Context and content
: More on the stone-skipping nature of advertising via word-coincidence on Google vs. the richer relationship building of sponsoring content.
CNet CEO Shelby Bonnie underscored the value content providers offer to marketers and advertisers. Bonnie said that the search and directory and comparison-shopping companies are essentially offering commodity services similar to yellow-page advertising. These services fulfill demand, as opposed to content providers, which create demand, he suggested. To this end, marketers will be driven to advertise on the content pages to influence buying decisions and create demand.
That has always been the value of advertising in content; that has been what has supported the content industry (vs. the directory business). Branding will happen associated with content (that’s the relationship I was talking about); messages will get across associated with content (that’s why campaigns are advertising on weblogs). [via PaidContent]
