An experiment in using contextual advertising to raise funds for the Public Broadcasting Service brought Google's ubiquitous advertising to the broadcaster's website.
When viewing one of the 2 percent of PBS.org describes why PBS.org has Google ads, and how they decide which ones to use.
Should something "editorially inappropriate" appear, "we will make every effort to remove the ad as quickly as possible and block it from appearing again," the website reads.
PBS and Google have been working together since January, the report said. Only top level/aggregation pages contain those AdWords blocks.
Johanson noted four areas PBS monitors with the ads to measure their performance:
a) changes in user traffic to sites/pages containing sponsorship elements;
b) user click-though rates on sponsorship elements;
c) direct user feedback via email regarding the sponsorship service;
d) financial return
PBS has to be careful not to run afoul of the FCC with its advertising endeavors. Considering PBS' liberal slant on programming and news reporting, and a Bush Administration that could nudge the FCC into reviewing PBS revenue generating efforts, too much expansion with online advertising could be problematic.
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PBS.org Discovers The Joy Of AdWords
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