Customised ads 'could be the future'

15/09/2008

An expert in the sector has stated that the future of internet advertising could lie in customising them to the individual client.

Susan Wojcicki, vice president of product management at Google, said in a company blog that the tailoring advertising to the individuals they are meant for is the next step.

She commented: "As we look forward, one way to make ads better would be to customise them based on factors like a person's location or preferences."

Ms Wojcicki noted that one of the most important aspects of advertising online was finding content that was relevant to the consumers who would see it.

She added that sometimes ads for less well known firms, if well constructed and providing the correct information, could still influence purchasing decisions.

In related news, ecommerce continues to be a solid source of revenue for companies despite the credit crunch, reports Direct Response.

The increased ease of access coupled with rising fuel costs is thought to be a major contributor to this.