Dapper vs. Google

April 20, 2009 ·

today google announced intentions to go after the online display market, a break from it's core business in search. as the link indicates, google analyzed it's content network and found it to be more cost effective than search, though still a smaller component to overall revenue and searches. where this data leads google is to say that the content network holds a lot of potential for more than returning just textual, search ads.

meet dapper, a tech that contextually delivers advertising based on page contents and inner-site searches and other data based content. much like google, dapper scans the page for relevant keywords and determines the context, then serves ads based on that.

at last, a marriage of the highly effective, and cost efficient search world with brand building image ads. but does it deliver?

immediately, i love the notion of an ad being more relevant to the environment. as a planner, the context is probably my biggest input in site selection and media placement. to add another layer of that is a real sweet spot. it makes the placement a beacon for consumer engagement and interaction.

this holds tremendous potential for a number of advertisers and industries. dapper's video shows some real easy examples of how to dynamically push ads. as with search, the primary benefactors are e-commerce companies. what about true brand advertisers?

where i'd like to see it go is graphical ads where images can be pulled from a library into preset animations with text generated all from input from the contents of the page? doable? hard to say. maybe. will it look good and just how many iterations can really be made? i don't have answers, but it's exciting to see where it goes and how far it can be pushed.




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