Comments on: Online advertising is all about purchasing intent http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/ Wed, 08 Feb 2012 16:40:53 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Our Shared Memory—a Great Place for Business | Brad Noble http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-17143 Our Shared Memory—a Great Place for Business | Brad Noble Thu, 19 Jan 2012 21:18:13 +0000 http://www.cdixon.org/?p=1179#comment-17143 [...] at work—places like Google search or Pinterest or Svpply where people actively demonstrate purchase intent relative to their [...] [...] at work—places like Google search or Pinterest or Svpply where people actively demonstrate purchase intent relative to their [...]

]]> By: The Blog of Burgher Jon » Twitter’s Bait and Switch http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-14310 The Blog of Burgher Jon » Twitter’s Bait and Switch Wed, 01 Jun 2011 11:31:22 +0000 http://www.cdixon.org/?p=1179#comment-14310 [...]  I expect that Twitter search will monetize poorly because most searches on Twitter don’t have purchasing intent.  Twitter’s move into mobile clients and hints about a more engaging website suggest they may [...] [...]  I expect that Twitter search will monetize poorly because most searches on Twitter don’t have purchasing intent.  Twitter’s move into mobile clients and hints about a more engaging website suggest they may [...]

]]> By: Online privacy: What’s at stake « Cloud Computing Inc. Cloud Hosting, Deployment, Solutions and Support. http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-11392 Online privacy: What’s at stake « Cloud Computing Inc. Cloud Hosting, Deployment, Solutions and Support. Fri, 22 Oct 2010 23:38:22 +0000 http://www.cdixon.org/?p=1179#comment-11392 [...] from startups. Companies like Blue Kai and Magnetic are bringing search intent (particularly purchasing intent – the core of Google’s profits) to display ads.  Companies like Media6Degrees are using [...] [...] from startups. Companies like Blue Kai and Magnetic are bringing search intent (particularly purchasing intent – the core of Google’s profits) to display ads.  Companies like Media6Degrees are using [...]

]]> By: Online privacy: What’s at stake | College Stock Pro http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-11390 Online privacy: What’s at stake | College Stock Pro Fri, 22 Oct 2010 20:54:05 +0000 http://www.cdixon.org/?p=1179#comment-11390 [...] from startups. Companies like Blue Kai and Magnetic are bringing hunt vigilant (particularly purchasing intent – a core of Google’s profits) to arrangement ads.  Companies like Media6Degrees are [...] [...] from startups. Companies like Blue Kai and Magnetic are bringing hunt vigilant (particularly purchasing intent – a core of Google’s profits) to arrangement ads.  Companies like Media6Degrees are [...]

]]> By: cdixon.org – chris dixon's blog / Online privacy: what’s at stake http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-11365 cdixon.org – chris dixon's blog / Online privacy: what’s at stake Fri, 22 Oct 2010 05:28:19 +0000 http://www.cdixon.org/?p=1179#comment-11365 [...] from startups. Companies like Blue Kai and Magnetic are bringing search intent (particularly purchasing intent – the core of Google’s profits) to display ads.  Companies like Media6Degrees are [...] [...] from startups. Companies like Blue Kai and Magnetic are bringing search intent (particularly purchasing intent – the core of Google’s profits) to display ads.  Companies like Media6Degrees are [...]

]]> By: Chris Paul » Blog Archive » Purchasing Intent http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-11349 Chris Paul » Blog Archive » Purchasing Intent Tue, 19 Oct 2010 03:03:59 +0000 http://www.cdixon.org/?p=1179#comment-11349 [...] —Chris Dixon: Online advertising is all about purchasing intent [...] [...] —Chris Dixon: Online advertising is all about purchasing intent [...]

]]> By: Preempting Search – As Featured on TechCrunch | Demystifying Digital Commerce http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-10057 Preempting Search – As Featured on TechCrunch | Demystifying Digital Commerce Fri, 03 Sep 2010 20:19:35 +0000 http://www.cdixon.org/?p=1179#comment-10057 [...] a wide class of goods and services by preempting search on Google. Given Google’s dependence on harvesting “transactional intent” for its revenue, the key is to move transaction initiation off of [...] [...] a wide class of goods and services by preempting search on Google. Given Google’s dependence on harvesting “transactional intent” for its revenue, the key is to move transaction initiation off of [...]

]]> By: Preempting Search | The Good NET Guide http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-9925 Preempting Search | The Good NET Guide Tue, 24 Aug 2010 19:25:37 +0000 http://www.cdixon.org/?p=1179#comment-9925 [...] a wide class of goods and services by preempting search on Google. Given Google’s dependence on harvesting “transactional intent” for its revenue, the key is to move transaction initiation off of [...] [...] a wide class of goods and services by preempting search on Google. Given Google’s dependence on harvesting “transactional intent” for its revenue, the key is to move transaction initiation off of [...]

]]> By: Preempting Search » Tech Reviews http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-9924 Preempting Search » Tech Reviews Tue, 24 Aug 2010 19:00:30 +0000 http://www.cdixon.org/?p=1179#comment-9924 [...] a wide class of goods and services by preempting search on Google. Given Google’s dependence on harvesting “transactional intent” for its revenue, the key is to move transaction initiation off of [...] [...] a wide class of goods and services by preempting search on Google. Given Google’s dependence on harvesting “transactional intent” for its revenue, the key is to move transaction initiation off of [...]

]]> By: DVRHDMI » Preempting Search http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-9923 DVRHDMI » Preempting Search Tue, 24 Aug 2010 18:24:19 +0000 http://www.cdixon.org/?p=1179#comment-9923 [...] a wide class of goods and services by preempting search on Google. Given Google’s dependence on harvesting “transactional intent” for its revenue, the key is to move transaction initiation off of [...] [...] a wide class of goods and services by preempting search on Google. Given Google’s dependence on harvesting “transactional intent” for its revenue, the key is to move transaction initiation off of [...]

]]> By: Preempting Search | BJD Productions Blog http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-9921 Preempting Search | BJD Productions Blog Tue, 24 Aug 2010 18:10:30 +0000 http://www.cdixon.org/?p=1179#comment-9921 [...] a wide class of goods and services by preempting search on Google. Given Google’s dependence on harvesting “transactional intent” for its revenue, the key is to move transaction initiation off of [...] [...] a wide class of goods and services by preempting search on Google. Given Google’s dependence on harvesting “transactional intent” for its revenue, the key is to move transaction initiation off of [...]

]]> By: Preempting Search | BJD Productions Blog http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-9922 Preempting Search | BJD Productions Blog Tue, 24 Aug 2010 18:10:30 +0000 http://www.cdixon.org/?p=1179#comment-9922 [...] a wide class of goods and services by preempting search on Google. Given Google’s dependence on harvesting “transactional intent” for its revenue, the key is to move transaction initiation off of [...] [...] a wide class of goods and services by preempting search on Google. Given Google’s dependence on harvesting “transactional intent” for its revenue, the key is to move transaction initiation off of [...]

]]> By: Why Facebook's Open Graph Will Fall Short In Converting "Social Proof" Sales | rsedmak http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-9763 Why Facebook's Open Graph Will Fall Short In Converting "Social Proof" Sales | rsedmak Fri, 23 Jul 2010 14:15:06 +0000 http://www.cdixon.org/?p=1179#comment-9763 [...] bringing social purchasing/liking data to users while they’re engaged in behavior that shows purchasing intent (e.g. they’re on an e-commerce site).  Open Graph solves this problem by distributing social [...] [...] bringing social purchasing/liking data to users while they’re engaged in behavior that shows purchasing intent (e.g. they’re on an e-commerce site).  Open Graph solves this problem by distributing social [...]

]]> By: Graphs cdixon.org – chris dixon's blog http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-9724 Graphs cdixon.org – chris dixon's blog Thu, 22 Jul 2010 17:13:29 +0000 http://www.cdixon.org/?p=1179#comment-9724 [...] Endorsement: An endorsement graph is one in which  people endorse institutions, products, services or other people for a particular skill or activity. LinkedIn created a successful professional graph and a less successful endorsement graph. Facebook seems to be trying to layer an endorsement graph on its social graph with its Like feature. A general endorsement graph could be useful for purchasing decisions and hence highly monetizable. [...] [...] Endorsement: An endorsement graph is one in which  people endorse institutions, products, services or other people for a particular skill or activity. LinkedIn created a successful professional graph and a less successful endorsement graph. Facebook seems to be trying to layer an endorsement graph on its social graph with its Like feature. A general endorsement graph could be useful for purchasing decisions and hence highly monetizable. [...]

]]> By: Amazon, eBay, Google: the Marketplace war http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-8853 Amazon, eBay, Google: the Marketplace war Wed, 02 Jun 2010 14:07:52 +0000 http://www.cdixon.org/?p=1179#comment-8853 [...] cercano di comperare un oggetto. Le altre ricerche correlate a notizie, blog, video, sono più una perdita che un guadagno. Fino a quando le ricerche sono frammentate in un mucchio di competitori, il cliente cerca su [...] [...] cercano di comperare un oggetto. Le altre ricerche correlate a notizie, blog, video, sono più una perdita che un guadagno. Fino a quando le ricerche sono frammentate in un mucchio di competitori, il cliente cerca su [...]

]]> By: Amazon Vs. Google: How Amazon's Growth Puts Google at Serious Risk | Startups http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-8432 Amazon Vs. Google: How Amazon's Growth Puts Google at Serious Risk | Startups Sun, 23 May 2010 01:17:18 +0000 http://www.cdixon.org/?p=1179#comment-8432 [...] core businesses. Like Amazon, Google makes the vast majority of its revenue from users who are looking to make an online purchase. Other query types - searches related to news, blog posts, funny videos, etc. - are mostly a loss [...] [...] core businesses. Like Amazon, Google makes the vast majority of its revenue from users who are looking to make an online purchase. Other query types – searches related to news, blog posts, funny videos, etc. – are mostly a loss [...]

]]> By: While Google fights on the edges, Amazon is attacking their core cdixon.org – chris dixon's blog http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-8296 While Google fights on the edges, Amazon is attacking their core cdixon.org – chris dixon's blog Sat, 22 May 2010 16:28:56 +0000 http://www.cdixon.org/?p=1179#comment-8296 [...] the core businesses. Like Amazon, Google makes the vast majority of its revenue from users who are looking to make an online purchase. Other query types – searches related to news, blog posts, funny videos, etc. – are [...] [...] the core businesses. Like Amazon, Google makes the vast majority of its revenue from users who are looking to make an online purchase. Other query types – searches related to news, blog posts, funny videos, etc. – are [...]

]]> By: | Startups http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-8249 | Startups Mon, 17 May 2010 13:11:54 +0000 http://www.cdixon.org/?p=1179#comment-8249 [...] It is customary to divide online advertising into two categories: direct response and brand advertising. I prefer instead to divide it according to the mindset of users: whether or not they are actively looking to purchase something (i.e. they have purchasing intent).* [...] [...] It is customary to divide online advertising into two categories: direct response and brand advertising. I prefer instead to divide it according to the mindset of users: whether or not they are actively looking to purchase something (i.e. they have purchasing intent).* [...]

]]> By: Facebook Is About To Try To Dominate Display Ads The Way Google Dominates Text Ads (GOOG) « Apple News Daily http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-8238 Facebook Is About To Try To Dominate Display Ads The Way Google Dominates Text Ads (GOOG) « Apple News Daily Mon, 17 May 2010 05:16:58 +0000 http://www.cdixon.org/?p=1179#comment-8238 [...] It is customary to divide online advertising into two categories: direct response and brand advertising. I prefer instead to divide it according to the mindset of users: whether or not they are actively looking to purchase something (i.e. they have purchasing intent).* [...] [...] It is customary to divide online advertising into two categories: direct response and brand advertising. I prefer instead to divide it according to the mindset of users: whether or not they are actively looking to purchase something (i.e. they have purchasing intent).* [...]

]]> By: Facebook is about to try to dominate display ads the way Google dominates text ads cdixon.org – chris dixon's blog http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-8189 Facebook is about to try to dominate display ads the way Google dominates text ads cdixon.org – chris dixon's blog Sat, 15 May 2010 22:07:12 +0000 http://www.cdixon.org/?p=1179#comment-8189 [...] It is customary to divide online advertising into two categories: direct response and brand advertising. I prefer instead to divide it according to the mindset of users: whether or not they are actively looking to purchase something (i.e. they have purchasing intent).* [...] [...] It is customary to divide online advertising into two categories: direct response and brand advertising. I prefer instead to divide it according to the mindset of users: whether or not they are actively looking to purchase something (i.e. they have purchasing intent).* [...]

]]> By: Why Google Makes So Much More Money Than Facebook | Startups http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-7789 Why Google Makes So Much More Money Than Facebook | Startups Sun, 11 Apr 2010 04:57:50 +0000 http://www.cdixon.org/?p=1179#comment-7789 [...] revenue-generating combination:  people come to the site often, leave quickly, and often have purchasing intent. Facebook has tons of visitors but they generally come to socialize, not to buy things, and they [...] [...] revenue-generating combination:  people come to the site often, leave quickly, and often have purchasing intent. Facebook has tons of visitors but they generally come to socialize, not to buy things, and they [...]

]]> By: Twitter and third-party Twitter developers cdixon.org – chris dixon's blog http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-7716 Twitter and third-party Twitter developers cdixon.org – chris dixon's blog Sat, 10 Apr 2010 13:56:57 +0000 http://www.cdixon.org/?p=1179#comment-7716 [...] expect that Twitter search will monetize poorly because most searches on Twitter don’t have purchasing intent.  Twitter’s move into mobile clients and hints about a more engaging website suggest they [...] [...] expect that Twitter search will monetize poorly because most searches on Twitter don’t have purchasing intent.  Twitter’s move into mobile clients and hints about a more engaging website suggest they [...]

]]> By: Calculated Crunch News » Blog Archive » News is a lousy business for Google too http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-7637 Calculated Crunch News » Blog Archive » News is a lousy business for Google too Mon, 05 Apr 2010 16:32:07 +0000 http://www.cdixon.org/?p=1179#comment-7637 [...] of queries) because their real business is selling ads on queries where the user likely has purchasing intent. Big money-making categories include travel, consumer electronics and malpractice lawyers. News [...] [...] of queries) because their real business is selling ads on queries where the user likely has purchasing intent. Big money-making categories include travel, consumer electronics and malpractice lawyers. News [...]

]]> By: AdBook, AdSpace and AdLinked « excapite http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-7609 AdBook, AdSpace and AdLinked « excapite Fri, 02 Apr 2010 00:36:02 +0000 http://www.cdixon.org/?p=1179#comment-7609 [...] has the perfect revenue-generating combination:  people come to the site often, leave quickly, and often have purchasing intent. Facebook has tons of visitors but they generally come to socialize, not to buy things, and they [...] [...] has the perfect revenue-generating combination:  people come to the site often, leave quickly, and often have purchasing intent. Facebook has tons of visitors but they generally come to socialize, not to buy things, and they [...]

]]> By: Stickiness is bad for business | Igniting Startups - nPost http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-7596 Stickiness is bad for business | Igniting Startups - nPost Mon, 29 Mar 2010 14:58:12 +0000 http://www.cdixon.org/?p=1179#comment-7596 [...] revenue-generating combination:  people come to the site often, leave quickly, and often have purchasing intent. Facebook has tons of visitors but they generally come to socialize, not to buy things, and they [...] [...] revenue-generating combination:  people come to the site often, leave quickly, and often have purchasing intent. Facebook has tons of visitors but they generally come to socialize, not to buy things, and they [...]

]]> By: Stickiness is bad for business cdixon.org – chris dixon's blog http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-7485 Stickiness is bad for business cdixon.org – chris dixon's blog Thu, 25 Mar 2010 13:12:18 +0000 http://www.cdixon.org/?p=1179#comment-7485 [...] revenue-generating combination:  people come to the site often, leave quickly, and often have purchasing intent. Facebook has tons of visitors but they generally come to socialize, not to buy things, and they [...] [...] revenue-generating combination:  people come to the site often, leave quickly, and often have purchasing intent. Facebook has tons of visitors but they generally come to socialize, not to buy things, and they [...]

]]> By: News is a lousy business for Google too cdixon.org – chris dixon's blog http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-7186 News is a lousy business for Google too cdixon.org – chris dixon's blog Sun, 07 Mar 2010 20:48:26 +0000 http://www.cdixon.org/?p=1179#comment-7186 [...] of queries) because their real business is selling ads on queries where the user likely has purchasing intent. Big money-making categories include travel, consumer electronics and malpractice lawyers. News [...] [...] of queries) because their real business is selling ads on queries where the user likely has purchasing intent. Big money-making categories include travel, consumer electronics and malpractice lawyers. News [...]

]]> By: Beyond Relevance - Greg Hills http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-7108 Beyond Relevance - Greg Hills Mon, 22 Feb 2010 20:16:33 +0000 http://www.cdixon.org/?p=1179#comment-7108 [...] budgets relative to other mediums such as television.  One reason is that digital is very good at harvesting purchase intent for products sold online, but other mediums, like TV, are better suited for purchase intent [...] [...] budgets relative to other mediums such as television.  One reason is that digital is very good at harvesting purchase intent for products sold online, but other mediums, like TV, are better suited for purchase intent [...]

]]> By: The Outclick | VigLink Blog http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-5884 The Outclick | VigLink Blog Mon, 11 Jan 2010 08:00:45 +0000 http://www.cdixon.org/?p=1179#comment-5884 [...] cites one of his readers Tim Ogilvie defining the difference between “intent generators” and “intent harvesters” [...] [...] cites one of his readers Tim Ogilvie defining the difference between “intent generators” and “intent harvesters” [...]

]]> By: Search and the social graph | Igniting Startups - nPost http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-5307 Search and the social graph | Igniting Startups - nPost Wed, 23 Dec 2009 15:33:02 +0000 http://www.cdixon.org/?p=1179#comment-5307 [...] it’s a reality). Online advertising revenue is directly correlated with finding users who have purchasing intent. Google’s true primary competitive threats are product-related sites, especially Amazon. As it [...] [...] it’s a reality). Online advertising revenue is directly correlated with finding users who have purchasing intent. Google’s true primary competitive threats are product-related sites, especially Amazon. As it [...]

]]> By: Yaniv Nizan http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-5735 Yaniv Nizan Fri, 09 Oct 2009 17:26:27 +0000 http://www.cdixon.org/?p=1179#comment-5735 Very true - obviously the ability to measure "direct response" is one of the unique advantages of the web as a media channel. However, it's also the Achilles Hill since it's pushing the lucrative display advertising to other media channels. Very true – obviously the ability to measure “direct response” is one of the unique advantages of the web as a media channel. However, it's also the Achilles Hill since it's pushing the lucrative display advertising to other media channels.

]]> By: Yaniv Nizan http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3861 Yaniv Nizan Fri, 09 Oct 2009 10:26:27 +0000 http://www.cdixon.org/?p=1179#comment-3861 Very true - obviously the ability to measure "direct response" is one of the unique advantages of the web as a media channel. However, it's also the Achilles Hill since it's pushing the lucrative display advertising to other media channels. Very true – obviously the ability to measure “direct response” is one of the unique advantages of the web as a media channel. However, it's also the Achilles Hill since it's pushing the lucrative display advertising to other media channels.

]]> By: The Startup Journey http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3856 The Startup Journey Fri, 09 Oct 2009 07:39:46 +0000 http://www.cdixon.org/?p=1179#comment-3856 <strong>Why Online Video is Perfect for Preformance Advertising...</strong> Not too long ago I published a post called “why online video advertising will never work” I would actually like to take some of it back. Don’t get me wrong, I still believe that the expectation that online video advertising will become even close to TV... Why Online Video is Perfect for Preformance Advertising…

Not too long ago I published a post called “why online video advertising will never work” I would actually like to take some of it back. Don’t get me wrong, I still believe that the expectation that online video advertising will become even close to TV…

]]> By: chris dixon http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3481 chris dixon Wed, 30 Sep 2009 12:28:05 +0000 http://www.cdixon.org/?p=1179#comment-3481 I suspect you are right. I suspect you are right.

]]> By: ewiesen http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3479 ewiesen Wed, 30 Sep 2009 12:09:43 +0000 http://www.cdixon.org/?p=1179#comment-3479 Somewhat late to this post, but you articulate exactly why I have never thought search was Twitter's big opportunity. It's very cool that I can find out about the plane crashing in the Hudson first on Twitter, but that has no commercial value. If I want to buy a camer and I'm deciding between a Nikon and a Canon, I don't really need the "real time web" for that search. I have no doubt there are significant *commercial* opportunities in real time, but just replicating Google's model doesn't seem likely to work at anywhere near the same scale, since most real-time searches are not inherently commercial and are thus far lower value to advertisers. Somewhat late to this post, but you articulate exactly why I have never thought search was Twitter's big opportunity. It's very cool that I can find out about the plane crashing in the Hudson first on Twitter, but that has no commercial value. If I want to buy a camer and I'm deciding between a Nikon and a Canon, I don't really need the “real time web” for that search. I have no doubt there are significant *commercial* opportunities in real time, but just replicating Google's model doesn't seem likely to work at anywhere near the same scale, since most real-time searches are not inherently commercial and are thus far lower value to advertisers.

]]> By: Planner Reads » Blog Archive » Why content sites are getting ripped off http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3415 Planner Reads » Blog Archive » Why content sites are getting ripped off Tue, 29 Sep 2009 18:30:47 +0000 http://www.cdixon.org/?p=1179#comment-3415 [...] commenter on my blog the other day (Tim Ogilvie) mentioned a distinction that I found really interesting between intent generation and intent [...] [...] commenter on my blog the other day (Tim Ogilvie) mentioned a distinction that I found really interesting between intent generation and intent [...]

]]> By: Phil Michaelson http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3335 Phil Michaelson Mon, 28 Sep 2009 22:02:19 +0000 http://www.cdixon.org/?p=1179#comment-3335 just came across the phrase "cost per impact" in an IBM paper. apparently execs will be looking for a metric like RPM in 2011. pic: <a href="http://bit.ly/2IyufK" rel="nofollow">http://bit.ly/2IyufK</a> full: <a href="http://bit.ly/sIBBU" rel="nofollow">http://bit.ly/sIBBU</a> just came across the phrase “cost per impact” in an IBM paper. apparently execs will be looking for a metric like RPM in 2011. pic: http://bit.ly/2IyufK full: http://bit.ly/sIBBU

]]> By: website design http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3294 website design Mon, 28 Sep 2009 12:09:39 +0000 http://www.cdixon.org/?p=1179#comment-3294 BusinessWeek BusinessWeek

]]> By: website design http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3293 website design Mon, 28 Sep 2009 12:09:38 +0000 http://www.cdixon.org/?p=1179#comment-3293 BusinessWeek BusinessWeek

]]> By: inversearch http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3291 inversearch Mon, 28 Sep 2009 11:57:34 +0000 http://www.cdixon.org/?p=1179#comment-3291 InverSearch is a purchasing intent / pay-per-response model. No need for RPMs. Figure a PPR Response Rate (RR):<br>Responses (outbound) / Inquiries (inbound) = Response Rate (RR)<br>R / I = RR (25 / 100 = 25%, 50 / 100 = 50%, etc). Simple. Also check out <a href="http://inversearch.blogspot.com" rel="nofollow">http://inversearch.blogspot.com</a> InverSearch is a purchasing intent / pay-per-response model. No need for RPMs. Figure a PPR Response Rate (RR):
Responses (outbound) / Inquiries (inbound) = Response Rate (RR)
R / I = RR (25 / 100 = 25%, 50 / 100 = 50%, etc). Simple. Also check out http://inversearch.blogspot.com

]]> By: chris dixon http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3257 chris dixon Mon, 28 Sep 2009 01:12:18 +0000 http://www.cdixon.org/?p=1179#comment-3257 Well, a lot of Facebook's ads now are for things like Zynga which in turn generate leads via Superrewards when users buy virtual goods. So I guess in some way Zynga is creating "lead intent" (cousin of purchasing intent) on Facebook. Well, a lot of Facebook's ads now are for things like Zynga which in turn generate leads via Superrewards when users buy virtual goods. So I guess in some way Zynga is creating “lead intent” (cousin of purchasing intent) on Facebook.

]]> By: James Valdes http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3254 James Valdes Mon, 28 Sep 2009 00:52:25 +0000 http://www.cdixon.org/?p=1179#comment-3254 Thanks Thanks

]]> By: chris dixon http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3249 chris dixon Sun, 27 Sep 2009 23:55:19 +0000 http://www.cdixon.org/?p=1179#comment-3249 Just rumor. When you talk to people all day about internet stuff you hear things like this. Just rumor. When you talk to people all day about internet stuff you hear things like this.

]]> By: James Valdes http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3248 James Valdes Sun, 27 Sep 2009 23:17:21 +0000 http://www.cdixon.org/?p=1179#comment-3248 Hi Chris,<br>Really appreciate all of your posts - very helpful and insightful. Just out of curiosity, where did you get the data point that Nextag will have revenues this year in the ballpark of Facebook’s revenues?<br>Thanks<br>Jimmy Hi Chris,
Really appreciate all of your posts – very helpful and insightful. Just out of curiosity, where did you get the data point that Nextag will have revenues this year in the ballpark of Facebook’s revenues?
Thanks
Jimmy

]]> By: parakram http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3238 parakram Sun, 27 Sep 2009 22:25:31 +0000 http://www.cdixon.org/?p=1179#comment-3238 Great points Chris. <br>Monetizing social networks through advertising has been a challenge as the user's intent on a social network is to communicate (with friends and family) and the purchase intent is almost never there - leading to a lower CTR and a lower CPC.<br><br>Do you think this applies to advertising targeted for capturing leads (as against leading to transaction) also or are there any (subtle) differences ? Great points Chris.
Monetizing social networks through advertising has been a challenge as the user's intent on a social network is to communicate (with friends and family) and the purchase intent is almost never there – leading to a lower CTR and a lower CPC.

Do you think this applies to advertising targeted for capturing leads (as against leading to transaction) also or are there any (subtle) differences ?

]]> By: Online advertising is all about purchasing intent — cdixon.org … « Advertising http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3224 Online advertising is all about purchasing intent — cdixon.org … « Advertising Sun, 27 Sep 2009 21:44:18 +0000 http://www.cdixon.org/?p=1179#comment-3224 [...] See o­­r­ig­inal­ her­e: O­nl­i­ne a­dverti­si­ng i­s a­l­l­ a­bo&#173... [...] [...] See o­­r­ig­inal­ her­e: O­nl­i­ne a­dverti­si­ng i­s a­l­l­ a­bo&#173… [...]

]]> By: chris dixon http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3229 chris dixon Sun, 27 Sep 2009 20:46:50 +0000 http://www.cdixon.org/?p=1179#comment-3229 I agree things should change in many ways. In this post I'm just reporting on the way things are. I agree things should change in many ways. In this post I'm just reporting on the way things are.

]]> By: William Mougayar http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3228 William Mougayar Sun, 27 Sep 2009 20:41:22 +0000 http://www.cdixon.org/?p=1179#comment-3228 Putting advertising closer to the purchasing decision makes sense in theory, but traditionally the purchasing process is:<br>Awareness--->Consideration---->Trial---->Purchase---->Loyalty<br>Advertising is most effective during the Awareness stage.<br>The linkage between comparison shopping and advertising is tough to make. If I'm at the comparison stage, I've already most likely narrowed my choice down to a few options, and popping an ad in front of me isn't going to send me back to researching my needs. There, I need good analytics that match my needs to the product options.<br>But we do need a better measure to CPM. Incidentally, there was a related TC article yesterday "Let's kill the CPM" <a href="http://www.techcrunch.com/2009/09/25/lets-kill-the-cpm/" rel="nofollow">http://www.techcrunch.com/2009/09/25/lets-kill-...</a> Putting advertising closer to the purchasing decision makes sense in theory, but traditionally the purchasing process is:
Awareness—>Consideration—->Trial—->Purchase—->Loyalty
Advertising is most effective during the Awareness stage.
The linkage between comparison shopping and advertising is tough to make. If I'm at the comparison stage, I've already most likely narrowed my choice down to a few options, and popping an ad in front of me isn't going to send me back to researching my needs. There, I need good analytics that match my needs to the product options.
But we do need a better measure to CPM. Incidentally, there was a related TC article yesterday “Let's kill the CPM” http://www.techcrunch.com/2009/09/25/lets-kill-…

]]> By: jonathanmendez http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3221 jonathanmendez Sun, 27 Sep 2009 19:11:31 +0000 http://www.cdixon.org/?p=1179#comment-3221 you are correct and the comparison does make your point (and of course I agree 100% with the premise here) but I think it's important to note that disambiguating intent gets much more complex - even with the query "cameras" it's likely the smallest intent segment are people that are ready to purchase. For advertisers there is also keyword match types that must be factored.<br><br>here's some previous elaboration specifically about targeting recovery v discovery <a href="http://bit.ly/XOpxM" rel="nofollow">http://bit.ly/XOpxM</a> you are correct and the comparison does make your point (and of course I agree 100% with the premise here) but I think it's important to note that disambiguating intent gets much more complex – even with the query “cameras” it's likely the smallest intent segment are people that are ready to purchase. For advertisers there is also keyword match types that must be factored.

here's some previous elaboration specifically about targeting recovery v discovery http://bit.ly/XOpxM

]]> By: Elie Seidman http://cdixon.org/2009/09/27/online-advertising-is-all-about-purchasing-intent/comment-page-1/#comment-3216 Elie Seidman Sun, 27 Sep 2009 18:11:31 +0000 http://www.cdixon.org/?p=1179#comment-3216 Good point. This is why it's so hard to be the NYT. Great content but it's expensive to make and there is no intent to purchase by someone reading an article about the Iraq war. Good point. This is why it's so hard to be the NYT. Great content but it's expensive to make and there is no intent to purchase by someone reading an article about the Iraq war.

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