When we think about contextual ads we tend to think purely in terms of the words that are going to be picked up on. So for example, if your website is about iPods and iPhones then the contextual advertising network you choose to use will look at your site and pick up the fact that it is about iPods and iPhones. It will then choose the most appropriate ads to display on your site which are connected to the keywords it finds, and visitors can choose to see them if they wish by hovering over the keywords themselves.
But that is all connected to keywords. While that is undoubtedly the most important part of the whole process, it is undoubtedly the case that images can enhance and strengthen what the viewer sees when they decide to look at that advertisement.
This is where the In Text advertising models work so well. Not only do the ads appeal directly to your visitors, they are also capable of showing an image that will help to reinforce the contextual ads being used.
For example, let’s suppose you have a contextual ad linked to the word ‘iPod’ in an article on your website. Being able to view details and information about iPods would be good, but if that contextual ad also had an image of a product it connects with the viewer in a much more profound way.
Some people react more to what they see rather than what they read, and by having online contextual advertising that appeals to more than one group of people you are much more likely to get better results from your advertising efforts.
It also makes a refreshing change from seeing images and words in static banners that are very easily ignored by the eye when you land on a web page. Because the viewer will be more curious about those underlined words and will wonder what they mean, they are much more likely to look at the ads on your site and be drawn in by them as a result.
And from there it is only a short leap to the advertiser’s website and a successful method of income for you.