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  3. This year the combined advertising revenues of Google and Yahoo! will rival the combined primetime ad revenues of America’s thre

This year the combined advertising revenues of Google and Yahoo! will rival the combined primetime ad revenues of America’s thre

admin2010-08-21  32
问题    This year the combined advertising revenues of Google and Yahoo! will rival the combined primetime ad revenues of America’s three big television networks, ABC, CBS and NBC predicts Advertising Age. It will, says the trade magazine, represent a "watershed moment" in the evolution of the internet as an advertising medium. A 30-second prime-time TV ad was once considered the most effective — and the most expensive — form of advertising. But that was before the internet got going. And this week online advertising made another leap forward.
    This latest innovation comes from Google, which has begun testing a new auction-based service for display advertising. Both Google and Yahoo! make most of their money from advertising. Auctioning keyword search-terms, which deliver sponsored links to advertisers’ websites, has proved to be particularly lucrative. And advertisers like paid-search because, unlike TV, they only pay for results: they are charged when someone clicks on one of their links.
    Both Google and Yahoo!, along with search-site rivals like Microsoft’s MSN and Ask Jeeves, are developing much broader ranges of marketing services. Google, for instance, already provides a service called AdSense. It works rather like an advertising agency, automatically placing sponsored links and other ads on third-party websites. Google then splits the revenue with the owners of those websites, who can range from multinationals to individuals publishing blogs, as online journals are known.
    Google’s new service extends AdSense in three ways. Instead of Google’s software analyzing third-party websites to determine from their content what relevant ads to place on them, advertisement will instead be able to select the specific sites where they want their ads to appear. This provides both more flexibility and control, says Patrick Keane, Google’s head of sales strategy.
    The second change involves pricing. Potential internet advertisers must bid for their ad to appear on a "cost-per-thousand" (known as CPM) basis. This is similar to TV commercials, where advertisers pay according to the number of people who are supposed to see the ad. But the Google system delivers a twist: CPM bids will also have to compete against rival bids for the same ad space from those wanting to pay on a "cost-per-click" basis, the way search terms are presently sold. Click-through marketing tends to be aimed at people who already know they want to buy something and are searching for product and price information, whereas display advertising is more often used to persuade people to buy things in the first instance.
    The third change is that Google will now offer animated ads — but nothing too flashy or annoying, insists Mr. Keane. Such ads are likely to be more appealing to some the big-brand advertisers. Spurred on by the spread of faster broadband connections, such companies are becoming increasingly interested in so-called "rich-media" ads, like animation and video.  
Why do advertisers like the new auction-based service for display advertising?
选项 A、Because more people can see the advertisement.
B、Because the service brings them more profit.
C、Because they only pay for results.
D、Because the service offer more flexibility and control.
答案C
解析 题问“广告客户喜欢基于拍卖的广告展示服务的原因是什么”。由关键词：“the new auction-based service”可定位相关部分在文中第二段四行处。文中提到：“And advertisers like paid-search because, unlike TV, they only pay for results: they are charged when someone clicks on one of their links.”(广告商喜欢付费搜索服务，不同于电视，他们只根据结果付费：当有人点击了他们的网络链接时，他们才要付费。)因此，是由于广告客户喜欢该种服务的收费方式。．故C项“因为广告客户可以根据广告效果付费”正确。
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