifice and trade-offs. If I am a wayward business, is not want to let the male root of the pill ads only appear in middle-aged uncle eyes? I want to make this trademark can also let female netizens see, increase visibility, but also do not let those who are not advertising audience users feel uncomfortable, then I what to do?

A foreign advertising service provider, Swoop, has come up with a new way of advertising, trying to change "deliberately looking for the right audience to advertise" to "display ads in the right scenario + the right time." The start-up company, founded in 2012, has just received $2.1 million in financing, with a total financing of $13.4 million.

What swoop does is simple: Use the machine to automatically read and analyze the text content on the website, and then add the links to the specific text next to it. For example, there is a recipe site is to teach people to cook, one of the recipes said braised lion head needs pork, quail eggs, horseshoe and other raw materials, swoop can automatically add the connection after these raw materials, the user moved the mouse to the top, will appear a small window display advertising information, click the link will point to the specific purchase Pork e-commerce website. It looks like this, followed by a colored link behind the black text.

Adding an ad link to the content may seem simple, but there's some truth to it: through text recognition, displaying ad links in specific scenarios and opportunities, the ad is likely to be something the user needs, such as the beer and fried chicken examples mentioned earlier. Swoop lets ads appear when users may need it, but it's much like searching for ads to do things. Google's search ads are in the search results next to the relevant advertising links, and search is the user actively to the Internet for information on a process, so search ads are likely to be users need consumer content, their click-through rate is much larger than the banner ads, around 2.5%. Of course, a certain degree of advertising directly in the search results is not the same as Google, not in the scope of the discussion.

Search ads make a lot of money, but the specific content of the search results is actually provided by various websites, which may seem a bit unfair. Swoop's approach is just enough to compensate for this unfairness, and the site can make a profit by linking some of the ads while providing content. On the other hand, for advertisers, advertising has become simpler: as long as the swoop to provide some advertising keywords, swoop can automatically link the ads to the appropriate content of the site, while the advertising effect is not necessarily worse than the search ads.

The real advantage of swoop is that it uses technology to divide the content of the site into a number of small pieces, each of which automatically identifies and correlates with the corresponding ad, so that the cost of processing the ad becomes low while guaranteeing the effect.

When it comes to advertising and content conversion, native ads may be the best. But native ads need to be deployed on the right platform (such as Facebook, Twitter, Weibo) to some extent limiting the development of native ads. More importantly, the original advertisement because wants to directly make the advertisement to be beneficial to the user content, the advertisement deployment cost is much bigger, people need to spend more time to come up with a native advertisement plan, or consume some resources to maintain the advertisement account. This point on the swoop compared to native ads is advantageous, swoop ads are mainly machine-done things, can be widely used.

The majority of people's view of internet advertising is that "search ads prop up a day, and the future will be the original ads." In addition to the search ads and native ads, swoop this seemingly humble advertising way, I think it is also worthy of attention. Of course, if the Internet is covered with such short-link ads everywhere, it seems that ...

(go) Outside of search ads and native ads, Swoop sees a third possibility