New Ideas in Online Advertising: Who Needs Google?

Heard a couple of new buzzwords--or are they incipient markets?--at the When 2.0 workshop presented at Stanford today by Esther Dyson's ReLease 1.0 and Stanford's Media X program. *
Rob Hof

Heard a couple of new buzzwords--or are they incipient markets?--at the When 2.0 workshop presented at Stanford today by Esther Dyson's ReLease 1.0 and Stanford's Media X program.

* "user-generated advertisers": That's what Brian Dear of the online "event discovery" service EVDB (otherwise known as eventful), calls advertisers who appear like magic where people gather online (or offline for that matter). He brought up the term after Scott Heiferman of Meetup mentioned how a New York Meetup group of several hundred photographers got an offer from a camera shop to sponsor the group and offer discounts on gear. Actually, it's not a buzzword yet--type it into Google in quotes and you get ZERO results. Not for long, I bet.

* "reality ads": That's one of the new online business models suggested by Munjal Shah of Riya, the fledgling photo service that can recognize faces and text in photos to help people organize their digital collections. Sites such as TripAdvisor encourage people to submit reviews, alongside which they run sponsored ads and links. Likewise, Shah envisions selling ads alongside collections of people's vacation photos of particular hotels or resorts that they've uploaded for their own use. Or charging those companies for use of the photos and offering a cut to the amateur photographers for their effort. He considers these photos, like user reviews of products, much more revealing and useful than those offered by the venues themselves. "Hidden in the back of consumer pictures are all kinds of economic value," he says.

Clearly, Google won't be the last word in online advertising innovation.

More on the conference--including Google's non-announcement of an online calendar service--by Dan Farber at Between the Lines.

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