Greg Gannicott’s Blog

Evernote: Clever use of Advertising

Posted in Technology by Greg Gannicott on July 7, 2009
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At the moment I’m using the tool Evernote a fair bit, and I’m finding myself strangely intrigued by the adverts they publish to end users of their product.

Evernote offer two tiers of service: Free and Premium. Among other features, the premium allows you to turn off adverts from within its desktop application.

These adverts seem to serve a purpose greater than just raking in the cents per click.

First of all, the majority of adverts are in-house adverts (ie. they relate to Evernote itself). Evernote is the kind of tool that is so versatile, one of the fun things about using it is discovering a new way to use it. Evernote the company help you with this by linking to blogs that offer inspiration, writing case studies on their own blog and also through their monthly podcast. All this encourages the user to use Evernote more and more and also encourages loyalty, which can only be good thing for them.

These in-house ads appear to be an extension of that process. The ads highlight features of Evernote and also services and products which are good companions to Evernote.

Apart from two exceptions (gmail and google search), I think they’re the only ads I don’t mind seeing.

The fact that the ads could be classed as enjoyable has a side-effect though. This is something I believe Google takes advantage of too in Gmail (where they too offer additional information in the same spot that ads appear).

As a result of the ads being relatively enjoyable, when I have time to think and I have Evernote on screen, I find my eyes wondering to that area of the screen. This means that when they do chuck in a traditional ad (ie. from an unrelated company who are attempting to sell their wares), I’m far more likely to see it. This is the complete opposite of when I browse the net and my eyes instinctively avoid adverts.

To improve things further, Evernote have mentioned that the ads are hand picked to avoid any trashy ads (eg. whack the money), which must further increase the chances of them getting a click through.

All round very clever I thought.