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As several recent studies and surveys have noted, contextual
advertising is becoming the only way to go. The more organic the lead,
the more relevant the ad the probable that consumers will actually
respond to an online advertisement, whether that ad comes from a search
query or from a keyword within a website.
by Kristina Knight
A new platform from Kontera turns contextually relevant keywords in
website content into ads for consumers. When a consumer hovers over a
keyword or phrase, a relevant ad appears on the page. According to
Kontera CEO and founder Yoav Shaham the more relevant the advertising
the more like a consumer is to convert.
"Our technology allows us to predict the words users are most likely to
search for while reading articles or content," said Shaham. "From there
we can give that keyword a value. . .The secret of contextual is that
you provide the user with more information about a subject that they
are already interested in."
Offering contextual keyword ads in this way, advertisers have a better
chance to keeping a user engaged. Because an ad isn't flashing at a
user and because they don't have to click through a number of pages to
get the information they want, users are more likely to increase their
interest as they read about the product or service offered.
"Advertisers need to get to the jist of what the ad is; the key is to
be sophisticated according to the consumer's actions," he said. "Ads
must be relevant, if [consumers are] interested in a product or
service, that information needs to be readily available."
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