Read What Our Customers
Are Saying About Us... |
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"We have found that the cost of our
Internet marketing campaign and web
site with Web Traffic Partners is 25% of
our total advertising expenses, yet we
generate approximately 70% of our
business through the internet. They
are less than half the price of the
Yellow Pages and generates over
twice as much business"
Don Joyner
Great Lakes Waterproofing
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"Thank you for providing our practice
with what has been unquestionably the
most effective advertising campaign we
have ever done!"
Dr. Gary Hubbard DDS
Lansing Family & Cosmetic Dentist
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“As a result of Web Traffic Partners we
are averaging 10-15 new patients per
month through the website! I highly
recommend Web Traffic Partners in your
development of a marketing plan.”
Dr. Samuel Spraggins DDS
River Valley Dental Care
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“In the past year we have had over
14,000 new unique visits and at least a
2000% increase in traffic over our
previous website.”
Tom Molitor
President – American Rentals
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“Web Traffic Partners innovative
approach to website design and
optimization brought strategies to light
that we would have never discovered
on our own. Furthermore, we couldn’t
be happier with the visual design and
aesthetics of our new site. Within two
months after the launch of our site, the
number of inquiries for our services
originating from our website have
skyrocketed!”
John Bails
VP – Film Production Capital
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“If you want customers to find you, the
web is the best way and Web Traffic
Partners knows how to get the job done.
It could be the difference between
success and failure. It was for us.”
Troy Lebaron
Partner – Okatie Park Development
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“The first week the web page was up
and running, we were on page one of
natural searches! I was very pleased
with my experience with Web Traffic Partners
and would recommend them to my
colleagues.”
Attorney Cindy Harmon
Partner – Foster & Harmon P.C.
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Gates sees
accelerated decline of traditional media's ad model
By Benjamin J. Romano
Seattle Times technology reporter
Microsoft thinks the advertising business model for traditional
media — those venues where advertisers still channel most
of their spending — will fall apart faster in the coming
five years as the kind of interactive, targeted advertising
that is defining the Web comes to the fore.
Chairman Bill Gates, speaking to an audience of Microsoft's
top advertising customers in Seattle this morning, expounded
on this theme. It's something that he's talked about before,
but today he described the decline in more certain, and biting,
terms.
"We're saying newspapers will go online, and there will
be massive innovation that comes out of that. We're saying that
TV, the biggest ad market in the world, will completely go online
and have the kind of targeting interaction that you only get
out on the Web today," he said. "As dramatic as things
happening on the Web are, that's actually what all advertising
... will be in the future."
Gates painted a grim picture of the transition.
"I have a lot of friends in the newspaper industry and,
of course, this is a tough, wrenching change for them because
the number of people who actually buy, subscribe to the newspaper
and read it has started an inexorable decline," he said.
With that decline, Gates said, advertisers are shifting their
budgets to new areas.
Advertisers will spend about $445.5 billion globally in 2007,
according to ZenithOptimedia's most recent quarterly forecast.
Of that, online is expected to get 7 percent of the pie compared
with newspapers' 28.3 percent. By 2009, online is forecast to
grow to 8.7 percent, while newspapers' share dips to 27 percent.
Newspapers aren't the only media that will suffer from this
transition, Gates said.
The traditional Yellow Pages are doomed as voice-activated Internet
searches combined with on-screen interfaces on smart mobile
devices get better and proliferate, Gates said. The company's
recent acquisition of voice-technology provider TellMe is accelerating
the trend.
"When you say something like 'plumber' the presentation
you get will be far better than what you get in the Yellow Pages,"
Gates said. "After all, we know your location and so we
can cluster [results] around that. ... Yellow Page usage amongst
people in their, say below 50, will drop to near zero over the
next five years."
Microsoft showed off IPTV, its underlying software technology
for television delivered over the Internet. Gates said it makes
traditional broadcasting obsolete, supplanting the model in
which one show is delivered to many viewers who may or may not
be interested in it.
"The end-user experience and the creativity and the new
content that will emerge using the capabilities of this environment
will be so much dramatically better that broadcast TV will not
be competitive," he said.
The IPTV model presents opportunities for advertisers to present
viewers with messages specifically tailored to them.
"In this environment, the ads will be targeted, not just
targeted to the neighborhood level ... but we'll actually know
who the viewers of that show are," Gates said.
Microsoft's platform for delivering this kind of targeted advertising
across the spread of its Web properties, and now these advancing
competitors to traditional media, is called adCenter. Competitors
Google and Yahoo! have similar platforms.
Gates said Microsoft is committed to making its platform the
best, or one of the best, for selling and buying advertising
inventory that targets specific audiences.
Microsoft, which still views itself as primarily a software
company, is building tools to make and display the new kinds
of interactive advertising that will define this new world.
The company's Silverlight online video technology, released
in a test version last week, is one such example.
Gates said he will focus on online services, search and advertising
in his last 15 months of full-time work at Microsoft before
moving next summer to full-time work at his charitable foundation.
Copyright © 2007 The Seattle Times Company
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