????這話以前人們已經(jīng)說過了，但值得再說一遍：蘇珊?沃西基在硅谷之外的世界理應(yīng)贏得比現(xiàn)在更高的聲望,。
????作為谷歌（Google）負(fù)責(zé)廣告業(yè)務(wù)的高級副總裁，沃西基的工作成就了這家互聯(lián)網(wǎng)巨頭的成功：沃西基領(lǐng)導(dǎo)著谷歌最賺錢的業(yè)務(wù)——廣告平臺AdWords,，并在2006年促成了對YouTube的收購,。沃西基的廣告產(chǎn)品收入高達(dá)近365億美元，占谷歌去年總收入的96%,。所以可以這樣說,，至少在谷歌內(nèi)部，沃西基的話很有分量,。
????周三早些時候,，在摩根士丹利（Morgan Stanley）舉辦的“技術(shù)、媒體和電信大會”（Technology, Media and Telecom Conference）上,，沃西基參與討論了眾多涉及谷歌的話題,。最近一段時間，最受關(guān)注的恐怕要數(shù)正處于風(fēng)口浪尖的社交網(wǎng)絡(luò)Google+,。今年一月,，谷歌推出了新功能——“搜進(jìn)你世界”，將Google+的圖片和帖子整合進(jìn)了谷歌的搜索結(jié)果中,。此舉招來不少隱私保護(hù)人士的強(qiáng)烈反對,，同時也可能是美國聯(lián)邦貿(mào)易委員會（the U.S. Trade Federal Trade Commission）擴(kuò)大針對谷歌的反壟斷調(diào)查，使之涵蓋Google+的原因,。
????沃西基對此解釋稱：“Google+的目的不僅僅是打造一個社交網(wǎng)絡(luò),，而是充分構(gòu)造一種以人為中心的體驗,。它將緊緊圍繞人們認(rèn)識的人和他們交際圈中的朋友,，為用戶提供他們認(rèn)為谷歌應(yīng)該提供的信息?！?/p>
????盡管外界對“搜進(jìn)你世界”爭論不斷，沃西基認(rèn)為這個理念完全沒問題,，而且應(yīng)該在谷歌開發(fā)新的更具個性化的產(chǎn)品時發(fā)揮重要作用,。沃西基稱：“真實世界的信息就是這么傳遞的，難道不是嗎,？它有賴于我從朋友那里獲得的信息：誰向我推薦了某本特定的書，誰又引用了哪篇文章,。我們將這種功能做得越個性化，搜索體驗對用戶就越有用,?！?/p>
????沃西基同時強(qiáng)調(diào)了移動廣告成功的前景，她表示只需要使廣告商提高對移動廣告的重視程度,，就會創(chuàng)造大量商機(jī),。（她承認(rèn)許多廣告商甚至還沒有建立移動登陸頁面。）如果用戶看到的廣告沒有為其設(shè)備進(jìn)行專門的優(yōu)化處理,，他們很可能根本不可能查閱內(nèi)容,、注冊服務(wù)或是進(jìn)行購買。
????除此之外,，移動廣告還可以根據(jù)地理位置提供具有相關(guān)性的廣告,，并設(shè)定廣告的格式,，使其向移動應(yīng)用程序看齊,，實現(xiàn)滾動和多屏操作。沃西基說：“目前的移動應(yīng)用程序可以完成很多廣告無法實現(xiàn)的操作,。假如現(xiàn)在就開始朝這個方向努力,，廣告產(chǎn)品會有市場嗎？用戶能夠看到大量不同的頁面,？這些就是我們目前著眼的領(lǐng)域,。”,。 |
|
|
????It's been said before, but it's worth saying again: Susan Wojcicki doesn't get enough credit outside Silicon Valley.
????As Google's (GOOG) senior vice president of advertising, her work has been instrumental to the Internet giant's success: Wojcicki spearheaded the advertising platform AdWords, Google's biggest moneymaker, and pushed for the acquisition of YouTube in 2006. And Wojcicki's ad products accounted for 96% of Google's overall revenues last year, bringing in almost $36.5 billion. So it's fair to say that when she speaks, at least within the halls of Google, people listen.
????At Morgan Stanley's (MS) Technology, Media and Telecom Conference earlier today, Wojcicki weighed in on a number of Google topics. Perhaps top of the heap these days is the issue of Google+, which has been subject to intense scrutiny. A feature called "Search Plus Your World," introduced in January, integrated Google+ photos and posts into Google's search results. The move caused some privacy advocates to cry foul and may have been cause for the U.S. Trade Federal Trade Commission to expand its antitrust probe to include Google+.
????"With Google+, it's not just about building a social network," explained Wojcicki. "It's the idea of what is our experience when it revolves around people based on who you know, based on who you have in your Circles, how we [as users] think about the information that we [Google] give to you."
????Regardless of the controversy surrounding "Search Plus," Wojcicki believes the concept is a sound one and ought to play a significant role in the development of new, more personalized Google products. Said Wojcicki: "That's how real world information works, right? It works based on information that I have gotten from my friends. It matters who has recommended a specific book to me. It matters who has actually cited specific articles. The more we can make it personalized, the more we think something like the search experience will be more useful to you."
????Wojcicki also stressed the promise of mobile advertising, arguing that there's an open opportunity simply in terms of making advertisers more mobile-friendly. (Many advertisers don't even have a mobile landing page, she admits.) Users are far less likely to want to engage with content, sign up for services, or make purchases if the ad they're viewing isn't optimized for their device.
????Beyond that, mobile advertising could serve relevant ads based on location and format ads to resemble mobile apps, with scrolling and multiple screens. "You can do a lot of things with a mobile app that right now you can't actually do with an ad," says Wojcicki. "If you start bringing that, should you be able to move the product? Should you able to see lots of different pages? Those are some of the things we're looking at.". |
