Are you noticing the same ads chasing you on YouTube and other blogs? For me it’s these Keurig ads that seem to be constantly becoming. If you haven’t experienced this, turn on cookies, turn off your egregious ad blockers (stalkerofnalts), and visit the CafePress Nalts store.
With luck, you’ll find ads by CafePress surfacing everywhere.
Google owns YouTube, and the company powers many of the display advertisements that appear on blogs and websites. Google and its advertisers are getting smarter and more targeted. Using your login and cookies, Google allows advertisers to target those of us who have searched keywords or visited certain websites, and it’s called “site retargeting.” Google actually calls it “remarketing,” and it’s not new (see TechCrunch piece almost a year ago).
An example: if you’ve visited Holiday Inn’s website to book a flight, you’re far more likely to be “promotional sensitive” to a future Holiday Inn advertisement (especially an “offer” or discount). You’re worth more, you’re a better target, and you’re far more likely to yield a financial benefit to the advertiser.
Is it creepy? Yes and no. You won’t see it for some advertisers (pharmaceutical brands) and you’re not yet being targeted by such personalized information as your address or purchase behavior. While it does sometimes feel “big brother” it means we’re going to be paying more attention to the banner ads that are otherwise barely registered by the eye. Relevancy, I’d argue, is good for content providers (YouTube creators), websites (who often rely on ad dollars), advertisers (brands) and Google itself. I would also prefer to see ads that are targeted to me, rather than another automobile ad when I’m not even “in the market” for a new car. Besides, my wife does all the purchasing around here.
Is it annoying? It feels wasteful, but it does take about 5-10 impressions to compel most of us to action. So expect to get fatigue of certain ads, and don’t think other people are necessarily seeing the same ads. We’re seeing fewer brands buying loads of YouTube “inventory” and most are targeting. That means they can afford a higher frequency of ads, but will certainly be watching for the “point of diminishing returns.”
What I like best about this from the brand perspective is that it’s more difficult for a YouTuber or blogger to “game” this system. It also shifts the dollars to those who dollars to those with the right demographics not sheer size of audience. Thus YouTube partners will find an increasing discrepancy between their “CPM” (or income per view). Even as one YouTube partner, I might (and should) receive a different income for people watching a family video than one about farts, because they attract different audiences worth varying spend by advertisers.
Keep in mind that audiences are not created equally. Moms are worth far more than others (young kids). That’s what I like best. I’m really hot with the soccer moms, right Sukatra? So if you want to help your favorite creator make money, get your mama watching.
Here’s a video by Google that explains this to advertisers, and it will give you insights into what’s happening. And if you’re freaked by these, check out LifeHacker to find out how you can escape from ad tracking.