Value Added Advertising

Jason Calacanis made a recent blog posting about the Mozilla Foundation mading $72 million last year from Firefox. How is that possible? Well, the Firefox browser comes with a little Google search box on the top right. If you use that box to make a search and click on one of the Google ads from the results page, Firefox gets about 80% of the money, according to Calacanis. $72 million is a nice chunk of change but Jason Calacanis recently updated his posting saying he has no idea if this is true or not.

In the end it doesn’t really matter if Firefox is making $72 million or not for Mozilla. The Google search box adds value and income to Firefox and that is the key to making big money on the net. Users of Firefox don’t see the Google search box as advertising. Instead they see is as a value added service and they don’t mind that Mozilla makes money from the sponsored links.

This is how the TTZ Media Network is set up. Most users don’t see our price links as advertising. Instead they view it as a value added service. If you’re reading a review of a Logitech G15 keyboard and we show a list of vendors that sells the keyboard cheap, would you take that as an ad or a service? If you’re reading the review you must be interested in the product so it stands to reason that you may want to know where you can buy it. TTZ Media Network sites tell you where to buy the products being reviewed. Other sites don’t. This adds value to our content. I have received emails from readers thanking me for pointing them out to the stores, because I saved them money.

Another example of this is the TTZ Hot Deals Page. In a nutshell, this page is nothing but a page full of affiliate marketing ads. However, we present it in such a way that the reader doesn’t view this page as advertising at all. We are showing them where and how to get the best deals on the net. The reader is thinking “Cool! I can get 30% off a Dell laptop by using this coupon!” They’re not thinking “That bastard John Chow will make a cut off everything sold on this page!” The TTZ Hot Deals page moves over $200,000 of products each month.

You always have to keep in mind that net users (esp. tech ones) hate advertising. They tune them out mentally or with ad blockers so you have to be more creative if you wish to reach your readers. If you can present you ads in a way that the readers perceives it to be a service instead of advertising, they’re reward you handsomely.

9 thoughts on “Value Added Advertising”

  1. Nathaniel says:

    Great post. Really, really excellent point.

  2. John Chow says:

    Great feedback! Realy, really excellent feedback! 😀

  3. EntityX says:

    Great post. I didn’t know Google paid firefox for having the search bar feature, guess it’s just logical as nothing is really free in this world.

  4. I also thought Google gave Firefox a set amount of money just for having the search box there.

  5. John Chow says:

    It is highly possible that Firefox gets a set amount of money just for having the search box. Many companies have special deals with Google. For example, I know that gets $500,000 a month min from Google, even if no one clicks on the Google ads. However,’s income from Google has always been greater than $500K a month.

  6. Oh I see, yeah, it makes sense.

    Also, do you know of any specially good advertising ways for video gaming sites? My four sites that have PR at the moment are all gaming info sites. Google adsense dips prices a lot :/ .

    Do you know if the intellitext is useful for gaming sites?

    I don’t know of any network like your TTZ network for games though :/ .

  7. John Chow says:

    Gaming sites are not worth as much as tech site to advertisers. I have a few gaming sites in my TTZ network but they don’t make as much as tech ones. This is because game makers are cheap asses. We can’t give a game site the same CPC rate we give a hardware site.

  8. John Wesley says:

    Quite enlightening.

  9. John Wesley says:

    Just when I was beginning to think you were a shameless self promoter, I found this post through the blast from the past. Definitely something worth reading. Now, figuring out a way to use this valuable information.

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