Google Expands Ads

Google Logo, originally uploaded by MaynardClark.

By Sankar bb

Pop-up ads are really annoying. Would anyone disagree with this? It might be hard to find a reason, then, why Google is expanding ads. Google’s AdSense program will take ads that start out as banners or square ads and make them expandable—meaning they will cover most of the webpage. Initially, this sounds like a bad move, but Google says they won’t be annoying. That’s because, unlike a lot of ads, these will not enlarge on their own, or even with a click-over by the user. The user will have to click on the small ad to see the large ad. This doesn’t sound so bad because it will be a conscious decision on the part of the user to see a bigger version of the ad. Google says this format will be helpful when viewing movie trailers, video game clips and images that require a focus on detail. Google explains more about it in a blog post.

What’s the reaction to this decision? Blogger at PC World Ian Paul acknowledges how annoying pop-up ads are but says this is different. He says the choice to make the ads expand only if they are clicked on shows that Google “weighs the average user’s preferences with a Web publisher’s needs to offer a variety of ad models to advertisers.” Paul quotes blogger Darren Rowse of Pro Blogger who complains about the lack of benefit for the publisher: “…if our readers don’t click the ads we as a publisher get no benefit from them despite them expanding and covering up part of our site.”

While the format of the expandable ads will please most users because their pop-up ability is controlled, it’s easy to see the frustration of the publishers who won’t be getting anything out of this except an ad covering up their site. Online advertising is a tricky thing to master. Advertisers have walked a fine line when it comes to new tactics and strategies because they want to generate revenue while pleasing both the consumer and the publisher. There is no one right answer when it comes to advertising. It is best amended by time, along with trial and error. Google is trying something new here. It might be successful, and it might not be. But at least they’re giving it a try.

Lets support Google for this service and make it successful.