In-Text Advertising
In Text Advertising is online product placement based on the contextual relevancy between an advertiser's brand and online content, much like product placement in movies and TV programs. With In Text Advertising, the advertiser's brand is linked to a relevant keyword appearing in the online content which is matched to the advertiser's ad.
In 1982, to increase the sagging sales for Reese's Pieces, Hershey's accepted a product placement deal in Steven Spielberg's "E.T.". After Elliot used Reese's Pieces to lure E.T. from his hiding place, Reese's Pieces experienced a 65% increase in sales and succeeded in reinvigorating the brand. Though this wasn't the first case of product placement, it is one of the best examples of increasing sales and supporting brand marketing objectives through contextually relevant product placement.
In Text Advertising is online product placement based on the contextual relevancy between an advertiser's brand and online content, much like product placement in movies and TV programs. With In-Text contextual advertising, the advertiser's brand is linked to a relevant keyword appearing in the online content which is matched to the advertiser's ad. Kontera's proprietary technology consists of a series of algorithms which analyze the online content in real-time and select the keywords and topics that are most relevant to the reader.
In Text Advertising Value
The value of In Text Advertising for the advertiser comes from the non-intrusive and highly targeted interaction that occurs. By clicking on the In Text Ad link, the user arrives on the advertiser's landing page which can be customized according to the specific keyword, the type of content, or any other variable. This enables the advertiser to cultivate a meaningful, timely, and relevant interaction with the user.
In addition to a text link, Kontera also enables branding through the In Text Ads they serve. Advertisers can add logos and other graphic elements to improve the reader's experience with the ad and to enhance its relevancy to the overall experience with the content.
The contextual relevancy between the keyword found in the text and the In Text Ad also renders In Text Advertising more informational than most other forms of advertising. In fact, Kontera also serves In Text links that are purely informational by nature, allowing publishers to dynamically create links to other related content in their site or within their network which is relevant to their readers. This enables dynamic topical navigation, which provides readers with a cognitive experience of moving from topic to topic in a manner similar to how the human processes contextually related information.
In addition, Kontera can also provide links to complementary information, including dictionaries, encyclopedias, or other sources of third party content, which enrich the reader's experience.
Kontera's In Text Advertising Experience
Kontera's professional and customer service teams have extensive experience working with publishers of news, forums, product reviews, web logs, and social networking websites in a broad range of categories. They will develop a customized launch plan for each publisher to ensure the most seamless and relevant user experience, maximize advertiser ROI, and increase publisher revenue.
Today more than ever, marketers are looking to make their brands relevant and to cultivate direct relationships with current and prospective customers. With product placement in movies and TV programs on the rise, Kontera takes this trend to the next level with its in-text ads, allowing advertisers to extend their product integration straight into the world of online marketing with In Text Advertising and a highly-relevant interactive.
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In-Text Advertising