Kontera Launches In-Text Ad Local Targeting Solution

Adotas, October 2007

Kontera, a provider of in-text advertising solutions for online advertisers and publishers has announced new regional targeting capabilities with the launch of ContentLink Local. With this solution, advertisers can target audiences by country, state, city, area code and Designated Market Area (DMA).

Now advertisers with local and regional-specific offerings can reach the relevant audience for their campaigns. The ContentLink Local ad units are Kontera’s standard In-Text ad units and can include video, audio, flash animations and interactive forms on top of the standard text and logo ad unit.

“Kontera was founded on the principal of using our contextual technology to maximize relevancy and yield for users, publishers and advertisers within the text of a webpage,” said Bryan Everett, Kontera’s SVP of Sales & Business Development. “Now with ContentLink Local, we are adding a layer of geographical relevancy to further enhance the reader’s experience with the content and to maximize the advertiser return on investment (ROI).”

eMarketer has done studies that show local and national businesses advertising in local markets will spend $2.9 billion this year; a number that will grow to $7.8 billion in 2011.

Dr. Lloyd Krieger, founder & medical director of Rodeo Drive Plastic Surgery said, “We know exactly where our demographic lives, so we need to ensure that our advertising message is seen only in these pin-pointed areas… we decided to go with Kontera’s ContentLink Local… And with the ads generating a CTR greater than 10% in the local markets we’re targeting, we’re glad that we did.”

Everett continued “We’re looking forward to adding many new local advertisers, including those who previously advertised exclusively offline.” Kontera’s technology sets ContentLinks apart with its real-time web page analysis that continuously fine-tunes the relevancy. It uses a patent-pending text analysis technology to discover relevant keywords on a publisher’s web page in real-time and automatically match them to relevant ads that are shown when a user mouses over a keyword.