In-text Advertising

Expanded Vibrant Media advertisement window associated with the in-text term "PC" (double-underlined).

In-text advertising is a form of contextual advertising where specific keywords within the text of a web-page are matched with advertising and/or related information units.

Contents

   

• 1 Description
• 2 Advertising Model
• 3 Criticism
• 4 See also
• 5 References

Description

Although contextual advertising in general refers to the inclusion of advertisements adjacent to relevant online context (e.g., Google AdSense), in-text advertising places hyperlinks directly into the text of the webpage. In-text advertising is commonly available from In-Text Ad Networks like Kontera using technology such asIntelliTXT, or offered by publishers using Ad Serving technology from PowerLinks Media.

Advertising Model

In text advertising commonly works on a cost per click (CPC) model, which means that each time a website visitor clicks on an In-text ad, the websites owner gets paid by the advertiser. Other models include cost per impression (CPM), cost per action CPA and cost per play CPP for multimedia content ads (also known as Pay Per Play (PPP))

Criticism

The use of this type of advertising in news and journalism websites has been criticized by journalism ethics counselors as "ethically problematic at the least and potentially quite corrosive of journalistic quality and credibility."^[1] However, publishers such as the Indianapolis Star who use in-text advertising have reported that despite early objections by some readers, such complaints have "tapered off".^[2]

See also the Wikipedia article Below ( control Click) 

• In-image advertising

References

1. Jump up^ Is It News...or Is It an Ad? By David Kesmodal and Julia Angwin, Wall Street Journal November 27, 2006; Page R8
2. Jump up^ Pitching Between the Lines by Catherine Holahan, BusinessWeek December 3, 2007

Categories: 

• Internet marketing
• Contextual advertising
• Internet advertising methods
• Internet marketing terminology
• Cost Per Click

Contextual Advertising

Part of a series on
Internet marketing
Search engine optimization Social media marketing Email marketing Referral marketing Content marketing Native advertising
Search engine marketing
Pay per click Cost per impression Search analytics Web analytics
Display advertising
Contextual advertising Behavioral targeting
Affiliate marketing
Cost per action Revenue sharing
Mobile advertising
v t e

Contextual advertising is a form of targeted advertising for advertisementsappearing on websites or other media, such as content displayed in mobile browsers. The advertisements themselves are selected and served by automated systems based on the content displayed to the user.

Contents

  

• 1 How contextual advertising works
• 2 Service providers
• 3 Impact
• 4 Agency roles
• 5 See also
• 6 Notes
• 7 Further references

How contextual advertising works

A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on those keywords. ^[1] The advertisements may be displayed on the webpage or as pop-up ads. For example, if the user is viewing a website pertaining to sports and that website uses contextual advertising, the user may see advertisements for sports-related companies, such as memorabilia dealers or ticket sellers. Contextual advertising is also used by search engines to display advertisements on their search results pages based on the keywords in the user's query.

Contextual advertising is a form of targeted advertising in which the content of an ad is in direct correlation to the content of the web page the user is viewing. For example, if you are visiting a website concerning travelling in Europe and see that an ad pops up offering a special price on a flight to Italy, that’s contextual advertising. Contextual advertising is also called “In-Text” advertising or “In-Context” technology.

Apart from that when a visitor doesn't click on the ad in a go through time (a minimum time a user must click on the ad) the ad is automatically changed to next relevant ad showing the option below of going back to the previous ad.

Service providers

Google AdSense was the first major contextual advertising network.^[ It works by providing webmasters withJavaScript code that, when inserted into webpages, displays relevant advertisements from the Google inventory of advertisers. The relevance is calculated by a separate Google bot, Mediabot, that indexes the content of a webpage. Recent technology/service providers have emerged with more sophisticated systems that use language-independent proximity pattern matching algorithm to increase matching accuracy.^[2]

Since the advent of AdSense, Yahoo! Bing Network Contextual Ads, Microsoft ad Center, Advertising.com, ads.hsoub.com Sponsored Listings (formerly Quigo) and others have been gearing up to make similar offerings.

Impact

Contextual advertising has made a major impact on earnings of many websites. Because the advertisements are more targeted, they are more likely to be clicked, thus generating revenue for the owner of the website (and the server of the advertisement). A large part of Google's earnings is from its share of the contextual advertisements served on the millions of webpages running the AdSense program.

Contextual advertising has attracted some controversy through the use of techniques such as third-party hyperlinking, where a third-party installs software onto a user's computer that interacts with the web browser.^[3] Keywords on a webpage are displayed as hyperlinks that lead to advertisers.

This sort of advertising also applies to the airline industry, with more airlines offering advertisers the opportunity to advertise on their print-at-home boarding passes, itineraries and confirmation emails. The company driving this trend is Ink, who work with many airlines to help them generate additional revenues.

Agency roles

There are several advertising agencies that help brands understand how contextual advertising options affect their advertising plans. There are three main components to online advertising:^[3]

1. creation — what the advertisement looks like
2. media planning — where the advertisements are to be run
3. media buying — how the advertisements are paid for

Contextual advertising replaces the media planning component. Instead of humans choosing placement options, that function is replaced with computers facilitating the placement across thousands of websites.

See also Wikipedia articles ( Control Click) 

• Browser security
• Advertising network
• Editorial-related advertising
• In-text advertising
• In-image advertising
• Semantic targeting
• Native advertising

Notes[edit]

1. Jump up^ "Contextual Marketing Definition". PC Magazine. Retrieved 2008-07-21.
2. Jump up^ "Proximic Signs Deals With Yahoo and eBay To Turn Product Listings Into Contextual Ads; Taking on AdSense". Retrieved 2008-01-15.
3. ^ Jump up to:^a b "Customers Now", David Szetela, 2009^{[not specific enough to verify]}

Further references

• Ferguson, Renee Boucher. "A Battle Is Brewing Over Online Behavioral Advertising". www.eweek.com. Retrieved 2008-10-20.
• Ostrow, Adam. "When Contextual Advertising Goes Horribly Wrong - Mashable". mashable.com. Retrieved 2008-10-20.
• "FTC Staff Proposes Online Behavioral Advertising Privacy Principles". www.ftc.gov. Retrieved 2008-10-20.
• Kenny, D. and Marshall, J. (November–December 2000). "Contextual Marketing: The Real Business of the Internet".Harvard Business Review. Retrieved 2008-07-22.

Categories: 

• Contextual advertising
• Internet advertising methods
• Internet marketing
• Internet marketing terminology
• Advertising by type

Does Internet Advertising Work at All?

The Internet was supposed to tell us which ads work and which ads don't. But instead it's flooded consumers' brains with reviews, comments, and other digital data that has diluted the power of advertising altogether.

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Nineteenth-century retailer John Wanamaker is responsible for perhaps the most repeated line in marketing: "Half the money I spend on advertising is wasted, the trouble is I don't know which half."
Today, marketers are grappling with the Wanamaker Paradox: The more we learn which half of advertising is working, the more we realize we're wasting way more than half.
Perhaps you're nodding your head about now. Most people you know don't click online ads. At least, not on purpose. But now research is getting closer to quantifying exactly how few people click on Internet ads and exactly how ineffective they are. It's not a pretty picture.
The Problem With Search
Take search ads, which have helped Google become the richest advertising company in the history of the world. Search ads are magic, in a way. Throughout history, most ads have been imprecise branding. You're watching TV or reading the newspaper, and you're interrupted by marketing—Samsung's new thing is shiny; Ford F-something-something can drive through dirt; Blah blah blah GEICO—that has the staying power of a snowflake in an oven. But search catches consumers at the moment they're actually looking for something. It shrinks the famous "purchase funnel" to its final stage and gives us tailored answers when we're asking a specific question.
That's the theory, at least. But a new controlled study on search ads from eBay research labs suggests that companies like Google vastly exaggerate the effectiveness of search.
For example, consider what happens when I look up a brand, like Nike. An ad for Nike.com appears just above an organic link to ...  Nike.com.

Campaigns like this have "no measurable short-term benefits," the researchers concluded. They merely give consumers a perfect substitute for the link they would have clicked anyway. (The only way it would add value is if Nike is paying to keep a rival like Adidas out of the top slot ... assuming Google would sell Adidas the top sponsored link on searches for "Nike").
But what about more common searches for things like "buy camera" or "best cell phone," where many different companies are bidding to answer our queries? A well-placed search ad ought to grab curious consumers at the peak of their interest.
But in a study of search ads bought by eBay, the most frequent Internet users—who see the vast majority of ads; and spend the most money online—weren't any more likely to buy stuff from eBay after seeing search ads. The study concluded that paid-search spending was ironically concentrated on the very people who were going to buy stuff on eBay, anyway. "More frequent users whose purchasing behavior is not influenced by ads account for most of the advertising expenses, resulting in average returns that are negative," the researchersconcluded.
'I Was Gonna Buy It, Anyway'

I'm not fully convinced that search ads are as ineffective as this paper suggested. To their credit, the authors admit that other studies about Google have found search to have higher ROI.

But the big idea behind their research is powerful. Academics call it endogeneity. We can call it the I-was-gonna-buy-it-anyway problem. Some ads persuade us to buy. Some ads tell us to buy something we were already going to buy, anyway. It's awfully hard to figure out which is which.

Enter Facebook, the second-biggest digital ad company in the U.S. Just as Google is synonymous with search, Facebook is ubiquitous with social. The News Feed is the most sophisticated content algorithm ever. The company represents the spine of so many apps and sites that it can marshal an astonishing (and growing) amount of data about us.
While Google can convert consumers at the bottom of the purchase funnel, Facebook is more like TV, a diffuse broadcast of stories where some companies hope to interrupt our lazy attention with branding messages. In 2012, Facebook partnered with Datalogix, a firm that measures the shopping habits of 100 million U.S. families, to see if people who went on Facebook and saw ads for, say, Hot Pockets, were more likely to go out and buy Hot Pockets. According to Facebook's internal studies, the ads weren't getting many clicks, but they were working brilliantly. “Of the first 60 campaigns we looked at, 70 percent had a 3X or better return-on-investment—that means that 70 percent of advertisers got back three times as many dollars in purchases as they spent on ads,” Sean Bruich, Facebook’s head of measurement platforms and standards, told Farhad Manjoo.
There are a few reasons to be skeptical when Facebook concludes that its ads are working spectacularly. First is the basic B.S.-detector blaring inside your soul saying you shouldn't automatically believe companies who say "our research has apparently concluded unambiguously that we are awesome." Facebook, ad agencies, and ad consultants all benefit from more ad spending. These are not objective parties.
Second, there's that pesky I-was-gonna-buy-it-anyway bias. Let's say I want to buy a pair of glasses. I live in New York, where people like Warby Parker. I've shopped for glasses at Warby Parker's website. Facebook knows both of these things. So no surprise that today I saw a Warby Parker sponsored post on my News Feed.
Now, let's say I buy glasses from Warby Parker tomorrow. What can we logically conclude? That Facebook successfully converted a sale? Or that the many factors Facebook considered before showing me that ad—e.g.: what my friends like and my past shopping behavior—are the same factors that might persuade anybody to buy a pair of glasses long before they signed into Facebook?
Maybe Facebook has mastered the art of using advertising to convert sales. Or maybe it's mastered the art of finding people who were going to buy certain items anyway and showing them ads after they already made their decision. My bet is that the answer is (a) somewhere in the middle and (b) devilishly hard to accurately measure.
Too Much Information
The eBay study suggested that people who click most ads aren't being influenced.
The Facebook study suggested that people who are being influenced aren't actually clicking ads.
It makes you wonder whether clicks matter, at all.

In fact, there's reason to wonder whether all advertising—online and off—is losing its persuasive punch. Itamar Simonson and Emanuel Rosen, the authors of the new book Absolute Value, have an elegant theory about the weakened state of brands in the information age. Corporations used to have much more control over what kind of information consumers could find about their company. The signal of advertising was stronger when it wasn’t diluted by the sound pollution of the Internet and social media.

Think about how much you can learn about products today before seeing an ad. Comments, user reviews, friends' opinions, price-comparison tools: These things aren’t advertising (although they're just as ubiquitous). In fact, they’re much more powerful than advertising because we consider them information rather than marketing. The difference is enormous: We seek information, so we're more likely to trust it; marketing seeks us, so we're more likely to distrust it.

Simonson and Rosen share an anecdote from 2007: Ten thousand people around the globe were asked if they'd want a portable digital device like the iPhone. Market research concluded that there wasn't sufficient demand in the U.S., Europe, or Japan for an such a device, because people liked their cameras, phones, and MP3 players too much to want them mushed into one device. Today the iPhone is the most famous phone in the world, not just because its ad campaign was so great, but because the user reviews of the phone were overwhelmingly positive and so widely disseminated.

Measuring and predicting individual purchases has never been easy. But measuring and predicting how everybody's purchase is affecting everybody else's shopping behavior in the Panopticon of the Internet is practically impossible.

The Internet was supposed to tell us which ads work and which ads don't. Instead, it's flooded consumers' brains with reviews, comments, and other information that has diluted the power of advertising. The more we learn about how consumers make decisions, the more we learn we don't know.

Time Saving Writing Tools for Content Marketers

Have you ever had an awesome idea in your head, but didn’t find the time, discipline or will to execute it into writing?

All social writers struggle with the same problem – they are hit by inspiration in the weirdest moments, but the great ideas evaporate by the time they get to their computers and try to start writing.

The solution to that issue comes as a combination of tools that are both accessible and portable. If you start using the best tools for social writers, you will never be caught off guard again. These tools will not only provide you with a way to write down your ideas whenever they hit you, but will also enable you to organize your time better and start writing more content through a regular routine.

The best writing tools for social writers

You don’t need many resources and tools to get your creativity out on paper. However, the right tools can boost your effectiveness by providing you with a distraction-free environment, as well as the writing assistance you need. The following selection of websites, apps, and tools will make you fall in love with your profession all over again.

Here are some time saving tools for content marketers.

1. Write or Die

Possibly the most popular writing tool currently available, Write or Die is a must in every social media writer’s toolbox. If you easily get distracted by important updates on social media, then this tool will immediately bring you back to work.

You don’t have to choose the Kamikaze mode right from the start, since it will be painful to watch your work getting deleted if you fail to write effectively. However, it is definitely recommended to give yourself higher goals and stricter consequences as you start getting used to Write or Die.

2. Quabel

Among all online tools that are aimed at limited your distractions, Quabel is possibly the cleanest and most effective one.

By going back to the writing basics, you will be left alone with your thoughts, so the expression will become flawless. This online text editor will allow you to write without being distracted by unnecessary buttons and features.

3. NinjaEssays

If you have a very important deadline to meet, but find yourself in the middle of a writer’s block, then it’s time to get the big guns out. NinjaEssays is the coolest writing help site that puts professional writers at your disposal. You can get assistance on any type of content by talented writers who never seem to get out of ideas.

The extensive team includes experts from various fields of study, so you can also rely on their assistance if you have to complete a project whose topic you don’t understand. That will save you from a huge amount of research.

4. Plotbot

Plotbot is an online editor that will format your writings automatically according to the widely-accepted standards.

Although the software has been developed to serve for editing screenplays, it can also serve as an essential tool for social media writers who cannot focus unless their pages are perfectly organized.

The coolest organizational tools for social writers

You can be the most talented social media writer in the world, but you could never reach your full potential without proper organization. If you don’t manage your time effectively and organize your ideas into a steady workflow, both you and your readers will end up frustrated by your publishing schedule.

5. Wridea

If there is such thing as an effective idea management service, then Writea is the one.

This website provides you with a great choice of brainstorming tools that will help you get ideas from the hidden folders of your brain. It takes only seconds to create new idea entries, and you can later update their details as a new wave of creativity attacks you.

We are listing this concept under organizational tools because it enables you to categorize your ideas under convenient groups, so you will track them easily whenever you want to.

6. Cherrytree

This tool is labeled as a “hierarchical note-taking app”.

However, its functions go beyond that simple explanation, since cherytree provides a great spell check, syntax highlighting, rich text, list handling, and many other features you will find useful. This tool can serve as your personal notebook, with the important difference of better organization and management.

7. Bubbl.us

If you have never tried a mind-mapping tool, then you should start exploring that concept with bubbl.us.

At this website, you can do some effective brainstorming and mind-mapping without the need of getting use to complicated options. The interface features an intuitive drag-and-drop mode that will help you keep pace with the emergence of new ideas.

You can easily save and share the mind maps, but you can also collaborate with other users on the same mind map.

The most effective productivity tools for social writers

Since you chose to be a social writer, then you are undoubtedly talented in developing content.

However, that doesn’t mean that you can always stay as productive as you want to be. There are days when you cannot keep up with the responsibilities and wish to take some time off everything. Don’t do that before trying some of the following productivity tools that can bring you back on track:

8. StayFocusd

If you want to fight online distractions, then StayFocusd should be the first weapon in your arsenal. This website blocker will save you from a lot of regret, since it won’t allow you to access distracting website during an active working session.

If you prefer Firefox over Chrome (StayFocused is a Chrome extension), then you should try LeechBlock, which works in a similar manner.

9. Tomato.es

You have surely heard about the Pomodoro Technique, but did you try using it? Those writers who haven’t tried it may claim that it’s ridiculous, but its effectiveness has been proven many times before.

Tomato.es is an effective Pomodoro timer that will help you reach your highest levels of productivity.

Read more at http://www.jeffbullas.com/2014/06/10/9-time-saving-writing-tools-for-content-marketers/#7bRzlkcAqFfcUWp2.99