- Adweek, Tuesday, May 4, 2010 11:36 PM
Most banner ads are inserted into Web pages regardless of content, but recently Ford worked with Google to begin running display ads that varied depending on the nature of the site. Ford Drive One ads
appear on the Google Content Network of 1 million publishers. Depending on the context of the Web site, the most relevant Ford content is pulled and displayed in the ad unit, using video from the Ford
YouTube channel and information from Ford Web sites thefordstory.com and fordvehicles.com.
For instance, a site that discusses green issues would highlight Ford's hybrid models. A
tech site might show a clip from Ford at the Consumer Electronics Show, etc. The initiative is the latest sign of Google's intent to reinvent the display market to work more like search. Google
executives believe they can increase display ads' efficacy by making them more relevant.
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