Contextual Ads are about to draw attention to the interest of visitors and the reason to visit a particular website in order to provide effective support for the appropriate product range. In that sense, contextual advertising terms to customer intelligence: the development of customer insights in order to align offers to customer needs.
Static contextual advertising is an old habit. On-site static contextual ads are also common on vertical portals, their newsletters and RSS feeds. The latest developments that have been conducted by online advertisers on the Internet (such as Google Adsense, YPN, MSN adCenter), highlight the potential for high interest rates and related dynamic adverts. Dynamic contextual ad is a review of the content of each webpage (mining and information extract) to estimate real-time visitors and match relevant ads (ad selection). Contextual partners offer easy pages with a friendly spider (pages with titles, headlines, rich text).
The relevance of contextual ads to promoting ads within contextual context affects the clickthrough rate. Non-contextual ads will have a much lower clickthrough rate. Regardless of the importance, effectiveness parameters affect the performance parameters: page layout, color combinations, ad unit size, which should be tested to find the best page layout that gives a high clickthrough rate (CTR).
The balance of user experience with advertising revenue is important for a sustainable outcome. The poor user experience when the site is visited is filled with medium-sized ads and subsequent page content is poor, will likely lead to very limited repeat visits.
Contextual ads are now applied to web pages in general, search results pages (known as keyword disclosures), multiple newsletters in the content of the messages, in RSS feeds.
Contextual advertising technology is constantly undergoing research and development:
Google Gmail uses text analysis technology to place sponsored links of relevant content. By analyzing the contents of an email, it tries to identify the interests of the mailbox of the owner.
It's a clue that Google is experimenting with ads that appear without a knowledge of an advertisement from Google & # 39; to check if the clickthrough rate is increased.
Microsoft adCenter Labs, is experimenting with software that can evaluate and score the importance of the website in a limited group of content categories, as well as audience demographics.
EBay is launching ads called AdContext, where users will be directed to specific auctions related to words on the website they visit.
AdMarketplace technology launched in December 2004, really detects webmasters' web pages based on HTML, metadata, content, and keywords. Based on the latter, it seeks advertisers' collection to determine which ad is best suited to the site. Contextual advertisement is delivered to the publisher's website.
Quigo, Private Marketplace allows advertisers to sell ads on their site through the AdSonar interface, select advertisers that appear and invite advertisers to advertise on the sites they choose.
Advertising online is growing at high interest rates. According to Outsell, the network is used in 2006 by 80% of advertisers. Outsell projects more than 90% approved in 2008. Total online market expenses will increase by 19% in 2006, eight times the frequency of television ads and six times for ad text. Search engine advertising expenditures increase by 26% in 2006.
