User Targeted Media Content
This Medium will focus on the different ways in which the media targets and executes advertisements through one of the internets most powerful search engines; GOOGLE
GOOGLE is a key source for targeted ads, as well as Google’s role in targeted advertising. To begin, Google is one of the most used search engines on the web. Billions of viewers each day search through google, thus making it a prime location for advertisements. Google automatically produces targeted ads to their audience based on several ways, however this section will highlight their three main ways of advertisement. The first way is “Contextual Targeting” (Google), which is ads placed on the internet and appear frequently for a user based on their searches, most viewed websites, and the overall identity of the person. This form of advertising can better be expressed as, “advertising that typically occurs on a banner or pop-up ad on a website. Contextual ad systems target advertising to a specific user based on the keywords on the page he or she is visiting” (Larry Kim SEO). This is the reason why someone can be on Facebook and see an ad for clothes that you have recently searched for on Amazon.com. The next form of advertisement is “Placement Targeting” (Google). Placement Targeting takes more effort on the part of the advertiser in that they choose specific websites to run their ads on and are based on the user interests and what the ad has to offer. Placement Targeting is the most effective because, “it allows you to access the largest ad network on the web, the Google display network (GDN), which reaches over 70% of the global internet audience and serves between six and seven billion ads each day.” (Dreller SEL). The Placement Targeting method reaches a wider audience, however it takes more time on the producer to tailor the correlation of the ads to the specific person. The third and final style of advertisement that from Google is, “Interest-Based Advertising” (Google). This form of advertisement tailors to the user’s interests as well as demographics, such as sports and gender. Interest-Based Advertising, “makes ads less annoying and irrelevant. Women are likely to see fewer ads about men’s shaving products and younger people may see more ads about concerts than luxury cars.” (Network Advertising Initiative). It relates to the interests of the specific person and catches more of their attention. Someone who constantly looks up sports all day, would not want to see an advertisement for pets. Google uses these three main forms of advertisement, along with others, to produces a powerful search engine that thrives off of the marketing and promotion of consumer goods and services.
Dreller, Josh. “An Introduction To Google’s Placement Targeting.” Search Engine Land. Search Engine Land, 21 Oct. 2010. Web.
Google. “How Ads Are Targeted to Your Site.” — AdSense Help. Google, 2016. Web. <https://support.google.com/adsense/answer/9713?hl=en>.
Kim, Larry. “10 Facts and Trends about Contextual Advertising — Search Engine Journal.” Search Engine Journal. Search Engine Journal, 15 Sept. 2010. Web. <https://www.searchenginejournal.com/10-facts-and-trends-about-contextual-advertising/24098/>.
Network Advertising Initiative. “Understanding Online Advertising.” Network Advertising Initiative. Network Advertising Initiative, n.d. Web. <https%3A%2F%2Fwww.networkadvertising.org%2Funderstanding-online-advertising>.