Someone up the ranks in the online advertising industry – where the air is sufficiently thin and brain functions are sufficiently paralyzed – must have thought it would be a great idea to do geographically targeted advertising on online websites.
What they forgot to think through was that that scheme only works when the website itself has sufficient localization.
Because otherwise, just when contextual internet ads had begun to seem relevant, we were just thrown back in the stone ages.
Let me give you some beautiful examples to prove my point:
Question: HOW ON EARTH is it a smart idea to put out ads for online dating websites for techcrunch readers? How on earth is someone coming to techcrunch.com ALREADY LOOKING FOR good marriage websites?!
How is this going to give them good ROI?
A couple of more examples below:
I also saw a "BBC Urdu Service" ad on TechCrunch, so let me repeat: Why on earth would I be interested in BBC URDU if I’m coming to TECHCRUNCH.COM…. you think I’m going there to look for good news services in urdu?
Here’s another one:
Why on earth would I be interested in Blackberry if I’m searching for "RON PAUL" on YOUTUBE? Do ONLY businessmen care about Ron Paul videos on YouTube?