It is becoming increasingly difficult to get people’s attention online so how should advertisers adjust to this new situation? First, let’s look at what they’re buying when they place an online ad. They are buying a piece of real estate on a Web page that’s essentially no more than a link to another Web site. That space can also be exploited to function as a site within a site. Instead of just a link to get users to click and go somewhere else—something they hate to do—the ad should actually let them do something right then and there without switching sites. Users should be able to browse products, customize orders, and eventually make a purchase. This concept of a little Web site embedded within another Web site is called a widget.

Widget ads are just the first step. Instead of simply trying to build brand awareness, marketers now have the ability to reach out to customers with useful features. An airline might offer a widget that lets users track their frequent-flier miles and search for award trips right from their iGoogle pages. A temp agency could provide a widget that would allow users to browse the latest job posting and even allow the user to establish contact. These types of applications can be useful, engaging, and viral—when you see one on your friend’s profile, you are likely to install it as well. Online advertisers have to adapt their approach to match consumer behavior, or risk irrelevance. They need to move beyond billboards and deliver useful, engaging applications people will want to use and share.

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