Contextual advertising is one of the newest formats of online advertising in Croatia. It takes the advertising message into the text of a web page, by using smart technology to automate the display of advertising links based on a keyword in the text of the web page. People who roll their mouse over get to see additional information or have the opportunity of a click to the brand website.
How does contextual advertising work?
The content of the web page is processed by technologies that turn some of the language on those pages into links.
What actually happens?
The customer sees some of the text in the web page become hyperlinks. They see the opportunity to click or role-over with their mouse. As they do this an additional graphic is displayed. This is a way of bringing brand advertising into the page. If the consumer clicks it takes them to the advertiser’s website. Remember that most people don’t click on banners, but this will help people who are interested in the right content find the sites that answer their questions.
Why is this different?
It combines both branding and direct response. And that’s a big win in marketing.