| There is a search engine based in Pasadena, California | | | | applied, but Bill Gross isn't trying to be like everyone |
| called with a stated desire to become "The other way | | | | else. He either sees the future here or is taking jabs at |
| to Search". All it takes is a click and a search or two | | | | the very model he created - or maybe a little of both. |
| to see how is a true alternative to the norms of | | | | Perhaps visual search displays for are too far ahead |
| search advertising. I recently asked some employees | | | | of its time. Leading search engines don't want more |
| at to check out Snap as an example of a company | | | | informed and pickier searchers clicking fewer ads, but |
| that not only thinks "outside the box", but operates | | | | Gross's career path is replete with successfully zigging |
| there, too. We'd do well to steer clear of any | | | | while others zag. It might take some happy accident of |
| insurance group billing itself as a revolutionary and | | | | his or an innovation of another company to marry well |
| unprecedented kind of policy-provider. Indeed, risk | | | | into Snap's added contextual platform before Snap's |
| management calls for avoiding risk while seeking | | | | functionality goes from a cool alternative to an industry |
| measured solutions. This is in stark contrast to the | | | | staple. I think Bill Gross banks on this. has also |
| Internet, which is still developing as a platform and | | | | spawned Big.com, a search tool that employs the |
| needs creativity and innovation as much as we need | | | | simplest concept that could ever be thought up, yet no |
| oxygen. So when a giant like Bill Gross, founder of | | | | one really did until Big.com: that's a search engine with |
| Snap.com, aims to build search alternatives, I take | | | | giant font. People who like include seniors, the vision |
| special notice. In case you're unfamiliar with Bill Gross, | | | | impaired and me. It's terrific, almost shocking to behold. |
| he is credited with developing the concept of | | | | The layout of is beautiful once you figure out what |
| contextual online advertising as we know it today | | | | you're looking at. Like any standard search engine, you'll |
| through His ideas have evolved into the success of | | | | get results by entering keywords into a search bar. In |
| pay-per-click that Google, Yahoo and others enjoy. I | | | | this case, it's virtually impossible to not find the search |
| don't know if anyone calls him the "Godfather of the | | | | bar - trust me. Your Search Engine Results Page |
| Internet", but I wouldn't object to the phrasing. Simply | | | | (SERP) comes back very simply with natural or |
| put, his monetization model still fuels the progress of | | | | organic results in the left column and paid search ads |
| our medium. For the last few years Gross has been | | | | in the right - all in huge can't miss print with paneled |
| hanging his hat at Idealab, a true hotbed of business | | | | screen encompassing buttons instead of wee links to |
| ideas. Idealab's ambitions even venture into harnessing | | | | click. The ironic thing is that this giant font flies in the |
| solar energy. is an offshoot of Idealab and is | | | | face of the incredible shrinking font of the Internet, a |
| noteworthy for the exceptional contextual search | | | | trend that's due to contextual advertising which has |
| features it provides. Searches with give in-window | | | | increased the value of screen space, a trend that Bill |
| previews of contextual ads. It allows you to glimpse a | | | | Gross helped start as much as anyone. Google and |
| website in question before actually have to click and | | | | Yahoo don't seem to be splashing big font for their |
| visit it. This innovation provides convenience to the | | | | users. I believe part of the Google's franchise is a |
| potential visitor, who may get a better idea of what's in | | | | simple uniform look. Different font sizes for different |
| store before clicking on an ad. The mouse-over display | | | | users might ripple that magnificent pond. And with |
| also saves the advertiser money, improves cost per | | | | Yahoo, they need all the space they can get, big font |
| acquisition, and lowers the visitors' abandonment rate | | | | might shoo some of their offerings off the monitor and |
| by minimizing the number of needless clicks from | | | | that's definitely not part of their business plan. It's easy |
| uninterested visitors. Could you imagine a major search | | | | enough to change the color scheme, though. I like that. |
| engine giving both users and advertisers this break? | | | | Bill Gross has already contributed more to the Search |
| An advertiser with gets more relevant and interested | | | | business than anyone could expect an individual to. He |
| visitors while cutting down on accidental and costly | | | | could bow out now an accomplished pioneer. But that |
| clicks because people won't be clicking on sites they | | | | wouldn't be like him or anyone with a pioneering spirit |
| don't want to visit. This is one innovation most search | | | | would it? As big names in search advertising |
| engines will likely not adopt; I don't see Google | | | | emphasize profits, I think we have to dig around |
| discouraging clicks to paid advertisements. This far | | | | elsewhere to see where innovation will come from. |
| reaching platform could be construed as self-defeating | | | | And change just might come from the same guy who |
| for a search engine when conventional standards are | | | | changed the rules of Internet advertising to begin with. |