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The business objective of an advertiser supported
company is to sell advertising at the highest possible rate. The requirement for
this is to provide advertisers with the best demographic mix for their
particular business.
Think about what Google will know about users of
its free wireless service, both inherently and based on user activity. This is
where Google will have a very refined set of demographical information, which in
turn will be highly valued by specific advertisers. This demographic information
will be valuable during a short time window, but during that window an ad based
on that will have a high success rate.
Ad overload will not be an issue. During lunch
time, for example, a very limited number of restaurants in or near Google's
wireless footprint will want to advertise. At quitting time, restaurants and
bars in the area will be prime buyers of ads. If the users are Google regulars,
they might be identified as out of town visitors to Silicon Valley and targets
for taxi company ads.
The point is, this ad space will be high priced,
sold in very specific time slots, and extremely effective for the advertisers.
It will not be of value as just another Web ad venue.
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