Advertisers want Gmail ads for less
12 May 2004
Over half of Google AdWords advertisers want their ads to appear contextually in Google new email service, Gmail, according to a new survey.
Research conducted by publisher Mosaic Media showed that, although advertisers wanted to see their adverts appear in Gmail, they did not want to pay as much as they did for ads that appear alongside search results.
Just 30 per cent of the advertisers surveyed said they were willing to pay the same cost-per-click (CPC) as they pay for search-results ads, while 50 per cent said no to idea of paying the same rate as search ads. However, the majority expressed an interest in trying Gmail as long as the costs were not equal to search engine ad rates.
Gmail is Google's free e-mail service that is currently in beta testing. Google has stated that it plans to place contextual AdWord ads into incoming and outgoing Gmail mailings when the service goes on full release later this summer. Targeted advertising will be based on an automated scan of each email.
The plan to scan personal emails has come in for heavy criticism for privacy groups, particularly in Europe. Only 19 per cent of Google advertisers surveyed by Mosaic Media gave a flat no to the concept of their ads appearing in personal Gmail correspondence.
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