Sunday, December 26, 2010

Display advertising: Google's Vision

Google's vision of dynamic advertising includes the ability to change offers, on the fly, based on such issues as weather.

Imagine you own a popular coffee chain in Denver that you want to promote. On Monday afternoon, it’s warm and 80 degrees in the city. You run a display ad campaign online that offers Denverites a discount coupon for an iced cold latte, with a searchable map embedded in the ad to show local branches, and a real-time feed from people who have tweeted publicly about your newest flavor.

That evening, a cold front rolls over the Rockies. Your ad automatically and dynamically adjusts to present a photo of a hot, steaming cup of hot chocolate in front of a warm fireplace, together with a home delivery number and an offer of free marshmallows.

If you live in Denver, you know a 40-degree temperature swing in a single day is quite possible. The ability to change an offer on the fly is something local advertisers have not had, up to this point.

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