Company lets you vote for the ads you want

It sounds like the ultimate in personalized marketing: start-up Adpinion lets the viewers decide which banner ads they like, and which they never want to see again. In our opinion, it might be a bit much to ask of a viewer not only to look at a banner ad, but to take the time to express their opinion on it as well. But if there are no extra costs for advertisers when compared to other banner ad systems, it could just become an appreciated extra value.

The banners through Adpinion come with an extra box on the left hand side, which invites the viewer to vote thumbs up or thumbs down. Clicking the disapproving sign makes the ad disappear for the current viewer and reduces the chance it will appear again for that viewer, and generally reduces the chances it will appear on that website. Clicking the thumbs up, however, increases the chances of one of the advertising company’s banners to pop up when you visit another site in the Adpinion network. It also makes the ad appear more often for that site. Advertisers are rewarded if their ads get positive reviews, as they will need to pay less to appear on their selected sites. It’s Google AdSense times two, basically.

But in our opinion, it will take very well targeted ads to make viewers actually vote on the banners, and in that case the votes will be mostly positive. Also, creating a profile that will secure a personalized advertising scheme seems like too much work for a customer. When you realize that the Click Through Rate of an average banner advertisement is well under 0.5 percent, that the banners are not targeted at all in the beginning and that voting on a banner actually means extra work for the user, maybe Adpinion should offer some incentive for the consumer to vote.

This entry was posted on Friday, July 27th, 2007 at 8:30 pm and is filed under Search Engine Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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