Contextual Marketing

Contextual Advertising Overview:

Contextual Marketing is an Internet Marketing methodology designed to extend relevance to the end user. The technology enables USWeb to send real-time targeted advertisements to consumers while they are surfing the web, based on the contextual relevance of the content they are currently interacting with.

The application resides on the user's browser and has the ability to "read" every Website a user is visiting during a browsing session. In turn, this enables advertisers to instantaneously send targeted offers and/or content to an exclusive base of users while they are online.

The technology enables URL Targeting (i.e., the website and/or section the consumer is visiting), Keyword Targeting (i.e., the search word or term the consumer is entering), Content Targeting (i.e., the contextual focus of the visitor's online activity), and Day-Part Targeting (i.e., the time of day relative to the consumer).

As an example, when a user visits Client A's site online, the technology enables the delivery of an advertisement from Client B's. This type of real-time targeting delivers phenomenal click thru (up to 20%) and conversion rates (we have a client converting traffic to revenue at a rate of 6%).

Contextual Marketing Network:

So how does one acquire this technology? The primary vehicle for the distribution of contextual advertising technologies is software bundling. Many of the industry's participants have partnerships in place with peer-to-peer and other file sharing software application providers. Some of the major providers are Kazaa, iMesh, Morpheus, Grokster, Limewire, and BearShare.

Peer-to-peer technologies enable users to share music files, pictures, etc. with other individuals participating within the network. These applications are amongst the most frequently downloaded applications on the Internet and are readily available to end users for download at Websites such as www.download.com.

Although Peer-to-Peer file sharing applications are the most common form of delivery for contextual marketing applications, it is not the only form. Peer-to-Peer application makes up about 70% of the network users. The remaining 30% come from other applications such as desktop modifications like Web Shots, and statistical reporting software such as Accustats.

Typically, users have a choice to download a free version of the application or a fee-based version. In most cases, the free version contains additional applications that are bundled within the software's installer file, some of which may be provided by parties other than the developer of the download. During the installation process users are presented with options regarding optional third-party applications.

Contextual Marketing FAQ

• What is Contextual Marketing?
• What is the cost of Contextual Marketing?
• Can I target a specific URL with contextual marketing?
• What type of ROI can I expect from Contextual Marketing?
• How long does it take to launch a Contextual Marketing campaign?
• What does a Contextual Marketing creative look like?
  

What is Contextual Marketing?

Contextual Marketing itself can be a broad term. For USWeb it means getting your creative ad’s in places where the content is synergetic to your business. To this end, USWeb, in cooperation with partners, has developed a browser plug in that will allow USWeb to view the habits of users and pop your creative to a user at the right time and place for maximum impact.

What is the cost of Contextual Marketing?

Contextual Marketing is offered on a CPC (Cost Per Click) and CPV (cost per visitor) model. The actual CPC is dependent on your specific vertical market.

Can I target a specific URL with contextual marketing?

Yes. We can target specific URL’s, search terms, and many other variables.

What type of ROI can I expect from Contextual Marketing?

Contextual Marketing is one of the highest ROI producing mediums available. To see some examples of campaigns, view the Contextual Marketing Testimonials.

How long does it take to launch a Contextual Marketing campaign?

We can launch a campaign within 2 hours if you have the proper creative ad ready and you know where you wish to target.

What does a Contextual Marketing creative look like?

You can contact us to get the specific requirements for the creative. To view a creative we produced for a client, click here.