A large part of my week is spent keeping up with the Jones's...websites. Everything is constantly shifting in the world of web marketing, the rules (and search engine algorithms) change by the day. Because of this, exhaustive efforts are made to curry favor with the Great White Whale of the internet: Google.
Google is frighteningly intelligent.
Have you ever noticed how Google appears to anticipate what you are REALLY looking for? You might enter the phrase "used auto parts Toyota" in the search box and Google returns twenty listings for used Toyota parts...in your neighborhood.
That level of accuracy merely skims the surface of what Google can do; there are a whole host of tools Google provides webmasters of which the casual web user is unaware.
AdSense is one such tool. AdSense, in a nutshell, matches relevant ads to a site's content. Google already does this exceedingly well, but recently has announced what they call "improved contextual targeting." You'll find yourself on a website, say, planning a ski trip to snowy Lake Tahoe, and what will appear next to the lodging options but a cozy ad for L.L. Bean. Coincidence? Obviously not, but what you may not realize is that that ad was served up to you from a pool of ads, dynamically.
We coach our digital signage operators to take a similar approach with respect to management of their networks. It's insufficient merely to create compelling visuals for digital displays. These days, contextual targeting is everything. Know your audience, understand their habits, anticipate their needs and deliver your messages at the right place, at the right time.
One advantage digital signage advertisers have over internet advertisers is that the targeted consumer is already out of the house! (In fact, the industry term is "Digital Out of Home", or DOOH) It's much easier to sell paint to a person in a hardware store than it is to a person lounging on their couch with a laptop.
Context.
Google is frighteningly intelligent.
Have you ever noticed how Google appears to anticipate what you are REALLY looking for? You might enter the phrase "used auto parts Toyota" in the search box and Google returns twenty listings for used Toyota parts...in your neighborhood.
That level of accuracy merely skims the surface of what Google can do; there are a whole host of tools Google provides webmasters of which the casual web user is unaware.
AdSense is one such tool. AdSense, in a nutshell, matches relevant ads to a site's content. Google already does this exceedingly well, but recently has announced what they call "improved contextual targeting." You'll find yourself on a website, say, planning a ski trip to snowy Lake Tahoe, and what will appear next to the lodging options but a cozy ad for L.L. Bean. Coincidence? Obviously not, but what you may not realize is that that ad was served up to you from a pool of ads, dynamically.
We coach our digital signage operators to take a similar approach with respect to management of their networks. It's insufficient merely to create compelling visuals for digital displays. These days, contextual targeting is everything. Know your audience, understand their habits, anticipate their needs and deliver your messages at the right place, at the right time.
One advantage digital signage advertisers have over internet advertisers is that the targeted consumer is already out of the house! (In fact, the industry term is "Digital Out of Home", or DOOH) It's much easier to sell paint to a person in a hardware store than it is to a person lounging on their couch with a laptop.
Context.
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