Kontera Hybrid Offers 2-In-1 In-Text Solution

ADOTAS, 18 March 2008

Today, Kontera, a provider of In-Text Advertising for online publishers and advertisers, announced the launch of the Kontera Hybrid. The Kontera Hybrid if an In-Text solution that delivers contextually relevant content and advertising in a single unit. This technology enables publishers to serve related content and ads which appear when a user rolls over a highlighted keyword. The unit will feature links to related articles, videos and images related to the highlighted keyword and page. Publishers will also be able to display a contextually relevant ad from their own advertisers, Kontera’s network of advertisers, or both.

For example, in an article about ski resorts on MensFitness.com, the keywords ‘Whistler’s alpine summit’ might be hyperlinked. When a user rolls-over the keyword, a Kontera Hybrid unit opens showing related articles, information and a MensFitness.com advertiser. The unit might include links to articles and videos about skiing at Whistler, or it could display other similarly themed content from MensFitness.com. Click here to see the Kontera Hybrid in action.

User engagement rates of over 20% with elements from within the unit (including clicks on the ads of the content) have been seen by clients using the Kontera Hybrid technology, including several American Media, Inc. (AMI) websites. A significant increase in pages views as well as three times the user click-throughs on Kontera Hybrid links compared to traditional In-Text Ads was also reported.

Pamela Russo, VP, Director Interactive Operations of American Media Inc said “As a premium magazine publisher, with a wide variety of online properties, my biggest asset is my content. We chose the Kontera Hybrid to be AMI’s exclusive In-Text solution provider because it generates additional advertising revenue. Kontera’s technology drives high click-through rates for both the ads and the related content areas because of the high degree of relevancy. The fact that the technology can dynamically deliver my own database of advertisers into the Kontera Hybrid is a benefit to AMI.”

Bryan Everett, SVP or Sales and Business Development for Kontera told Adotas “For the first time in the In-Text market, the Kontera Hybrid is offering an In-Text solution that incorporates contextually relevant content and advertisements in a single unit whose unprecedented click-through rates serve as proof of the value provided to users, publishers and advertisers alike.”