Recently I’ve been noticing that ad content is being served up much more dynamically than I’d expect. When I’m looking at the menu on TiVO, or surfing Facebook, there are always little ads displayed that don’t immediately catch my attention. In fact most of the time, the ad doesn’t even register until I’ve clicked something and am waiting for the next page to load.
So, as the page disappears, I notice that the ad is something I’m interested in. On some sites, I can simply hit the back button and the ad will still be there, but on a lot of others (Facebook for example), the ad gets replaced with something else. So now instead of the “Virtual Cycling” ad that piqued my attention, I see an ad for Phoenix University.
It always seemed to me that if I hit the back button, I should see exactly the same page that was just displayed, since after all the browser just rendered it, so shouldn’t it be able to just redisplay the previous rendering? The problem is that the actual way pages are rendered causes this. The ads are actually links that point to dynamic content, so when the page rerenders, the content is rendered again, which in the case of Facebook means I lose my ad.
Seems to me that they could take advantage of the session to understand that I’ve just hit the back button, and redisplay the same ads again, just in case that’s why I hit it. The current approach is losing click-through revenue for Facebook (at least from me for my “Virtual Cycling” example).
TiVO has something similar: they display little ads in the menu system. One liners like “sign up for a Visa” or “see Lost previews”. The same thing happens there, by the time I realize the line said something interesting, I’m on to the next screen. Luckily with TiVO, these choices actually cycle, so all I have to do is go back and forth a few times to see all of the current ad lines, so eventually I can get back to the one that piqued my interest.