What is Contextual Marketing? Contextual marketing is using keywords and key content to deliver ads Keywords are identified by being color-coded and underscored Keywords are available either through search or predetermined by a publisher and marketer Marketers pay to have pop-up ads when the reader rolls over or clicks on the highlighted content
Digital Contextual Marketing Ad vehicles have become increasingly sophisticated as seen by the rapid evolution from basic text to rich- video and interactive content The latter holds the promise of increased reader interaction and thus a more effective marketing tool
Contextual Marketing Works* Viewers of in-text ads had a 4x higher unaided awareness of advertised brands versus display ads 42% brand purchase intent 400x increase is product/brand searches 2.5x lift in visits to brand website*2012 ComScore Study of Kontera in-text advertising
Do Contextual Ads Work For Images? Contextual advertising is a viable marketing channel, but text comprises only 2/3 of internet content Images make up the remaining 1/3 of content and to date they have not been marketable content The digital space is becoming even more visual with the rapid ascent of Pinterest, Instagram, Viddy, etc, publishers and marketers are missing out on an even greater opportunity
The Pioneers As reported in The Wall Street Journal, four companies have begun to emerge as pioneers in the contextual image advertising arena GumGum Luminate Vibrant Media Stipple Similar to word based advertising, image advertising is being used to
Contextual Images Similar to word based advertising, image based ads look for tagged images and serves up relevant branded content The pioneers take a varied approach to serving up the data Note, success requires publishers being willing to serve contextual images, but just as they did with words, they’ll come along with images (Opinion – this is a great tool that can help monetize Pinterest or Instagram)
Gum Gum Sample Clients - Unilever - Chrysler - Disney - CliniqueSimilar to how ads areserved on YouTube andVimeo, Gum Gum canserve ads on images.
Vibrant Sample Clients - P&G - Unilever - Sprint - LowesSimilar to GumGum, Vibrant ads areserved on YouTube andVimeo, Gum Gum canserve ads on images.
Stipple Sample Clients - DIY network - Artists - Individuals - HotelsStipple takes a differentapproach with roll-overprice tags for products thatlink directly to a store.
Luminate Sample Clients - Best Buys - Macys - McDonalds - BlackberryLuminate serves displayads over images in twoways – the traditionalbanner way (see right) andvisual buttons thatimmediately launch acatalog/store – which canbe sponsored. All contentis shareable.
Conclusion With tools like Instagram and Pinterest images are becoming an increasingly important part of the web Contextual ads provide a unique opportunity for brands to reach people on the internet in a new way There are many players in this field, some will be acquired, some will go out of business and that is yet to be seen. Publisher acceptance, while currently minimal, is crucial for this medium to take hold Vibrant seems to have a publisher advantage due to its content ad business, but it is not as dynamic as Stipple or Luminate Opinion: Stipple would be a good acquisition target for Pinterest
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